Client: Home and Commercial Fragrance Company
A well-established home and commercial fragrance company sought to expand its market reach into new international territories across Europe. Despite their high-quality products, their packaging failed to reflect the brand’s desired positioning, undermining their ability to attract high-end distributors and penetrate prestigious markets. The client needed a comprehensive branding overhaul that would resonate with European consumers and align with their premium product positioning.
Brand Evaluation and Minor Adjustments
Our initial step involved a thorough evaluation of the existing brand elements to identify discrepancies between the brand’s identity and its packaging. We discovered that while the brand had strong potential, its visual representation was not communicating the desired premium and sophisticated image. To address this, we made strategic adjustments to the brand identity, ensuring consistency and alignment with market expectations in Europe.
Creation of a Brand Hierarchy
Understanding the diverse range of products offered by the company, we developed a clear and structured brand hierarchy. This hierarchy was designed to simplify the product range for consumers and distributors alike, making it easier to navigate and understand the distinct categories within the brand. By establishing this hierarchy, we ensured that each product category had a unique yet cohesive identity under the overarching brand umbrella.
Packaging Redesign
The most critical aspect of our approach was the packaging redesign. We aimed to create packaging that not only stood out on shelves but also communicated the premium nature of the products. Our design team focused on:
Visual Appeal
Utilizing sophisticated color palettes, elegant typography, and high-quality materials to enhance the visual appeal.
Brand Consistency
Ensuring that the new packaging reflected the refined adjustments to the brand, maintaining a consistent look and feel across all product categories.
Functionality and Compliance
Designing packaging that met all regulatory requirements for the European market while also being practical and user-friendly.
Solution and Impact
The redesigned packaging successfully captured the essence of the brand’s premium positioning. The new visual identity resonated well with the target audience and aligned perfectly with the expectations of high-end distributors. As a result of our efforts, the fragrance company was able to secure significant distribution agreements with prominent entities such as Lagardère and the Vatican. These partnerships not only marked a successful entry into the European market but also positioned the brand for sustained growth and recognition in an increasingly competitive landscape.
Conclusion
This case study exemplifies our expertise in transforming brand identities and designing packaging that aligns with market expectations. Through strategic brand adjustments, the creation of a clear product hierarchy, and a comprehensive packaging redesign, we enabled our client to achieve their international expansion goals. Our tailored approach ensured that the brand’s premium nature was effectively communicated, leading to successful distribution agreements and a strong market presence in Europe.
