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Preserve 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: USA
Industry/Sector: Household Products and Supplies, Personal Products
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Preserve® makes stylish, high performance, eco-friendly products for the home. Preserve strives to combine socially and environmentally responsible business practices with groundbreaking design to create products that people feel good about buying and using. Preserve believes that choosing eco-friendly products doesn't mean having to sacrifice quality, price, or performance.

Challenge
Preserve was originally launched as Recycline, with the Preserve name used for the brand name of product offerings. The company decided to streamline the overall brand and its company identity under the Preserve brand umbrella, and at the same time, do a company-wide refresh of its identity, packaging, and website.

Strategy
All of the following elements were part of the Preserve Rebrand effort:
• Preserve refreshed their brand in order to broaden its appeal to consumers and help it communicate its mission more effectively.
• Developed the Gimme 5 campaign that provides an easy way for consumers to participate in the manufacturing of the product – in essence the consumer becomes part of the supply chain.
• Preserve’s registered tagline of “Nothing wasted. Everything gained,” reminds consumers of Preserve’s unique position as a brand marketing more sustainable products.
• Preserve has created a unique Mail Back package that not only is lighter weight than most other toothbrush packages, but also enables consumers to return their used toothbrushes for recycling into products like plastic lumber.
• Preserve has crafted a website that is compelling, informative, and easy to use.

Result
Preserve launched the new package at Whole Foods in January 2010 and at Target on April 21; Earth Day. Consumers are paying attention: Within three weeks of the launch, the package is outselling Preserve’s previous package by 45%.


Credits:

Client: Preserve (Recycline Inc.) - www.preserveproducts.com

Preserve Mail Back Pack Toothbrush:
Brand Strategists (Preserve): John Lively, C.A. Webb, Eric Hudson
Designer (Preserve): Dustie Moore

Brand Strategists/Designers: Continuum - www.continuuminnovation.com

Packaging Manufacturer: Printpack, Inc.

Preserve Website: Brand Strategists (Preserve): C.A. Webb, Christina Ramirez
Designer (Preserve): Dustie Moore
Copywriters (Preserve): Sarah Morris, C.A. Webb, Christina Ramirez

Web Design: One Pica – www.onepica.com


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