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Alerana
Task
Packaging redesign for Alerana line of products meant for fight against hair loss.
Context
By the time of the beginning of cooperation with the agency, Alerana brand has existed on the market for a long time; the brand is quite famous and has its own loyal audience. However, it is evident that the brand’s packaging is outdated and noticeably loses to the neighbors on the shelf. Among their diversity, the closest one to positioning is the specialized line of the international company Vichy, which has fundamentally different capabilities and budgets, including powerful media support. The new packaging of Alerana should not only be equal to the opponent but, ideally, bypass it, creating a certain margin of safety for the brand.
The target audience is women and men who are faced with the problem of hair loss and are looking for effective means to solve it.
Strategy
Alerana has always consciously stood in the niche of effective remedies based on serious scientific researches. In communications, the brand also chose not decorative effects but having an expert position and weighty statements. The agency decided to stay in the same territory, but to bring into the packaging as actuality and innovation as there are in the brand remedies.
Concept and Implementation
The concise macro image of the hair helps not only identify the brand scope immediately but also focuses on its effectiveness. Clear graphics, contrasting semantic blocks, strict makeup — all this emphasizes the innovative character of the brand.
Alerana products can solve the problem of loss radically.
Color marking further makes easier orientation in the line, which includes remedies for both actively restoring hair growth and keeping the result.
Results
During the packaging change, the brand avoided the sale drop typical of such a situation.
The issue with the laying-out was resolved — in the updated design; the line looks integral.
The brand received a loyal attitude of that part of the audience that traditionally chose products of a higher price segment.
Due to sales growth, the company had to increase its production capacity.
With the onset of the crisis, sales of the segment decreased by 30% on the whole, while sales of the Alerana brand just reduced by 15%
Other consumer branding projects
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Other consumer branding projects
Packaging redesign of the cosmetics line caring for the skin of people of different ages
Redesign of the brand of intimate personal care
Design a new trade mark of Georgian wine
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