Case Study

Igienol / Manifesto for the childrens freedom to explore

Visual identity
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Package design

Context
In 2010, Interstar Chim launches on the Romanian market a revolutionary product a multi-surface chlorinefree disinfectant. The newly introduced product was marketed under the Igienol name, a brand created with internal resources by the corporations marketing team. The lack of chlorine and the use of alternative disinfectants recommend the products utilization in the proximity of children, without any need for abundant rinsing of the cleaned surfaces or airing of the rooms after usage, as would be the case with chlorine-based products. A year later, Interstar Chims team sees a major growth opportunity for Igienol by means of consolidating the brand so to withstand the entry of international players on the chlorine-free disinfectants sub-segment of the Romanian market. In order to reflect a better-targeted addressability of the brand and to respond to the need for safe disinfection in mothers with children aged zero to six years old, Igienol needed to be repositioned while revisiting its design strategy.

Challenge
If back in 2010 Igienol fought exclusively with chlorine-based disinfectants and the chlorine-free attribute was enough for a clear differentiation, now the brand had to face the challenge of differentiating itself from similar brands holding a child-friendly product portfolio.

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Solution

The brand audit unveiled a tremendous degree of loyalty among Igienols consumers. On top, pediatricians were gratuitously endorsing the brand. Luckily, we have commenced the rebranding process from solid and favorable premises.

In a competitive context governed by brands built on negative concepts and emotions, like power, aggressiveness, fear or constrain, Igienol brings forth a light and calm perspective on disinfection. Thus, the brand becomes a manifesto for the childrens freedom to explore, freedom encouraged and supported by mothers, in a welcoming home, perfectly clean and germ-safe. Based on a chlorine-free product range, hence non-toxic and pleasant smelling, Igienol is repositioned as the disinfectant you can touch, manifesting itself by way of a positive, optimistic and highly friendly tone-of-voice, thats unique in the category.

Andreea Florea Brand Strategy Coordinator

Igienols visual identity design induces the idea of product efficiency, by way of a synthetic symbol shaped out of fluid and organic lines, rendered in a volumetric manner. The logotype and symbol were conceived to change color from one product to the other, thusly constituting, together with the packages structural design, the key element of the differentiation between the products in the brand portfolio.

The package design graphic approach was inspired from the children cosmetics product category so to enforce the products friendliness, by introducing an original pattern with a textile appearance, created from toy shapes the package design solution highlights the brand addressability and supports the expression of its childfriendly personality.

Melania Moisi Senior Brand Designer

Follow-up
After the successful re-launch of the brand, BrandTailors team continued the development of Igienol by creating a brand activation program, designed to generate awareness and encourage trial among the target group and engage Igienol consumers to the brand and its philosophy, so as to eventually help build brand loyalty. The communication plan was developed according to the three campaign objectives: printed specialized media and high-traffic website branding to generate awareness, sampling activities to kick off trial and content generating online competitions, Facebook fan page and specialist endorser tutorial video series with Dr. Ana Culcer to encourage consumers engagement to the brand. The campaign concept generation started from an insightful observation of mothers and children behavior although children enjoy the most spectacular learning curve between 0 and 6 years old, mothers paradoxically slow down their development and discourage curiosity for fear of bacteria or the damaging effects of chlorinebased cleaning products used around the house. Used on several creative executions to insure brand dynamics, the Igienol brand activation concept introduces a series of happy endings by showing all the amazing discoveries that children make in a day, if they can

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enjoy the freedom to act on their curiosity. Ultimately, Igienol reminds mothers to enjoy their childrens successful enterprises throughout the day in a perfectly clean house using message such as 500 steps, 0% bacteria, 1000 laughs, 0% bacteria or a whole new world behind the couch, 0% bacteria. The campaign headline 0% bacteria is a differentiating point in itself - in an environment where different disinfecting solutions boast about percentages of bacteria killed or destroyed, Igienol has a different perspective and a positive approach - it communicates the effortless result of a highly effective product.

Igienols visual identity design induces the idea of product efficiency, by way of a synthetic symbol shaped out of fluid and organic lines, rendered in a volumetric manner. The logotype and symbol were conceived to change color from one product to the other, thusly constituting, together with the packages structural design, the key element of the differentiation between the products in the brand portfolio. Andreea Florea Brand Strategy Coordinator

Contributions:
Brand audit - Andreea Florea

Brand communication - Andreea Florea, Daniel Mihai, Melania Moisi, Mihai Pascu Brand strategy - Andreea Florea Creative concept - Andreea Florea Logo design - Melania Moisi, Ovidiu Pop Package design - Melania Moisi Project management - Alina Crang, Cristina Ionescu Preproduction processing - Mihai Prplea
Project implementation started in November 201 1. Follow us on LinkedIn Download our credentials

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