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Transcript of IQ Slideshow
IQ’s challenge was to modernize a heritage brand without
compromising its credibility. Established in 1862, retaining
Gulden’s heritage appeal was essential to preserving the
authenticity and originality of the brand. Our design
concentrates on superior brand identification with a new,
more readable logotype surrounded by brighter versions
of the brand’s original colors and the recommended use
of foil label substrate and metallic cap. The updated gold
rules and seal reinforce gold standards. With a look that is
still traditional, Gulden’s is discriminatingly revised for greater
point-of-purchase appeal.
ConAgra
PROJECT SCOPE
MindLink® Audit & Analysis
Brand & Packaging Design
Production & Implementation
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
Sunkist is now a candy kids don’t have to sneak. Embracing
current health and wellness trends, IQ Design worked with
Simply Lite and the Sunkist Growers Cooperative to create a
Better-for-You candy product line that speaks to kids and
shared by moms. Using the Sunkist soda logo, IQ recognized
the need to package the new product as candy that promises
fun and is a great tasting and responsible choice! IQ Design
crafted illustrations and a brand tagline that invites kids to
“Take a Fruit Trip.” IQ’s inspirational back panel copy and
design cross-sells the flavors by inspiring kids to find more
“Fresh Picked” Gummies, “Sun Kissed” Sour Fruit Gummies,
“Sun Ripened” Fruit Chews, and “Fruit Juicy” Hard Candies.
Candies can be dropped into lunchboxes as individual portion-
controlled “Fruit Power Packs,” and can be found retailed in
eye-catching POP displays. Eating better never tasted so good!
Simply Lite
PROJECT SCOPE
MindLink® Audit & Analysis
Packaging Design
Tagline & Copy Development
Digital Illustration
Production & Implementation
Pantone® Spot Color Separations
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
NEW PRODUCT LAUNCH
The Hain Celestial Group needed to create greater visibility
on shelf by evolving Yves out of an image of health food
and into a hearty visual perception of “delicious meat that’s
good for you.” IQ understood sophisticated consumers who
shop this category already know soy-based meatless products
are the healthy alternative, but crave an appetizing visual
promise presented against vivid colorscapes. Following IQ’s
development of the “Yves... If You Please!” tagline to assist
domestic audiences in the brand’s pronunciation and
recall, a vibrant red-colored substrate was created to
strengthen visual reach across its all product lines, from
Deli Slices to Skewers. Yves’ beret was replaced with a chef’s
hat, updating the logo’s relevancy, and an intricate
townscape backdrop pattern was created for depth and
visual interest that projects a premium image consumers
can now connect with.
Hain Celestial
PROJECT SCOPE
MindLink® Audit & Analysis
Brand & Packaging Design
Tagline Development
Digital Photography & Retouching
Production & Implementation
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
Rudolph Foods was developing an innovative new energy
food product specifically targeting teens and young adults
who relied on energy drinks and bars to achieve this end
benefit. IQ understood that the visual imagery of “energy”
combined with this new “single-serve crunchy sweet” food
form needed to convey to its consumer the visual brand
promise of a better tasting source of quick energy without
the undesirable aftertaste often associated with energy foods
and beverages. IQ and Rudolph Foods Brand Management
tested a continuum of “energy” imagery, brand names,
product forms and flavors to determine how the target
consumer wants to feel when energized, as well as how
they want “energy” to look and taste. Combined with IQ’s
tagline “Infused with Caffeine,” Engobi Energy Go Bites
launches a new snack food category paradigm of sweet,
crunchy and great-tasting energy. What IQ and Rudolph
Foods learned from focus groups during the innovation
process, is that consumers are far more wary of what they
eat versus what they drink.
Rudolph Foods
PROJECT SCOPE
MindLink® Audit & Analysis
Brand & Packaging Design
Photography, Retouching & Illustration
Production & Implementation
On-site Press Supervision
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
NEW PRODUCT LAUNCH
Calming the hurt child to gain acceptance was Bactine
brand management’s repositioning challenge. IQ recognized
the need to balance the visual properties of efficacy with
the emotional reassurance of “no sting,” then completed
and softened the brand’s core red and green equities by
creating a kid friendly medical caduceus nestled within a
softer “ouchless” radial glow. Combined with the new tagline
“soothing infection protection,” these visual elements
build the aspirational brand promise of “emotional trust”
and “hurt comfort.” As of May 2002, without any advertising
or promotional programs, Bactine’s sales are up 95% vs.
YAG, a testament to the fact that IQ’s targeted restage is
igniting purchasing power.
Bayer Corporation
PROJECT SCOPE
MindLink® Audit & Analysis
Brand & Packaging Design
Digital Illustration
Production & Implementation
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
With sales in a downward spiral, it was clear Vivarin
needed reviving. IQ understood the opportunity of the
restage was to evolve Vivarin’s overly efficacious and
pharmaceutical nature to a softer, more uplifing image,
reinforcing safe-to-use-everyday assurance. Still retaining
its blue and yellow equity colors, IQ launched Vivarin into
a new aspirational positioning. Positive images were
created to imbue Vivarin with messages of balance, life
giving energy, and day/night alertness. Now, Vivarin is
waking up consumers and sales with new energy.
“We are very impressed... looks great!”“We are very impressed... looks great!” — VP Wal-Mart — VP Wal-Mart
GlaxoSmithKline
PROJECT SCOPE
MindLink® Audit & Analysis
Packaging Design
Digital Illustration
Production & Implementation
Pantone® Spot Color Separations
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
Due to the evolving competition with private label pain relief at retail, the problem was not with the brand’s efficacy but rather its image. The former packaging felt somewhat outdated and was lost in the crowd of competitors at retail. Previous designs assaulted consumers with a mélange of colored bands. Bayer needed a more powerful and consistent branding message. IQ recognized the need to update the graphics, tagline, new logos and icons to give the brand a more powerful on-shelf image. IQ created imagery for the Bayer line that amplified the product’s benefits and entailed updating the Bayer nameplate tricked out with a more dimensional font in blended colors that give it an embossed look. The brand redesign targets boomers and beyond in the 40+ range who are worried about their hearts as well as adults of all ages who need to get the hurt out. In 52 weeks of sales since the product redesign hit shelf, Bayer sales had grown nearly 9%.
Bayer Corporation
PROJECT SCOPE
MindLink® Audit & Analysis
Product Segmentation
Tagline Development
Packaging Development
Digital Illustration
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
With Private Label a fierce competitor in the ear care
category, Cirrus management needed to refresh and
unify the EarPlanes Adults and Kids product offerings
in order to re-engage the current EarPlanes consumer
and attract new consumer attention without the loss
of brand recognition.
The IQ team worked with Cirrus’s management to create
a new package design system that clearly communicates
the brand’s positioning goals and provides a unique look
that effectively competes against the onslaught of
private label. The restage now clearly highlights
adults/kids segmentation; organizes copy and brand
messaging. The design strategy, equippd with ownable
design elements, now maximizes retail brand blocking
with compelling billboarding and brand uniqueness.
Cirrus Healthcare
PROJECT SCOPE
Brand & Packaging Design
Digital Illustration
Production & Implementation
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
Brands are defined by equities, and some brands have
more flexibility than others. But the “softer side” of Ajax
did not resonate with consumers, as Ajax Fresh fell into
decline. Colgate Palmolive marketing brought back
the “Stronger Than Dirt” muscle brand positioning, and
together with IQ's red-yellow-orange powershape, Ajax
is once again flexing its brawn on shelf.
Colgate Palmolive
PROJECT SCOPE
MindLink® Audit & Analysis
Brand Repositioning
Packaging Design
Production & Implementation
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
As a brand once long on heritage yet increasingly being
left behind, Murine needed a new way of connecting
with today’s consumers. Recognizing the rapid growth in
homeopathic remedies, Prestige Brands decided to launch
a new line targeting consumers’ interest in alternative
treatment methods. IQ developed a compelling dual-
message design system leveraging the efficacy of Murine’s
navy blue logo united with calming background colors. By
also incorporating a soft ripple design motif that graphically
communicates the relief process, Murine Homeopathic’s
total brand impression combines effectiveness with
gentleness. Segmentation was expressed with unique icons
as well as different background colors for each SKU to
create visual interest and clarity for the relatively small
PDPs on shelf.
Prestige Brands
PROJECT SCOPE
MindLink® Audit & Analysis
Packaging Design
Digital Illustration
Production & Implementation
Pantone® Spot Color Separations
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
NEW PRODUCT LAUNCH
Menstrual pain relievers have always been a subset of the
general analgesic category, but Midol’s image was too close
to an analgesic’s look, and sales declined. IQ discovered
that Midol’s brand potential was aspirational imagery that
embraces femininity and inspires female camaraderie,
rather than mimic an all family analgesic category. The Midol
brand now generates a visual point of difference and an
“I’m worth it” enthusiasm that speaks directly to women.
Bayer Corporation
PROJECT SCOPE
MindLink® Audit & Analysis
Brand Repositioning
Packaging Design
Digital Illustration
Production & Implementation
Pantone® Spot Color Separations
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
Selsun Blue’s brand management wanted to grow its
brand by expanding its appeal to women, without
alienating men, with the introduction of Selsun Salon. By
developing gender–neutral imagery, a lighter satiny blue
finish, and a unique bottle shape with translucent caps, IQ
created a brand extension design that communicates
salon formula shampoo that leaves hair residue-free,
shiny and soft. IQ’s design solution enables the new brand
offering to clearly communicate a unique offering, while
simultaneously leveraging key visual equities of the flagship
brand to create a powerful shelf strategy.
Chattem
PROJECT SCOPE
MindLink® Audit & Analysis
Brand & Packaging Design
Production & Implementation
Pantone® Spot Color Separations
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
NEW PRODUCT LAUNCH
IQ’s challenge was to combine Panasonic’s state-of-the-art
technology with the beauty care category. Since the
competition was simply selling technology, IQ’s visual
strategy was to elevate Panasonic’s image to a softer, more
feminine identity. Women consumers are now drawn to
Progressions aspirational imagery. IQ understands that
while superior product technology is important, it’s the
emotional benefits that will create purchase intent.
Panasonic
PROJECT SCOPE
MindLink® Audit & Analysis
Name Development
Brand & Packaging Design
Digital Illustration
Production & Implementation
BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION