"Design Inc took us through the complete brand origination and development process. We arrived at their offices armed only with samples of the products - everything else has been created by the team led by Darren, David and Paul. The whole look and feel. We are proud to say that thanks to the research, insight and creativity of Design Inc we have now got two very strong contenders in their respective marketplaces."
Brand Manager, Aliyah
Aliyah manufacture ranges of skincare and toiletry products. These are marketed through independent chemists and online. Design Inc has helped Aliyah with product naming, branded packaging and POS design for both a petroleum jelly based range of balms and a vibrant and exotically fragranced range of shower and bath products.
Advertising and POS campaigns
In a busy marketplace, extensive research was undertaken both by Aliyah and Design Inc in establishing the market positioning for the two new innovative ranges. Target markets were fine tuned and the brand identity and packaging brief developed based on insights from demographics and competitive benchmarking.
Beginning with the naming research, brainstorming and long listing, the process then included short listing, qualitative user testing reviews and preliminary design moodboards for consideration and presentation to retailers. The preferred names of ‘Nature’s Carnival’ and ‘Salv’ were further trialed and design development took place to ensure that the full current and future range could be accommodated within the design framework. The brand personality for the range was fulfilled with the creation of POS and advertising concepts.
The advertising and POS campaigns were influenced by the core branding and packaging o f the two new product ranges. reflecting the vibrancy of the flavour fusion in the case of Natures Carnival and clinical purity in the case of Salv. The creative brief in both cases was focused on achieving a working combination of stand out, quality and instant brand heritage. Nature’s Carnival suggesting an exotic and affordable new bathing experience. Salv introducing an alternative softer range of proven petroleum jelly skincare.
These two new product ranges are currently being marketed to independent chemists across the M25 region. Early signs of uptake and sales are very encouraging. A supporting range of POS posters and product display units will be provided to the retailer. The products will also be available online. Aliyah and Design Inc are currently working on several new product/brand development projects.