PACKAGING INNOVATIONS London 2012 - Exhibitor catalogue

Design Activity

Stand GB15

Contact details

BS8 1LT Bristol
United Kingdom
www.design-activity.co.uk

Also in categories:

Packaging services

Concept & design agencies

Products

NIVEA FOR MEN

Delivering an 81% increase in sales with no major marketing support, Design Activity’s range of new Christmas packaging for NIVEA FOR MEN achieved outstanding results.

Gifting has been an important part of the NIVEA FOR MEN strategy for a number of years, however the increasingly competitive market means they continually strive to stay ahead of the competition. The challenge was to select a range of core products that resonated with consumers to encourage switching from other brands and drive incremental sales.

With shoppers becoming increasingly savvy, striking the right balance between perceived value for money, a good product mix and eye-catching packaging was essential. Fundamental to this was creating a gifting proposition that stood out whilst staying true to the NIVEA FOR MEN core brand values.

The Brief
This focused heavily on consumer insight, ensuring the range of designs captured new consumers without alienating current users.

The Result
A simple, bold and confident design that translated into a cohesive range of packs delivering strong re-enforcement of the NIVEA FOR MEN brand values. The new proposition engaged the buyer and recipient through a blend of innovative structures and eye-catching graphics.

The Effect
In a year when the total market grew by just 4.3% and other key players were in decline, the new gift packaging, pushed NIVEA FOR MEN up the rankings from No 4 to No 2, with an 81% increase in sales.

http://www.designactivity.co.uk/work/nivea

HiPP Organic

HiPP Organic is the second largest brand in the baby food category, with over 120 SKUs marketed across seven different packaging formats and food types.

As the original “organic” food brand, HiPP’s proposition was unique, but this position has been eroded in recent times with competitor organic offerings and the launch of new style formats such a pouches.

Earlier this year, Design Activity worked with the challenge of re-invigorating the HiPP baby food range packaging with the objective of re-establishing HiPP as the brand of choice.

Central to success would be the ability of the design to work effectively on the largest segment in the category…jars! Jars still dominate the baby food category in terms of shelf space, but their small labels make it inherently difficult to create impact through design.

The Brief
The focus was to infuse freshness and strong food values even on the smallest labels, whilst still communicating HiPP’s brand essence as a truly organic offering.

The Result
This was creatively and logistically a challenging project, but the result has lifted the brand’s proposition with strong appetite appeal… bursting with flavour!

The Effect
“In an incredibly competitive market we really had a challenge on our hands, but Design Activity have done a fantastic job. The new design was exactly the move forward we needed; delivering freshness and food values across our extensive range of product formats, including jars…and that is an achievement in its own right! Although it is still early days, sales figures are showing a distinct improvement already.”
Jane Mayall
Head of Marketing at HiPP UK

http://www.designactivity.co.uk/work/hipp

Product news

Sorbothane - 2010 DBA Design Effectiveness Award

Sorbothane develop shock absorbing in-soles for runners, walkers and athletes; and with Design Activity’s help their packaging re-design dramatically changed the visual equities of the range.

Accompanying this was a new pack format with internal structural development and a multi-lingual solution that enabled significant SKU rationalisation, reducing supply chain complexity and producing annual cost savings in excess of £50,000.

•Year on Year sales are up by 34.8% and the multi-lingual pack solution has created substantial new distribution opportunities throughout Europe.
•50% reduction in SKUs delivering the same range of size options
•Significant reduction in packaging materials on like for like volumes
•Less packaging creating a positive impact environmentally
•The new design has created incremental international opportunity with new distribution partners in Spain, Italy and Germany
•Return on investment has delivered £460,000 incremental sales against a £40,000 design investment

“Design Activity has over delivered against our expectation in every way. We have gone from an out of date dysfunctional line up, to an integrated portfolio that substantiates our leadership position in shock stopping insole technology. The new design has changed trade perception of our product, gained us additional distribution and totally transformed our export opportunity. With sales up by 35% and new distribution partnerships coming on stream throughout Europe, we believe our success is set to continue. This is all testament to the creative and innovative approach taken by Design Activity, without who we would not have been so adventurous”.
Andrew Hawkyard
Brand Manager, Patterson Medical

http://www.designactivity.co.uk/work/sorbothane

Bassetts Soft & Chewy – 2009 DBA Design Effectiveness Award

Design Activity were tasked with re-branding Bassetts Soft & Chewy vitamins with some clear objectives in place.

The results speak for themselves.. The new packaging not only showed a marked uplift in sales in a declining sector, it also demonstrated how effective design can shift consumer perceptions of a brand.

• Post-launch sales increased by 49%.
• Return on investment delivered £245k incremental retail sales immediately post launch, against £50k design investment.
• In a market declining by 9%, the re-design built market share by a remarkable 26% and increased spending patterns.

• Consumer perceptions changed from a children’s vitamins brand to a more grown up and credible vitamins brand
• Increase in listings - Full range now listed in all major grocers and pharmacy multiples.

“It is extremely satisfying that consumers perceptions about our brand have changed in exactly the way we wanted them to as a result of the new pack designs, allowing the brand to now grow into the rest of the vitamins market”.
Helen Samways - Brand Manager

This design work has established a platform for growth into the wider vitamin market and 2 years on, we have an expanded range from kids to teens to adults.

http://www.designactivity.co.uk/work/bassets-soft