Berli Jucker identified a gap in the market for locally produced male personal care at an affordable price. They set about creating a supermarket range of male deodorant, facial wash, and body wash.
Brand New Day was assigned with the task of creating the brand identity, packaging and design of the product range. A study was undertaken to understand the likes and dislikes of our target audience, and an audit was performed to examine the marketplace. We had to convince our target that a A new, locally produced brand was as good as renowned global brands in the industry. We also had to educate our audience on the importance of using male personal care products and make them aware that using just a bar of soap was not going to suffice.
After an extensive research and sampling, we created the range ‘Promise’, embracing the elements of nature, but using ‘Earth Substance’ as the strategy to drive the pack design. The design had to embrace masculinity, and appeal to the modern man without making him feel effeminate.
The end result was packaged in navy blue complemented with yellow. A little bit of a sparkly sheen to the blue created sophistication and a ‘softness’ to the product. The containers were designed with men in mind – from the modern shape and structure of the product to the ease of holding and utilizing the product. ‘Promise’ was taken to the regional market with great success – consumers saw it on par with other international products in the same range.