A national consumer brand · Brand
Repositioning a category leader
A brand that had led its category for a decade and stopped sounding like it.
Repositioning a category leader
A national consumer brand
A brand that had led its category for a decade and stopped sounding like it.
The challenge
Fifteen years of growth had left the brand with four logos, three tones of voice and a website that argued with the packaging. Customers still bought, but nobody inside could say what the brand stood for in one sentence.
What we did
We started with the sentence. Six weeks of interviews and category work gave us a position the leadership team agreed on, and everything after that — identity, tone, art direction, the site — was built to prove it rather than to decorate it.
The outcome
One system, one voice, and a set of guidelines the marketing team runs without us. The first campaign off the new platform outperformed the previous year’s on every measure the client tracks.
- 1
- brand system, replacing four
- 6 wks
- to an agreed position
- 2×
- campaign engagement
Work
Selected work
A few projects that show how we think.
Got something in mind?
Tell us what you are trying to change. We will tell you honestly whether we are the right studio for it.
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