| Remedy Products
2010 REBRAND 100 Winners > merit
Industry: Household Products/Supplies
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Remedy Products are a range of homespun cleaning solutions for all the spills, splashes and little accidents around the home. Made with simple, non-toxic, ingredients and a range of eucalyptus oils, the products have been continually developed and refined by a mother and grandmother over the last 10 years.
Challenge - In a market increasingly flooded with environmentally safe products, it became necessary to differentiate and express the brand in a more meaningful and stylish way to the consumer. To promote the benefits of the products to a skeptical and demanding target market, both the name and design needed reinvigoration.
Strategy - Through a series of focus groups it was discovered that—above and beyond its environmental properties—scent and efficacy were important factors when it came to purchasing cleaning products, an insight which was utilized when looking for ways to differentiate the products. With eucalyptus oil being both the active ingredient and the signature scent, the brief called for a rename and rebrand as fresh and uncomplicated as the products themselves.
The name Remedy Products has both active and passive attributes. Remedy is both the proactive solution and the natural panacea to all life’s little messes.
The idea of “Clean without harm” was also developed to speak to consumers who are concerned with the health of the environment and the health and wellbeing of their family. Coupled with a fresh, nostalgic creative execution, Remedy Products embodies the homespun origins of the products, with an invigorating twist!
The brand language is further developed using a graphic play on the term 'regarding' which, when used in its simplest form, 'Re:' becomes a very useful device to support the nomenclature (Re: everyday, Re: wool, Re: hands, Re: dogs). Furthermore, it reinforces the master brand name, and also amplifies a little more of the Remedy brand personality.
Result - Though in it’s early stages, the feedback for the new brand has been overwhelmingly positive, both in additional focus groups and unsolicited online feedback. Coupled with this enthusiastic response, online sales and inquiries have also increased.
Credits:
Client:Remedy Products - www.remedyproducts.com.au
Brand Strategists/Designers: Doppio - www.doppiodesign.com
Creative Director: Mauro Bertolini
Designers: Amber Kadwell and Philip Wadewitz
Creative Services Manager: Fleur Farrington
Account Service Director: Melissa Bertolini
| |
