The document describes a brand design process called "deconstruct" used to reposition the Dentyne gum brand. It involved separating a design into elements, decoding symbols, analyzing gaps, and understanding each component's role. This revealed insights about taste and refreshment cues. The process identified "juicy" as a way to manifest the new positioning of "Freshen Up." The resulting design closely depicted juicy, tactile fruit to suggest refreshment through flavor in a premium, modern way that maintained brand equity and successfully repositioned Dentyne from oral care to everyday refreshment.

1. empowerment of

2. 05.08.13
Deconstruct
Leveraging visual analysis as strategic insight

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Deconstruct is a well honed practice we incorporate in assessing
existing design equities. In keeping with our integration of strategic
design tools - we have spearheaded this approach to help us and
our clients clearly understand the brand and packaging assets and
liabilities at the start of the project.
Deconstruct Defined

4. 05.08.13
Deconstruct Defined
Separation
of
Elements
Decoding
Iconography
Gap
Analysis
Understand
the Role
Six phases to discover insights and opportunities for a better design
Insights
Driven
Design

5. 05.08.13
Separation
of
Elements
Decoding
Iconography
Gap
Analysis
Understand
the Role
Deconstruct Defined
The physical separation of elements, colors, attributes, and
layers of a design.
Insights
Driven
Design

6. 05.08.13
Separation
of
Elements
Decoding
Iconography
Gap
Analysis
Deconstruct Defined
Understand
the Role
Evaluating symbols and codes that define how the design is ‘read’
and therefore how the brand is represented.
Insights
Driven
Design

7. 05.08.13
Separation
of
Elements
Decoding
Iconography
Gap
Analysis
Deconstruct Defined
Understand
the Role
Understanding of the role of individual codes and the relationships
between them - that then provide a cumulative and often different
signal than intended.
Insights
Driven
Design

8. 05.08.13
Separation
of
Elements
Decoding
Iconography
Gap
Analysis
Insights
Driven
Design
Deconstruct Defined
Understand
the Role
Provide a gap analysis and identify strategic opportunities

9. 05.08.13
Separation
of
Elements
Decoding
Iconography
Gap
Analysis
Deconstruct Defined
Understand
the Role
Facilitate insights to enhance design objectives and increase
brand value
Insights
Driven
Design

10. Dentyne Design Journey

11. Example case studies – Dentyne
Task
To re-position Dentyne away from Oral Care - and to instead own the territory of ‘Everyday
Refreshment’.
Leveraging the credentials of flavour, manifested by bringing to life the positioning
statement of ‘Freshen Up’.
Approach
• Identify key challenges to be engaged in order to achieve the objective.
• Seek insight and learning from investigation of key influencing factors and market
observations.
• Identify implications of each challenge in order to provide robust criteria to support
design decisions.

12. The challenge hierarchy
Change positioning,
without changing the product or the name,
(which makes direct reference to teeth/oral)
Maintain core equity
Maintain relevance to existing consumer base
Evoke overt notions of Taste
Evoke overt notions of Refreshment
Engage with Modern & Premium
Do it better than the competition
Bring ‘freshen up’
to life as a
meaningful brand
essence
TO PLAY
TO WIN

13. How we used deconstruct
We used deconstruct to;
• Analyse the semiotics currently on pack and assess the gap analysis between current
reading – and the desired positioning
• We then used this as start to point for investigating semiotics of both taste and
refreshment
• This in turn drove a formulaic approach to drill down to a single minded message and
semiotic coding to deliver to it

14. Existing Equity - Deconstruct
*Consumer Research – August 2011
Logotype is well
established and
differentiated in
the market
Fruit as a signifier
is deemed
important by the
consumer –
though can be
less prevalent*
The ‘halo’ effect
aids definition and
cohesion with
logotype but is
not adding any
taste or
refreshment cues
Colour is an
important
subconscious
signifier of flavour
Tooth icon
conflicts with the
fruit message and
is incongruous
with fun and
carefree
personality
Sugarfree gum is
a table stake to
play
Smile icon is rooted in
historic comms messaging
and underlines confidence
and enjoyment of life – as
well as playing an active
role in the core brand
identity & therefore
recognition
Xylitol need not
be so prominent –
as it is largely not
understood as a
function*
Strawberry
flavoured is
implicit from the
iconography – but
important to the
new positioning

15. Investigating ‘Taste’ credentials

16. Taste Credentials – learnings and implications
• Literal semiotics and iconography are key
• Colour is key
• Active engagement with flavour is more effective with sense of dynamism or hyper-
realism

17. Investigating ‘Refreshment’ cues

18. Refreshment Cues – learnings and implications
• Action
• Motion
• Liquidity
• Engender the action of drinking or emersion in liquid
• Visually accessible/ recognisable as water or having the qualities and therefore refreshment
properties of water

19. But how do we distil a single minded idea…?

20. So, what is Juicy?
• Goodness, dew, manna, nectar, richness, sustenance
• Chewing produces juiciness
• Great tasting flavor produces salivation
• Juiciness created by delicious flavour brings about refreshment
• Juicy is the experience of the product – sensory interaction

21. Juicy Cues

22. Juicy Cues – learnings and implications
• Juicy is applied / manifested more creatively, more physically sensorially than purely visually
• Close up and tactile
• Suggestive over illustrative

23. How semiotic gap analysis drove design

24. Design work

25. Design work

26. Design work

27. Taking the insight to the next level

28. Taking the insight to the next level

29. Taking the insight to the next level

30. Analysis Insights /Design Criteria Design Delivery
Freshen up
Functional delivery
- Taste driven juiciness, provides refreshment
+
Emotional delivery
- Inspire & Stimulate; new, re-invigorated and mentally refreshing.
- Tangible ‘juiciness’
- New approach and a new territory to own
- Ground breaking & newsworthy
- A relevant way to literally bring the
positioning to life
Competitive
opportunity
- Successfully combine quadrants - to own juicy as a core idea
-Innovate in a different direction to Orbit – not graphic, but sensory
-Owns a completely new direction in
packaging/premium within sector – sensorial
Modern& Premium
- Attention to detail
- Thought & cleverness
- Boldness of design & attitude
- Tactility & artifact (specialness)
- Intelligent attention to detail
- Bold iconography
- Sophistication through sensory design
rather than ‘playful’ graphics
Juicy
- Juicy is applied / manifested more creatively, more physically sensorially than
purely visually
- Close up and tactile
- Suggestive over illustrative
- Splashes of colour and liquid are highly
sensory and evocative.
- Close up, dew covered fruit – you can
almost taste it
Consumer - Functional but fun
- Desirable as an artifact, ‘specialness’
- Engaging
- Unexpected, intriguing and desirable
- The focus of the fun is rooted in the
functional/ intrinsics
- Product benefits relevance
Equity - Key identifiers/recognition of identity – to maintain trust
- Flavour semiotics. Sugar free - right to play
- Confident & stylish. Sense of play and fun
- Maintains key recognition elements and
permission to play
- Celebrates brand personality-confident &
stylish
Change positioning -Repositioning successfully engages and dials up the core attributes to be
reclaimed or gained – rather than total change
- Embraces flavour and oral freshness and
transforms into juicy
TO WIN
TO PLAY

31. Design outcomes and delivery against task
• Brings to life refreshment & taste – ‘Juicy’
• Premium, modern and relevant
• Instant recognition of flavour
• Significant stand out on shelf
• Addresses the desirability of the ‘artifact’ – for a feminine audience
Plus
• A focused and core idea facilitates and supports the challenge of repositioning
• Specifically addresses the consumer insight re ‘a moment to self’.
• A smile, an ‘aha’ moment, a snatched moment of sensorial pleasure in everyway.
• Total stand out in sector – internationally

32. What advantage did the process deliver?
• A more powerful insight
• Single minded differentiation
• Innovation that would never have evolved otherwise

33. THANK YOU
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