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Point 6 Design Limited

Case Studies

Launching a premium oral care range

Client

Wisdom

Project Launch Date

July 2012

Design Disciplines

  • Branding
  • Graphic
  • Packaging

Industry Sector

  • Health

Summary

Point6 worked with this great British oral health care brand to create branding and packaging for the new ‘Quantum’ range.

Problem

Wisdom used to be synonymous with toothbrushes until multinationals started to dominate supermarket listings, and their market position suffered as a result. In 2012, realising they could not enter a financial ‘arms race’ to regain shelf and market share, they looked to invest in a design solution to re-energise the brand and excite both retail buyers and consumers in their new products. And for the first time in their history, the new range would include a toothpaste.

Approach

Following research into the market, the objectives for the packaging design was to:

• Reflect the Wisdom’s expertise in all areas of oral health
• Re-energise retail buyers’ perception of the brand as innovative
• Encourage use of new products by Wisdom’s core consumer demographic; Female 45+ C2DE
• Drive consideration by a younger demographic (25-44) who were not as aware of the Wisdom brand.

Result

Wisdom has achieved listings for the range in key national retailers including Sainsbury and Wilkinsons.

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Motor Sport Magazine Diversification

Client

Motor Sport Magazine

Project Launch Date

October 2010

Design Disciplines

  • Branding
  • Digital
  • Other
  • Packaging

Industry Sector

  • Media

Summary

Help diversify the brand and develop new revenue streams for a recently independent business.

Problem

Motor Sport magazine has been trackside since 1924, reporting on the personalities, feats and heroics that have made racing history. It had a print product and a rudimentary website when it was purchased to be run as a privately owned stand alone title.

Approach

Motor Sport asked Point 6 to diversify its business, grow its online revenues and utilise digital techniques to sell more subscriptions to its print title. We saw ourselves as the provider of many of the services the title had previously been able to draw on from its parent company. We designed and built a new and substantial website, monetised their archive through the creation of DVD archives and designed an email marketing campaign.

Result

Motor Sport magazine has enjoyed two consecutive years of magazine subscriptions rising by more than 10%, the website enjoys a loyal audience with over 60,000 visits a month and sales of brand extensions such as the archives continue to do well.

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Philips AVENT New product launch

Client

Philips AVENT

Project Launch Date

October 2010

Design Disciplines

  • Graphic
  • Packaging

Industry Sector

  • Retail

Summary

The Philips AVENT Steamer Blender was a completely new product to the market with unique capabilities and no direct competition. We helped define the proposition and design its communication.

Problem

Come up with a headline and visual that succinctly explains the unique properties of the product which steams and blends vegetables in the same vessel. This would need to be easily understood by consumers and retailers alike.

Approach

Having come up with the initial creative spark ('Steam, Flip, Blend, Serve'), we applied it to the packaging and produced sample Point of Sale countertop stands and freestanding displays. These formed part of the sale kit for the global sales team. Other elements we created for the team included a demonstration film, photographs, all necessary graphics, an explanatory pdf and even a recipe booklet.

Result

Laura Nicolosi, consumer marketing manager, Philips AVENT:
"From the initial creative spark to the execution of the final designs, Point 6 has been integral to the success of the Steamer Blender's launch. You really understood the product, and it showed. Thank you."

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Philips Eco Lighting

Client

Philips Lighting

Project Launch Date

October 2010

Design Disciplines

  • Digital
  • Graphic
  • Internal
  • Service / Information

Industry Sector

  • FMCG
  • Retail

Summary

Encourage those in the lighting trade to replace their existing lighting with one of Philips' Eco lighting solutions.

Problem

Philips had to communicate a lot of (often technical) information to lighting purchasers in order to change their buying habits.

Approach

Quick reference guide: Featuring the complete Philips eco lighting range, this pocket-sized, ring-bound user guide explains all the options and benefits clearly and simply.e-marketing: Aimed at telesales staff in trade outlets, these regular cost-effective and product-specific emails neatly explained the benefits and correct applications of different Philips products. Direct mail: Our ‘Give your sales a boost’ promotion highlighted the benefits and sales margins possible from adopting eco lighting. Merchandising: For select trade outlets; window graphics, point of sale leaflets and dispensers, shelf strips, headers, counter-top mats and counter fascia panels.

Result

Kirsty Shillabeer, Trade Marketing Manager, Philips Lighting: “They have been the only agency in recent times that have quickly grasped what my market is all about". 80% campaign awareness, 77% of people found the material either useful or very useful and sales increased.

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TotsBots Branding

Client

TotsBots

Project Launch Date

October 2010

Design Disciplines

  • Branding
  • Packaging

Industry Sector

  • Retail

Summary

TotsBots make a range of reusable nappies and baby carriers. They have principled ethics at their heart. Point 6 were asked to help capture and portray the TotsBots positive energy in their packaging and marketing.

Problem

Husband and wife team, Fiona and Magnus Smyth, were producing their own marketing materials and, while earnest in intent, they weren't making the most of what the TotsBots brand meant to the consumer. The positive energy of the brand was being lost in the ethical messaging.

Approach

We took our cues from the ethos behind the products and, starting with a new product catalogue, created a range of materials printed on recycled paper using vegetable dye inks. Packaging was made reusable by giving it zips and drawstrings. We made the TotsBots brand fun too by making the babies the stars. The new packs and literature has a life of its own, using fun, funky, chunky type and styling to promote the environmental message and differentiate them on the shelf.

Result

Magnus Smyth, Managing Director, TotsBots Ltd: "Point 6 is a great creative team to work with. They very quickly understood the ethos behind our brand and have produced a very effective rebrand and associated visual material. Always very efficient with timely delivery on all briefs. I can't recommend them highly enough."

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