Lightbulbs are low interest, have had little innovation for over 100 years and have become increasingly commoditised. However climate change has suddenly become a priority for government and energy sa ...

Australia and New Zealand's specialist cleaning retailer, Godfrey's, wanted to inject life into their own-brand range and wrest back market share from the two top competitors, Dyson and Mièle. Their o ...

Fresh herbs were a small part of Waitrose’s fresh fruit and vegetable category, with generic designs that created little shelf presence and encouragement to purchase. Waitrose took the initiative to d ...

Colgate-Palmolive Europe wanted to target younger, more affluent single women in selling washing powder and fabric conditioner. Their Soupline brand was already a leader in many European markets and t ...

Bassetts Soft & Chewy as a brand entity has become so integrated with its packaging elements that is was ‘lost’ to the consumer, making the overall pack communication product generic with the ‘Jelly B ...

REDD’S sweet, light beer aimed at women was an instant hit when it launched in Russia in 2004, making it one of the fastest growing brands in SAB Miller’s premium portfolio. At its height, it had 4.1% ...

Inspired by his win over cancer, Deluxe Honeydrop’s founder David Luks used his knowledge of the beverage market to challenge popular soft drinks with their sugary recipes, to create a truly natural t ...

This national icon of Thailand, named after the Mekhong River, was the first branded spirit to be distilled in the country and commanded a loyal following as a result. But after 65 years it had lost i ...

In 1927, Andorinha, a Portuguese olive oil named after the migratory swallow, was set up as an export-only brand that soared beyond the country’s boundaries looking for success. Today, Brazil, with it ...

This design effectiveness paper demonstrates how the complete design overhaul of the Ginsters brand has resulted in significant and tangible benefits to the business. Ginsters was an established brand ...

Higgidy pies were snowballing in popularity and earning a glowing reputation for the cafés and restaurants that stocked them. This encouraged the team to begin selling the pies under their own Higgidy ...

Ski fruit yogurt was launched in Britain in 1963, introducing Britain to fruit yogurts for the first time. But, though an iconic brand, by 2008 it was threatened with delisting. Numerous re-launches d ...

Fairview is a small company, producing award-winning Brie and Camembert cheeses that competes with Parmalat, producers of Simonsberg cheese, the No.1 brand in the South African market. Parmalat is a m ...

The UK biscuits category is roughly £1,200 million per annum category but is fragmented over an enormous number of SKU’s. Packaging has historically been more product than brand driven, leaving shoppe ...

Featuring a novel over-ice serve, Magners was enthusiastically adopted by a new generation of drinkers over the hot World Cup summer of 2004. Recognising the threat to their traditional cider brands, ...

Debbie & Andrew's was already a very successful brand of premium sausages but needed to keep competing in an increasingly competitive market. A brand and packaging refresh emphasised a positioning of ...

Created in 2005, the Spicentice proposition consisted of a core product range of little packs of herbs/spices designed to give the customer everything they need to make a meal. In 2009 it was decided ...

By 2006 Heinz recognised the need to refocus on the core Classic soup range, reasserting the brand as market leader within the soup category. The iconic Heinz Classic soup range lacked the contemporar ...

The Lotus caramelised biscuit is often served in hotels, restaurants, cafés and pubs as a hot drink accompaniment. However, UK consumers have found the product hard to track down in retailers. Lotus B ...

In a very competitive marketplace at a period of intense pressure on consumer spending, Dr. Oetker found that sales of one of their flagship brands, Chicago Town Deep Dish pizzas, were going backwards ...

Pregnancy is a time of excitement, anticipation and anxiety when a whole new world opens up for expectant mothers and their partners. As a source of trustworthy information, NHS Choices (www.nhs.uk) h ...

Each year HM Revenue & Customs (HMRC) sent self-employed customers a ‘RITA500’ Self Assessment Amount Unpaid letter. The RITA reminded Self Assessment (SA) customers that they needed to make a payment ...

The concept of Cut4Cloth was to create organic baby clothes that would fit over washable cloth nappies. Although Cut4Cloth was seeing a good increase in sales year on year, it was becoming apparent th ...

As of 1st April 2009, the CORGI registration scheme would be no more, wiping out the 93% public awareness that the incumbent scheme had achieved over the years. From day one, British homeowners would ...

A very blue world of fragmented local identities used to be the many faces of the British Chamber of Commerce (BCC). Squeezed between well-organised and aligned business organisations like the CBI and ...

Graduates Yorkshire (GY) is a recruitment brand aimed at graduate employers in the Yorkshire region. It needed to develop a new identity to smoothly transition the service from a free one to paid-for. ...

This paper presents how Hiho, a family owned jewellery, giftware and homeware retailer, is performing against the downward retail trend, thanks to its new identity. Hiho recognised that to sustain ret ...

This paper demonstrates the power of good design as a tool for business success. When uktvDrama were performing poorly, the decision was made to develop a new identity based on the success of the rebr ...

Following a review of their kitchen business, B&Q needed to develop a new customer proposition and brand for their mass-premium segment. The standalone specialist kitchen brand Cooke & Lewis replaced ...

In 2005, the performance of Manchester’s main venues, GMEX and the Manchester International Convention Centre (MICC), was lagging behind competitors such as Edinburgh and Birmingham. In addition, bran ...