In 2013, the entire Russell Hobbs personal care range received a packaging upgrade. The competitive brands including RH, were similar in look and feel as their graphics and backgrounds were and are predominantly black. In addressing this “sea of sameness” the black was made less prominent. A more contemporary lighter image was created to have more shelf stand out and the brand was reinforced with the repeat RH pattern. A new positioning was created in the line: “Enjoy every look”. This statement implies that the product allows consumers to create many different styles and, by creating great styles, they will attract admiring looks. Instead of repeating the front facing on the back panel of the womens range, we created a "Get Styling" section to show consumers how to get the best usage from their styling appliance. This is in picture and point format.
Fox, an already established brand, was given a total logo and packaging revamp to consolidate the brand for more shelf impact and presence. The old Fox logo featured “Fox Tools” and “Fox Abrasives”. The logo was revised to feature the word “Fox” and by deleting “tools” and “abrasives” we consolidated the range as one brand. The Fox head was given more definition to give it more presence, and to highlight its natural attributes. The pay-off line “Get it Right” was added. This implies that no matter what Fox product you use, its the right tool for the job.
NATIVA Go! is a range of multivitamins and supple-ments. The pack design was simplified and refined. We originated the pay off line: “Go! will get you there!” which has been used in all printed elements. We conceptulised the advertising campaign to support the positioning of "Go! will get you there!" The launch campaign comprises print adverts, launch sales presenter and point of sale material for trade.
NATIVA Effervescents were relaunched in 2012. These products are the effervescent version of the tablet format. The unique selling proposition of these effervescents is that one feels the effect faster than a tablet hence the "boost" concept for the campaign. The campaign comprises print adverts, launch sales presenters and point of sale material for trade.
NATIVA RadiCAL extended their range in 2014 to include chewables for both adults and children. Adverts and point of sale material was developed for the line. For the childrens range a character "Callie" was created to speak to consumer. The RadiCAL packaging was also updated.