Bronze

Irish Spring was seen across Northern America as a truly masculine bar soap and body wash brand, but its Irish Spring Body Wash had failed to resonate with its target market – the ‘millennial male’ aged between 18 and 34 – since its launch in 2007. The product needed a redesign that would connect with this key audience and lose its image as ‘my dad’s brand’.

Bolsius, a 140-year-old Dutch candle company, were looking to reposition their branding following an unprecedented plateau in market share owing to bigger global brands targeting the Netherlands.

The family-owned business began its transformation with a complete redesign of its cornerstone ‘Aromatics’ range. Spotting a gap in the market, it shifted the range from functional, odour-masking aromas to a more emotive ‘mood’ positioning, tapping into more contemporary lifestyle trends.

Dan Sims and Ben Edwards are two of Australia’s top wine experts. When they moved from reviewing wine to actually producing it themselves, they wanted to create a product that reflected their passion for making the elitist world of wine accessible, engaging and fun.

Pip Organic is an award-winning UK producer of organic juices and smoothies. The young business was looking for a compelling visual identity for its new kids’ range aimed at children past the baby food age.

Beerlao has dominated the Laos beer market since 1973. But when it launched Beerlao Gold to compete against premium brands Heineken and Tiger, it found customers were unwilling to pay a higher price than their already beloved Beerlao.

A traditional York-based craft brewery was keen to create a visual identity that reflected the award-winning taste of its beers.

While Rudgate’s original labelling was loved by a small, existing fanbase, it was a confused mix of styles and had an overtly macho image. A new design was needed to propel it from simply being a cask offer to local pubs, to a product that stood out on national supermarket shelves.

In 2013, Australia boasted more than 2,500 wine producers, with the number of wine products on sale at least five times that amount. In such a crowded marketplace, how could you stand out? This was the challenge faced by Robert Oatley, whose struggling wine range was in desperate need of a brand identity overhaul.

With labels playing a key role for the mid to high level consumer group that makes up 50% of the market spend, Robert Oatley needed a design that would be memorable and striking, while also lowering the very high production cost of their existing packaging.

With the aim of encouraging a global audience to make bookings, Historic Scotland started to look at ways
of showcasing their impressive websites and analysing their sales process. Out of scoping workshops came the objectives of facilitating a more modern sale, tailoring content for audiences and providing recipients with a concise take away.

With an explosion in the craft beer sector, Fyne Ales – a Scottish producer – recognised the need to take advantage of the popularity of social media activity among potential consumers. Knowing their website needed to be up to the challenge of supporting a full digital marketing strategy, they started with this; setting targets to increase traffic by 50% year- on-year, achieve a conversion rate of 1.2% and 20% sales growth.

Merchant Cash Express (MCE) – the first organisation in the UK offering SMEs funding through card ‘factoring’ – knew they had a great service but quickly realised the brand was lacking. This meant focusing on the creation of a complete brand strategy (separate to that of the parent company) to set MCE apart, improve engagement and clarity of communication, and double economic growth by 2016.