Packaging

Morrisons, one of the UK’s ‘big four’ retailers asked Coley Porter Bell (CPB) to redesign their Value range as part of the strategic overhaul of their entire own brand offer. The objective was to better reflect their revised brand ambition of delivering quality, and bringing the people behind the brand to the fore.

Seven Seas pure cod liver oil was starting to lose out to own-label brands after more than 70 years on shelves. Despite being synonymous with the product, Seven Seas couldn’t communicate the benefits of the oil effectively to shoppers. The range looked tired – some of their packaging and branding had remained unchanged for over two decades.

Kimberley-Clark, owners of the DryNites Pyjama Pants brand faced a challenge of low awareness, especially amongst mums and younger children. The task was to make it clear that DryNites Pyjama Pants are a night-time product, attract parents with children aged 3-5 years, and differentiate the range for parents of 4-7 and 8-15 year olds.

The Andrex puppy is Britain’s favourite brand icon – but after six years of volume decline, many consumers viewed the brand as ‘not relevant’. Kimberly-Clark needed to re-engage with customers emotionally and justify their price premium, as well as maintain the presence of Andrex on supermarket shelves.

Using toilet roll is perhaps the most fundamental of all daily routines, and consumers have resisted change in their buying habits for generations. Kimberly-Clark first introduced Andrex Fresh moist toilet tissue in 1992, and had yet to make a significant impression on the UK market.

Elmwood set out to change the public’s mindset on moist toilet roll and personal hygiene, emphasising the cleaner feel of the renamed Andrex Washlets over dry toilet tissue. The consultancy also refreshed the brand’s packaging, with a new look that takes pride of place in bathrooms.

NIOXIN was acquired by Procter & Gamble in 2008 as the number one salon professional premium brand for thinning hair. Its key audience is hair care professionals, most of whom purchase products at shelf select stores. An evolutionary packaging redesign was needed to strengthen the NIOXIN brand image in the North American market.

Following its acquisition of the KraMar Pet Company in 2010, Nestlé Purina had a significant challenge to transform a functional and uninspiring collection of products into a go-to destination for pet professionals and owners.

Blue Marlin was asked to create a brand that would remind consumers of the value of pet speciality products. Taking insights from human personal care products, they co-ordinated PetLife’s grooming products into an easy-to-use four-step process to remind Australian consumers how easy it could be to take care of their special pet.

JKR were asked to create a fresh look to help Swan defend its market share through a redesign of its product packaging. The aim was to get Swan’s roll-your-own cigarette papers noticed on fixtures by creating a more engaging and contemporary design.

Dorset brewers Hall & Woodhouse briefed BrandOpus to elevate the role of the Badger brand, and communicate tiers within the portfolio to help guide consumers through the range. This was a result of ales such as Tanglefoot and Fursty Ferret becoming brands in their own right, with the Badger brand not playing a significant enough role on the bottle. The new branding was launched on the Hopping Hare ale five months ahead of the wide portfolio to speculate results.