| Zhen Distribution: InnerVibe
2009 REBRAND 100 Winners > notable
Industry/Sector: Consumer Goods and Services
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Zhen Distribution (Seattle, WA) is a product design and manufacturing firm specializing in plastics, most notably for personal and sexual enhancement products and plastic household cleaning products.
Challenge - Zhen Distribution, already a leading provider to several major sexual health brands, sought to expand their business and introduce a new product line under their own brand name. After the initial introduction failed to gain traction in the marketplace, Zhen Distribution sought a firm that could take a marginalized product and create a hip, mainstream consumer brand.
Strategy - The brand strategy was to shift the product from a smaller category and demographic focused solely on sexual aids to the larger category of health and beauty which embraced both men and women. Essentially, to transform a brand from sleazy to sensual by applying the design aesthetics, packaging formats and visual cues normally associated with other sensual and health products. The new line of products also balanced fun with sophistication thus allowing the products to move beyond just the boutique shelves and into the shopping carts of mainstream retail.
Result - The InnerVibe brand has been very successful as a sensual brand of products with its new branding and packaging. The product line up has expanded from a single product line and category to now include more than 22 products within the larger heath and beauty category. This has not only created broader distribution in mainstream retail venues; it has also allowed for expansion overseas with strong demand for the product line up from European, South American and Asian markets.
Credits:
Client: Zhen Distribution: InnerVibe - www.innervibe.com
Brand Strategists/Designers: Kendall Ross Brand Development & Design - www.kendallross.com
Creative Director: David Kendall
Brand Strategy: Tim Ross, Kendall Ross
Designer: Gina Tolentino
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