OSIM RETAIL by Interbrand Group for Osim

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OSIM RETAIL

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Industry Health & Pharmaceuticals, Drugstores
Media Design & Branding
Market Singapore
Agency Interbrand Group
Released August 2010

Credits & Description

Category: Permanent Retail
Advertiser: OSIM
Product/Service: HEALTHY LIFESTYLE PRODUCTS COMPANY
Agency: INTERBRAND SINGAPORE
Date of First Appearance: Aug 31 2010
Entrant Company: INTERBRAND SINGAPORE, SINGAPORE, SINGAPORE
Creative Director Singapore: Marcel Wijnen (Interbrand)
Environmental Designer: Matt Schaefer (Interbrand)
Design Director: Simon Lee (Interbrand)
Strategy Consultant: Venetia Tay (Interbrand)
Senior Strategy Consultant: Ryan Chanatry (Interbrand)
Brand Strategy Director: Anne Donohoe (Interbrand)
Design Implementor: Kenny Tiang (Interbrand)
Media placement: Letterhead - Retail Stores And Corporate Headquarters - August 31, 2010
Media placement: Brochure - Retail Stores - August 31, 2010
Media placement: Product Cards - Retail Stores - August 31, 2010
Media placement: Carrier Bag - Retail Stores - August 31, 2010

Describe the brief from the client

OSIM, a healthy lifestyle products company, had a big ambition. Despite being a pioneer of their category and the No 1. seller of massage products in Asia, they wanted to take the OSIM brand to the next level and once again separate from the pack, highlighting that they offered more than massage products.

OSIM’s identity, tagline, packaging, advertising, collateral, retail environment and POS would all be updated to increase relevance, and create a stronger, deeper relationship with customers.

Describe the challenges and key objectives
Our initial full-scale situation audit found OSIM had very high awareness, but the key brand issue was the barriers to purchase within the retail space.

The new retail needed to have a premium look, be distinctive from competitors, but at the same time, be warm and inviting for potential consumers to be attracted to it. It also needed to be adaptable to the various store and counter formats.

A new approach to shelf communications was required to help curious and timid customers self discover, giving them the opportunity to become familiar with the brand at their own pace.

Describe how you arrived at the final design
Our new strategy sets the direction for the OSIM brand moving forward. A human element was added to the identity reflecting OSIM’s customer-centricity, and the typography and colour system conveys a warmer tone. The visual creates cleaner, simpler and more focused communications.

A new store entry space was created that encompasses a trial area. Four new product zones help customers navigate the store and build understanding of OSIM’s product breadth. Their benefit orientated names helps position the brand as being responsive to customer needs.

Give some indication of how successful the outcome was in the market
The identity change has provided a platform for OSIM to talk to stakeholders internally and externally about their refined focus as a brand.

OSIM sales staff now have a clearer understanding of how to create a memorable OSIM branded experience for their customers.

The revitalised brand concept, supported by a retrained sales teams and an improved product mix, helped provide absolute sales increase per sq ft by 35%, 47% and 100% within the first three months across the first three stores launched. The new identity, retail design and customer experience will be launched across all OSIM outlets.