ROUND AROUND THE REFILL by Amane Branding for Salveco

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ROUND AROUND THE REFILL

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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: Logo Design
Advertiser: GROUPE DOUCET
Product/Service: YOU
Agency: AMANE BRANDING
Chief Executive Officer: Frederic Vivien (Amane Branding)
Copywriter: Mother Hoog Chanut (Amane Branding)
Art Director: Laurent Maurice (Amane Branding)
Media placement: Bottle For Cleaning Products - Supermarket - 15/09/2011

Describe the brief from the client
- Easily recognisable on every media and all sizes
- Express the brand values
- Express the product concept (bottle and refill)

Describe the challenges and key objectives
Express with a single mark the brand values:
- Simple
- Effective
- Universal
- Positive
- Modern

Describe how you arrived at the final design
The font is inspired by the product’s packaging. The ‘O’ is round, like the bottom of the refill cartridge. The ‘Y’ and the ‘U’ are derived from the ‘O’. The logo appears in white and stands for the product’s efficiency. Its thickness is meant to represent the concentration of the base product contained in the cartridge. A new revolutionary product called for an original packaging and font style. The logo is vertically positioned in line with the shape of the bottle.

Give some indication of how successful the outcome was in the market
The launch of ‘You by Salveco’ has exceeded all sales forecasts. The brand has created spontaneous and keen interest from the media and consumers, 3,000 Facebook fans, and infatuated consumer testimonies, which is quite rare on the cleaning products markets 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.