Bronze

To shake off its dated, tired image, Glasgow Prestwick Airport needed a single brand to cover all the services it supplies. The design needed to deliver synergy across the business and ultimately make it a serious competitor in its sector.

Following an in-depth consultation, a design strategy was developed that weaves connectivity, agility and a ‘boutique’ user experience. Drawing on Scottish heritage, they created a design inspired by tartan and plaid, with modern graphics to hint at the airport’s forward-thinking ambition.

A creative packaging design saw Comfort’s 2016 Summer Limited Edition fabric softener outperform previous editions, with the product becoming a permanent SKU in the Comfort Creations Portfolio as a result of its success.  

Comfort’s design had to stand out in a crowded market and the Summer Limited Edition wouldn’t be supported by any Above the Line marketing, so the design had to do all the work to encourage people to buy.

Tetley has always had a strong reputation and following, but sales had dropped by -12% as new premium entrants were seizing market share. That was until a new brand strategy and identity reversed the trend into +3% sales growth.

The ritual of drinking simple black tea was dwindling with the rise of alternate flavours and health trend teas. It meant that Tetley was losing relevance.

Business degrees are some of the most sought-after qualifications and competition between business schools is fierce. Imperial College Business School is less than ten years old, but is up against high-profile schools in the UK and US who have built up their reputation over more than 100 years.

To drive awareness of the school, they developed a new positioning: ‘the fusion of business and technology’, and needed a new brand identity to communicate this. The aim was to build reputation and to grow staff and student populations in both number and calibre.

McCain is the world's largest producer of chips. Kings of the frozen food aisle, they were entering the £253 million chilled potato market for the first time with new concept Shake Shake Fries.

To ensure success in this new space for the brand, the Shake Shake Fries packaging had to drive distinctiveness from competitors, whilst also delivering a format that would be unique and functional.  

Lund Halsey is a well-established, successful company that manufactures professional furniture for control rooms, for use in industries such as aviation and broadcasting. It’s a niche and complex market and in 2015, they identified serious potential risks from competitors that could jeopardise the business’s success.

Despite the aging population driving growth in the incontinence market, the specific male incontinence market was largely untapped. SCA (the TENA parent company) was losing shares, so they had a big ambition to normalise male bladder weakness.

TENA already had a male-specific product, but strong social taboos were hindering its success, even though 1 in 4 men over the age of forty experience bladder weakness. The new packaging needed to be inspiring on the shelf, but also discreet to buy and store at home.

Despite the plug-in scent market declining by 3.4%, sales of Air Wick’s new Scented Oil Warmer continue to rise. And it’s down to an innovative product design.

To drive brand loyalty with a best-in-class product, an oil warmer was created with five intensity controls to improve the fragrance experience. This USP was central to the design, and the plug-in also needed to suit different home styles with its aesthetic appeal.

Royal Challenge is well-known in the whisky market, but a lack of standout design wasn’t appealing to a new generation of drinkers who saw the branding as dated. As India’s first premium whisky, its heritage is strong, but this wasn’t coming through in the packaging and the brand faced fierce competition.

Royal Challenge needed to engage younger consumers, but still retain its loyal customer base with a design that was both authentic and relevant. Sold in India’s dark market where advertising is next to banned, any cut-through needed to come from the packaging alone.

PizzaExpress is a much-loved brand, with a consumer base of over 10 million. But only 15% of its customers dine at the restaurants and shop its ‘At Home’ range sold in supermarkets. They wanted to assimilate the brand to create a more engaging experience at home to beat off competition from the rise of supermarkets’ private-label, premium chilled pizzas.