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BrandOpus

Case Studies

Choc on Choc redesign

Client

Choc on Choc

Project Launch Date

September 2009

Design Disciplines

branding/packaging

Industry Sector

Food & drink

Summary

A new brand identity and packaging for family run business Choc on Choc to showcase its heritage and unique, patented way of fashioning high quality Belgian chocolate.

Problem

The brief was to redesign Chocolate on Chocolate, visually defining the brand, exploring naming, personality and a brand story. It also included the challenge to elevate the quality handmade perception of the brand, and reduce the number of packaging formats used in order to establish a platform for future new product development.

Approach

The design hints at the brand's unique manufacturing process and evokes the handmade quality of the chocolates through an identity that visually echoes the idea of a classic hand stitched clothing label.

To clarify the product range, the number of packaging formats was reduced to five, with the capability to add an extra touch for occasions, such as Easter and Christmas via seasonal tags. This has allowed for a structured new product development strategy.

Result

Online sales have increased by 50 per cent.

John Lewis' Christmas order increased 300% year on year, including three re-orders this year (2010).

Waitrose's Easter order sold out in 4 weeks, leaving shelves bare a month before Easter Sunday. They have increased their Christmas order for 2010 by 600%.

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Fox's redesign

Client

Northern Foods

Project Launch Date

September 2007

DBA Design Effectiveness Award Winner

Design Disciplines

Branding & packaging

Industry Sector

Food & Drink

Summary

An award winning, brand redesign and overhaul of the entire Fox's portfolio. The challenge was to establish Fox's on-shelf and give it a distinctive personality. By re-inventing the brand and creating a portfolio system that enables each individual range to have it's own personality, whilst establishing the Fox's masterbrand.

Problem

Fox’s is a UK brand across a portfolio of over 120 SKU’s. The brand stood for very little in the minds of consumers and was not differentiated. The packaging was not brand led and worked in a product focussed, generic fashion, resulting in a disparate, fragmented portfolio that made innovation difficult.

Approach

The redesign establishes Fox's as a masterbrand. The new identity redefines the way the brand behaved transforming it from a disparate product-led portfolio to a ranged master-brand with the ability to deliver individual product ranges that reflect their own personality but through the brand.
We created a gift tag device for Fox's to hold the marque, using multi-coloured letters to allude to the diversity of the huge product range and celebrate the inherent inventiveness and quirkiness of the brand.

Result

£8.8m of additional sales revenue representing an uplift of 17% year on year.
£2m reduction in packaging costs (by moving from 9 to 6 colours across the ranges).
The most successful biscuit launch of the decade* (Fox’s Whipped range).
*According to Nielsen data. The design established a mastebrand and enabled the entire brand to be advertised.

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Grove redesign

Client

Grove

Project Launch Date

February 2010

Design Disciplines

Branding & packaging

Industry Sector

Food & drink

Summary

Redesign of the identity and packaging for Grove to bring standout and differentiation back to the first organic juice brand.

Problem

When Grove Fresh first launched its USP was being organic, but as other competitors & own label entered the market it became undifferentiated and gave consumers no branded reason to buy it.

Approach

BrandOpus have brought to life the idea of a grove of organic fruit, through a confident pack design that is clearly differentiated from its competitors that gives consumers a reason to buy at a branded level.
The new brand identity is illustrated as part of the grove, which continues to grow across the packs when they are merchandised side by side on shelf achieving distinctive brand blocking and impact.

Result

The sales of Apple have increased 4-fold year on year on a like-for-like basis since the redesign.
It is the leading brand in the organic juice market with 60% value share (£9m of a £16m market).

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Mills & Boon redesign

Client

Harlequin Mills & Boon

Project Launch Date

October 2010

Design Disciplines

Branding

Industry Sector

Publishing

Summary

Creation of a distinctive brand identity system that has the flexibility to work across eight different ranges and to deliver a new look and feel to the brand encouraging consumers to reappraise attitudes towards Mills & Boon's old fashioned image.

Problem

For non-readers of Mills & Boon the brand has low saliency. The books are considered to be old fashioned, cheesy, and consumers are often embarrassed to be seen reading them. These perceptions were driven by the imagery and styling of the book covers.

Approach

BrandOpus have created an icon that brings Mills & Boon up to date, without losing its romantic personality. The icon is executed across all ranges, being flexible enough to be executed in different ways appealing to a broad variety of audiences whilst still being tied together as a family.

The covers are designed to reflect the range proposition; from Intrigue to Blaze to Historical, it was crucial to capture the essence of the range in a romantic yet modern manner. Differentiation amongst and within ranges was essential, some ranges produce up to 8 books every month, so colour and icon differentiation was key.

Result

The UK team have launched their biggest redesign across the most ranges in their history and the design is now being adopted by further markets worldwide.

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Rowse Honey redesign

Client

Rowse

Project Launch Date

April 2010

Design Disciplines

Branding & packaging

Industry Sector

Food & drink

Summary

A full redesign of the graphics, structure and entire Rowse honey portfolio and subsequent merchandising to encourage consumers to reappraise attitudes and consumption of honey.

Problem

Rowse Honey is the leading honey brand, however it had very low brand saliency and low awareness. They came to us with an ambition task of opening up the world of honey to help increase their sales by 50% to 55 million and reinforce their leading position in a sector that is predominantly unbranded.

Approach

Our design idea reflects Tony Rowse's passion for honey and embodies the principles, heritage and expertise of the company today (look for his signature within the bee icon).

The iconic identity and jar structure is inspired by a honeycomb shape. The label reflects the naturalness of honey with a handwritten typographic style that feels like each label has been personalised.

The various speciality honeys are designed to evoke the world from which they have been sourced (taste & provenance).

We chose to activate the brand in the natural world (plant pots) and using natural material (USBs, coasters, hessian bag).

Result

Distribution has increased solely based on the redesign.

Rowse now has strong competitive standout. Clear brand architecture and ranging allows shoppers to easily navigate the products, encouraging them to try the specialist honeys.

The brand now communicates a more positive message to consumers, as producers of high quality natural honeys.

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