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Packaging and logo redesign for a line of bug repellents by Komaroff
Package
Label
Cosmetics
Backyard kung fu masters
Komaroff is a popular brand offering affordable bug repellents. However, the brand has been around for quite a while, and at a certain point it became obvious that its packaging could clearly use a redesign, especially given the fact that its “products for the entire family” message was no longer an adequate representation of the products’ benefits.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Аналитика
Label
Package
Брендбук
Packaging and logo redesign for a line of bug repellents by Komaroff
Komaroff is a popular brand offering affordable bug repellents. However, the brand has been around for quite a while, and at a certain point it became obvious that its packaging could clearly use a redesign, especially given the fact that its “products for the entire family” message was no longer an adequate representation of the products’ benefits.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Cosmetics
Коммуникация
Komaroff is a popular brand offering affordable bug repellents. However, the brand has been around for quite a while, and at a certain point it became obvious that its packaging could clearly use a redesign, especially given the fact that its “products for the entire family” message was no longer an adequate representation of the products’ benefits.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Packaging and logo redesign for a line of bug repellents by Komaroff
Komaroff is a popular brand offering affordable bug repellents. However, the brand has been around for quite a while, and at a certain point it became obvious that its packaging could clearly use a redesign, especially given the fact that its “products for the entire family” message was no longer an adequate representation of the products’ benefits.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Our task was to come up with a new approach to communicate the products’ effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle – namely, an environment already cluttered with aggressive visuals that literally scream “Kill ‘em all!”.
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Komaroff is a popular brand offering affordable bug repellents. However, the brand has been around for quite a while, and at a certain point it became obvious that its packaging could clearly use a redesign, especially given the fact that its "products for the entire family" message was no longer an adequate representation of the products' benefits.
Our task was to come up with a new approach to communicate the products' effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle — namely, an environment already cluttered with aggressive visuals that literally scream "Kill ‘em all!".
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Our task was to come up with a new approach to communicate the products' effectiveness to the consumers and help the brand stand out on the shelf in the pest control aisle — namely, an environment already cluttered with aggressive visuals that literally scream "Kill ‘em all!".
We managed to upend the narrative and focus on a positive solution instead of exploiting negative emotions and obsessing over the problem. Our idea was to add a healthy dose of humor and empower each package to tell its story.
Packaging and logo redesign for a line of bug repellents by Komaroff
Было
Idea
Bug repellents are like an invisible force. Spray the product on your clothes or rub it on your skin to become invincible. Put on the bracelet to unleash your bug-repelling powers. This is what we call backyard kung fu magic at work.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
Idea
Bug repellents are like an invisible force. Spray the product on your clothes or rub it on your skin to become invincible. Put on the bracelet to unleash your bug-repelling powers. This is what we call backyard kung fu magic at work.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
В результате аудита мы пришли к выводу, что «Ла-Кри» воспринимается как бренд
с привлекательным дизайном, но не
как премиальная и экспертная марка.
В отличие от конкурентов, она
в меньшей степени транслировала
свое фармацевтическое происхождение.
Основное противоречие было обнаружено, когда мы проанализировали причины отказа от покупки. На полках обычных магазинов бренд воспринимался как достаточно дорогой, но конкретных преимуществ, которые были бы основанием для такой цены, с упаковки
не считывалось. А в FARM-сегменте потребителей смущала не столько цена, сколько отсутствие у бренда ассоциаций
с аптечными средствами.
В рамках ребрендинга компания приняла решение разделить средства на две линейки — уходовую и экспертную.
А нам нужно было найти способ устранить разрыв между внешним образом продукта и его стоимостью.
с привлекательным дизайном, но не
как премиальная и экспертная марка.
В отличие от конкурентов, она
в меньшей степени транслировала
свое фармацевтическое происхождение.
Основное противоречие было обнаружено, когда мы проанализировали причины отказа от покупки. На полках обычных магазинов бренд воспринимался как достаточно дорогой, но конкретных преимуществ, которые были бы основанием для такой цены, с упаковки
не считывалось. А в FARM-сегменте потребителей смущала не столько цена, сколько отсутствие у бренда ассоциаций
с аптечными средствами.
В рамках ребрендинга компания приняла решение разделить средства на две линейки — уходовую и экспертную.
А нам нужно было найти способ устранить разрыв между внешним образом продукта и его стоимостью.
Bug repellents are like an invisible force. Spray the product on your clothes or rub it on your skin to become invincible. Put on the bracelet to unleash your bug-repelling powers. This is what we call backyard kung fu magic at work.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
Чтобы создать прочный фундамент для ребрендинга марки, мы провели аудит бренда
совместно с исследовательской компанией O+K research. Основной задачей аналитики
стало изучение отношения потребителей к марке, а также соответствие восприятия
упаковки и цены продукта.
В качестве метода исследования ЦА было выбрано проведение 20-минутных онлайн-интервью. Целевой аудиторией бренда стали городские жительницы с маленькими детьми, которые покупают детскую уходовую косметику как в обычных магазинах (FMCG), так
и в фармацевтических каналах (например, в аптеках).
совместно с исследовательской компанией O+K research. Основной задачей аналитики
стало изучение отношения потребителей к марке, а также соответствие восприятия
упаковки и цены продукта.
В качестве метода исследования ЦА было выбрано проведение 20-минутных онлайн-интервью. Целевой аудиторией бренда стали городские жительницы с маленькими детьми, которые покупают детскую уходовую косметику как в обычных магазинах (FMCG), так
и в фармацевтических каналах (например, в аптеках).
В результате аудита мы пришли к выводу, что «Ла-Кри» воспринимается как бренд
с привлекательным дизайном, но не как премиальная и экспертная марка. В отличие
от конкурентов, она в меньшей степени транслировала свое фармацевтическое
происхождение.
Основное противоречие было обнаружено, когда мы проанализировали причины отказа
от покупки. На полках обычных магазинов бренд воспринимался как достаточно дорогой,
но конкретных преимуществ, которые были бы основанием для такой цены, с упаковки
не считывалось. А в FARM-сегменте потребителей смущала не столько цена, сколько
отсутствие у бренда ассоциаций с аптечными средствами.
В рамках ребрендинга компания приняла решение разделить средства на две линейки — уходовую и экспертную. А нам нужно было найти способ устранить разрыв между внешним образом продукта и его стоимостью.
с привлекательным дизайном, но не как премиальная и экспертная марка. В отличие
от конкурентов, она в меньшей степени транслировала свое фармацевтическое
происхождение.
Основное противоречие было обнаружено, когда мы проанализировали причины отказа
от покупки. На полках обычных магазинов бренд воспринимался как достаточно дорогой,
но конкретных преимуществ, которые были бы основанием для такой цены, с упаковки
не считывалось. А в FARM-сегменте потребителей смущала не столько цена, сколько
отсутствие у бренда ассоциаций с аптечными средствами.
В рамках ребрендинга компания приняла решение разделить средства на две линейки — уходовую и экспертную. А нам нужно было найти способ устранить разрыв между внешним образом продукта и его стоимостью.
Выводы
Bug repellents are like an invisible force. Spray the product on your clothes or rub it on your skin to become invincible. Put on the bracelet to unleash your bug-repelling powers. This is what we call backyard kung fu magic at work.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
Bug repellents are like an invisible force. Spray the product on your clothes or rub it on your skin to become invincible. Put on the bracelet to unleash your bug-repelling powers. This is what we call backyard kung fu magic at work.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
We decided to take this idea further and produce a collective image of a cottager who comes up against bugs — we created an emotional story that almost every customer can relate to.
The stories have turned the package into a powerful standalone communication tool. This enables the brand to stand out on the shelf and, last but not least, optimize its marketing budget.
Packaging
The packaging design is based on a low-key, minimalist and human-centered approach. We created these amiable and fun characters who have clearly found their zen in the fight against the pesky bugs.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
Packaging
The packaging design is based on a low-key, minimalist and human-centered approach. We created these amiable and fun characters who have clearly found their zen in the fight against the pesky bugs.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The packaging design is based on a low-key, minimalist and human-centered approach. We created these amiable and fun characters who have clearly found their zen in the fight against the pesky bugs.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The packaging design is based on a low-key, minimalist and human-centered approach. We created these amiable and fun characters who have clearly found their zen in the fight against the pesky bugs.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The packaging design is based on a low-key, minimalist and human-centered approach. We created these amiable and fun characters who have clearly found their zen in the fight against the pesky bugs.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
The logo has also found a new balance. The last two letters were graphically styled to resemble gnats, and the outline of the letters took on a more modern appearance. The font’s look and feel are perfectly in tune with the soft curves of the illustrations, while the low-key yet distinctive colors convey the brand’s new cheerful personality.
Creation a product that moves with the times for the main audience and object of desire for a younger group of consumers of generation Z and millennials
Making a packaging standing out from a common communications clatter and gain consumer loyalty in the household segment
Packaging redesign of cutlets