Winners 2014/Packaging. Branded / Other Bronze

Project: Rampant Rabbit

Client: Ann Summers

Design: Elmwood

Rampant Rabbit vibrators were invented by Ann Summers, yet consumers weren’t making the connection between the two brands. It was also felt that their existing packaging didn’t accurately reflect each model’s premium price. With numerous poor imitations on the market, the brand wanted to increase sales and improve customer perceptions.

Design consultancy Elmwood upgraded the packaging for each Rabbit, as well as the overall tone of voice, naming conventions and pack copy. A change of logo and design unified the range while clarifying the differences between each model.

Following the rebrand and relaunch, sales of Rampant Rabbit products grew at double the speed of other vibrators sold by Ann Summers. The range achieved £2 million in sales in just six months, and enjoyed a 4% retail sales value increase overall. Perceptions of Ann Summers have also changed, with consumer research showing that customers applaud the brand’s new-found confidence.