Your SlideShare is downloading. ×
0
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
IQ Slideshow
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

IQ Slideshow

511

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
511
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. ConAgraIQ’s challenge was to modernize a heritage brand withoutcompromising its credibility. Established in 1862, retainingGulden’s heritage appeal was essential to preserving theauthenticity and originality of the brand. Our designconcentrates on superior brand identification with a new,more readable logotype surrounded by brighter versionsof the brand’s original colors and the recommended useof foil label substrate and metallic cap. The updated goldrules and seal reinforce gold standards. With a look that isstill traditional, Gulden’s is discriminatingly revised for greaterpoint-of-purchase appeal.PROJECT SCOPEMindLink® Audit & AnalysisBrand & Packaging DesignProduction & ImplementationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 2. Simply LiteSunkist is now a candy kids don’t have to sneak. Embracingcurrent health and wellness trends, IQ Design worked withSimply Lite and the Sunkist Growers Cooperative to create aBetter-for-You candy product line that speaks to kids andshared by moms. Using the Sunkist soda logo, IQ recognizedthe need to package the new product as candy that promisesfun and is a great tasting and responsible choice! IQ Designcrafted illustrations and a brand tagline that invites kids to“Take a Fruit Trip.” IQ’s inspirational back panel copy anddesign 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 ineye-catching POP displays. Eating better never tasted so good!PROJECT SCOPEMindLink® Audit & AnalysisPackaging DesignTagline & Copy DevelopmentDigital IllustrationProduction & ImplementationPantone® Spot Color SeparationsNEW PRODUCT LAUNCHBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 3. Hain CelestialThe Hain Celestial Group needed to create greater visibilityon shelf by evolving Yves out of an image of health foodand into a hearty visual perception of “delicious meat that’sgood for you.” IQ understood sophisticated consumers whoshop this category already know soy-based meatless productsare the healthy alternative, but crave an appetizing visualpromise presented against vivid colorscapes. Following IQ’sdevelopment of the “Yves... If You Please!” tagline to assistdomestic audiences in the brand’s pronunciation andrecall, a vibrant red-colored substrate was created tostrengthen visual reach across its all product lines, fromDeli Slices to Skewers. Yves’ beret was replaced with a chef’shat, updating the logo’s relevancy, and an intricatetownscape backdrop pattern was created for depth andvisual interest that projects a premium image consumerscan now connect with.PROJECT SCOPEMindLink® Audit & AnalysisBrand & Packaging DesignTagline DevelopmentDigital Photography & RetouchingProduction & ImplementationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 4. Rudolph FoodsRudolph Foods was developing an innovative new energyfood product specifically targeting teens and young adultswho relied on energy drinks and bars to achieve this endbenefit. IQ understood that the visual imagery of “energy”combined with this new “single-serve crunchy sweet” foodform needed to convey to its consumer the visual brandpromise of a better tasting source of quick energy withoutthe undesirable aftertaste often associated with energy foodsand beverages. IQ and Rudolph Foods Brand Managementtested a continuum of “energy” imagery, brand names,product forms and flavors to determine how the targetconsumer wants to feel when energized, as well as howthey want “energy” to look and taste. Combined with IQ’stagline “Infused with Caffeine,” Engobi Energy Go Biteslaunches a new snack food category paradigm of sweet,crunchy and great-tasting energy. What IQ and RudolphFoods learned from focus groups during the innovationprocess, is that consumers are far more wary of what theyeat versus what they drink.PROJECT SCOPEMindLink® Audit & AnalysisBrand & Packaging DesignPhotography, Retouching & IllustrationProduction & ImplementationOn-site Press SupervisionNEW PRODUCT LAUNCHBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 5. Bayer CorporationCalming the hurt child to gain acceptance was Bactinebrand management’s repositioning challenge. IQ recognizedthe need to balance the visual properties of efficacy withthe emotional reassurance of “no sting,” then completedand softened the brand’s core red and green equities bycreating a kid friendly medical caduceus nestled within asofter “ouchless” radial glow. Combined with the new tagline“soothing infection protection,” these visual elementsbuild the aspirational brand promise of “emotional trust”and “hurt comfort.” As of May 2002, without any advertisingor promotional programs, Bactine’s sales are up 95% vs.YAG, a testament to the fact that IQ’s targeted restage isigniting purchasing power.PROJECT SCOPEMindLink® Audit & AnalysisBrand & Packaging DesignDigital IllustrationProduction & ImplementationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 6. GlaxoSmithKlineWith sales in a downward spiral, it was clear Vivarinneeded reviving. IQ understood the opportunity of therestage was to evolve Vivarin’s overly efficacious andpharmaceutical nature to a softer, more uplifing image,reinforcing safe-to-use-everyday assurance. Still retainingits blue and yellow equity colors, IQ launched Vivarin intoa new aspirational positioning. Positive images werecreated to imbue Vivarin with messages of balance, lifegiving energy, and day/night alertness. Now, Vivarin iswaking up consumers and sales with new energy.“We are very impressed... looks great!” — VP Wal-MartPROJECT SCOPEMindLink® Audit & AnalysisPackaging DesignDigital IllustrationProduction & ImplementationPantone® Spot Color SeparationsBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 7. Bayer CorporationDue to the evolving competition with private label pain relief atretail, the problem was not with the brand’s efficacy but ratherits image. The former packaging felt somewhat outdated andwas lost in the crowd of competitors at retail. Previous designsassaulted consumers with a mélange of colored bands. Bayerneeded a more powerful and consistent branding message. IQrecognized the need to update the graphics, tagline, new logosand icons to give the brand a more powerful on-shelf image.IQ created imagery for the Bayer line that amplified theproduct’s benefits and entailed updating the Bayer nameplatetricked out with a more dimensional font in blended colors thatgive it an embossed look. The brand redesign targets boomersand beyond in the 40+ range who are worried about theirhearts 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, Bayersales had grown nearly 9%.PROJECT SCOPEMindLink® Audit & AnalysisProduct SegmentationTagline DevelopmentPackaging DevelopmentDigital IllustrationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 8. Cirrus HealthcareWith Private Label a fierce competitor in the ear carecategory, Cirrus management needed to refresh andunify the EarPlanes Adults and Kids product offeringsin order to re-engage the current EarPlanes consumerand attract new consumer attention without the lossof brand recognition.The IQ team worked with Cirrus’s management to createa new package design system that clearly communicatesthe brand’s positioning goals and provides a unique lookthat effectively competes against the onslaught ofprivate label. The restage now clearly highlightsadults/kids segmentation; organizes copy and brandmessaging. The design strategy, equippd with ownabledesign elements, now maximizes retail brand blockingwith compelling billboarding and brand uniqueness.PROJECT SCOPEBrand & Packaging DesignDigital IllustrationProduction & ImplementationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 9. Colgate PalmoliveBrands are defined by equities, and some brands havemore flexibility than others. But the “softer side” of Ajaxdid not resonate with consumers, as Ajax Fresh fell intodecline. Colgate Palmolive marketing brought backthe “Stronger Than Dirt” muscle brand positioning, andtogether with IQs red-yellow-orange powershape, Ajaxis once again flexing its brawn on shelf.PROJECT SCOPEMindLink® Audit & AnalysisBrand RepositioningPackaging DesignProduction & ImplementationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 10. Prestige BrandsAs a brand once long on heritage yet increasingly beingleft behind, Murine needed a new way of connectingwith today’s consumers. Recognizing the rapid growth inhomeopathic remedies, Prestige Brands decided to launcha new line targeting consumers’ interest in alternativetreatment methods. IQ developed a compelling dual-message design system leveraging the efficacy of Murine’snavy blue logo united with calming background colors. Byalso incorporating a soft ripple design motif that graphicallycommunicates the relief process, Murine Homeopathic’stotal brand impression combines effectiveness withgentleness. Segmentation was expressed with unique iconsas well as different background colors for each SKU tocreate visual interest and clarity for the relatively smallPDPs on shelf.PROJECT SCOPEMindLink® Audit & AnalysisPackaging DesignDigital IllustrationProduction & ImplementationPantone® Spot Color SeparationsNEW PRODUCT LAUNCHBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 11. Bayer CorporationMenstrual pain relievers have always been a subset of thegeneral analgesic category, but Midol’s image was too closeto an analgesic’s look, and sales declined. IQ discoveredthat Midol’s brand potential was aspirational imagery thatembraces femininity and inspires female camaraderie,rather than mimic an all family analgesic category. The Midolbrand now generates a visual point of difference and an“I’m worth it” enthusiasm that speaks directly to women.PROJECT SCOPEMindLink® Audit & AnalysisBrand RepositioningPackaging DesignDigital IllustrationProduction & ImplementationPantone® Spot Color SeparationsBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 12. ChattemSelsun Blue’s brand management wanted to grow itsbrand by expanding its appeal to women, withoutalienating men, with the introduction of Selsun Salon. Bydeveloping gender–neutral imagery, a lighter satiny bluefinish, and a unique bottle shape with translucent caps, IQcreated a brand extension design that communicatessalon formula shampoo that leaves hair residue-free,shiny and soft. IQ’s design solution enables the new brandoffering to clearly communicate a unique offering, whilesimultaneously leveraging key visual equities of the flagshipbrand to create a powerful shelf strategy.PROJECT SCOPEMindLink® Audit & AnalysisBrand & Packaging DesignProduction & ImplementationPantone® Spot Color SeparationsNEW PRODUCT LAUNCHBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION
  • 13. PanasonicIQ’s challenge was to combine Panasonic’s state-of-the-arttechnology with the beauty care category. Since thecompetition was simply selling technology, IQ’s visualstrategy was to elevate Panasonic’s image to a softer, morefeminine identity. Women consumers are now drawn toProgressions aspirational imagery. IQ understands thatwhile superior product technology is important, it’s theemotional benefits that will create purchase intent.PROJECT SCOPEMindLink® Audit & AnalysisName DevelopmentBrand & Packaging DesignDigital IllustrationProduction & ImplementationBRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPYSTRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION

×