Salveco Design & Branding COLOUR OF SMILE by Amane Branding

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market France
Agency Amane Branding
Art Director Laurent Maurice
Copywriter Mother Hoog Chanut
Released September 2011

Credits & Description

Category: ii. Core FMCG
Product/Service: YOU
Chief Executive Officer: Frederic Vivien (Amane Branding)
Copywriter: Mother Hoog Chanut (Amane Branding)
Art Director: Laurent Maurice (Amane Branding)
Media placement: Bottle - supermarket - 15/09/2011
Media placement: Dispenser - supermarket - 15/09/2011

Describe the brief from the client
- Personify a visual break against competing products to attract consumers attention
- Express, in a single sight, the principle of the refills
- Strong and coherent ‘look and feel’ to build a global visual corpus for the brand
- Target upper and middle class without opposing them

Describe the challenges and key objectives
• Express the strategy: A positive trend break and its 2 components:
- Naturally focused on the consumer benefits (health and well-being)
- Satisfaction of product performance
• Attach, to the brand, a meaningful and solid visual corpus
• Trigger inspiration for the product
- A cleaning product can be an addition to the decoration of the house (no need to hide it)
- "I can be natural even while doing the house cleaning" (no more gloves, no more need to worry about the health of my children or pets)

Describe how you arrived at the final design
The packaging is disruptive compared to other household cleaning products: it is fully transparent. Even the coloured labels are transparent. This is meant to show that the product is not harmful. Unlike other ‘green’ products, the colour green has not been widely used, nor have we used references to trees. On the contrary, we have used very vivid colours as a mark of modernity and advanced chemistry. The shape of the cartridge is specific and is directly inspired from parapharmacy and cosmetology.

Give some indication of how successful the outcome was in the market
The launch of ‘You by Salveco’ has exceed all sales forecasts. The brand has created spontaneous keen interest from the media and consumers, 3,000 Facebook fans, and infatuated consumer testimonies, which is quite rare on the cleaning products markets that is usually very conservative and low on emotion.
Less than 6 months following its launch, almost all retail chains declare their intention to distribute the products of the small French independent brand; never seen before in this sector.