TENA LIGHTS

TENA, AN SCA PRODUCT

LIFESTYLE WHERE IT'S LEAST EXPECTED

BACKGROUND

TENA, owned by SCA, is a leading global hygiene and forest products company, is the UK and Republic of Ireland's leading continence care brand, and is relied upon to improve the quality of life for those living or working with incontinence.  Absorbent bodyworn products have driven the evolution of hygiene standards in modern society and TENA plays an important role in this.

THE PROBLEM

TENA offers an extensive product range with its original brand image. However, a new category language was desired by the audience. The market demanded a more feminine-oriented product to resolve their feminine hygiene needs.

THE SOLUTION

A new product was developed: the Tena Lights range. This product helps and prepares women with unexpected menstrual cycle incidents. The packaging identity of Tena Lights reflects comfort and relief to counteract the feeling of embarrassment and stress most women feel in these situations. 

DESIGNS:

MONDORO

BRAND STRETCH INTO A NEW CATEGORY

BACKGROUND

Mondoro embodies Italian zest for life and luxury. Mondoro Asti is a D.O.C.G. Sparkling wine of the highest quality from the hills of Piemont, Northern Italy. The premium sparkling wine brand enjoys brand awareness of 85%. The main market is Russia, but worldwide sparkling wine lovers enjoy the premium experience made from 100% Moscato grapes.

THE PROBLEM

Mondoro is the Campari brand that, created in the world of sparkling wines, has shown great potential. With a view to extending the range, Campari decided to stretch into a new category, working on a premium and high quality spirit brand.

THE SOLUTION

To stretch Mondoro’s brand equities into the new vermouth category we used, on the one hand, mood-inspired style plotting to elaborate Italian lifestyle and opulent splendour for the russian market and, on the other hand, our extensive category knowledge to find a unique Mondoro expression for vermouth. The result is a distinctive packaging, thanks to its iconic shape, that merges the tradition from the world of vermouth (bottle shoulder and neck) with the sinuous shapes and dynamics of the base (the waves), giving a strong visual impact that immediately features in shelf presence.

DESIGNS

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DAVIDOFF ID

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INSPIRING IDEAS

BACKGROUND

When Zino Davidoff created his cigarettes he did it with an attitude as opposed to a demographic in mind. His attitude was elegant and refined, as well as contemporary and forward thinking.

This is our aim for Davidoff iD.

THE PROBLEM

New Davidoff iD offers a premium cigarette experience and the discovery of inspiring iDeas.

This is one of the most impactful global launches in the history of Imperial Tobacco, designed to extend Davidoff’s premium portfolio to a wider group.

THE SOLUTION

Davidoff iD is about discovering something new every day. iD also has a unique pack with innovative finishes, creative details, and lively colours that contrast with its modern black or stylish ivory. When the pack is opened, a range of different designs will appear. Behind each iD logo lies commissioned artwork from selected artists from all over the world.

DESIGNS

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FINISH

RECKITT BENCKISER PRODUCT

GLOBAL RANGE DESIGN

BACKGROUND

Finish, was introduced as one of the first dishwashing detergents in Germany in the 1950s. As a traditional brand with most professional technologies and rich varieties, Finish has maintained a dominant position worldwide, in terms of market share, for decades.

THE PROBLEM

To continuously lead the market with innovative products, Reckitt Benckiser decided in 2009 to standardise its Power Brand as a global brand family. A strong visual identity was needed for brand recognition amongst consumers and to embed the brand value of the Power brand worldwide.

THE SOLUTION

To successfully maintain market leadership after the global relaunch, we used in-depth knowledge of the markets, categories and motivational drivers in society. We created a new visual identity and brand approach to ensure we had a positive emotional impact on every touch point. Further, we established a clear good-better-best system that allows easy consumer navigation and up-selling.

DESIGNS

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RESULTS

20 MONTHS FROM KICK-OFF TO RE-LAUNCH

Not only has the Finish brand portfolio grown substantially over the past years, but its success in the market has improved considerably. Strong design principles applied throughout the portfolio make Finish easily recognisable in any market, any language. From Saudi Arabia to Japan, the same design and brand equity are applied across a clearly denoted tier structure and product offering.

B&N ELIXIR

A NEW OFFERING

BACKGROUND

B&N Bank asked LBA to help them develop a new offering that will bring more customers, who seek greater convenience and flexibility, whilst also allowing B&N Bank to avoid major investments into traditional retail channels.

THE PROBLEM

Elixir is set to revolutionise the way Russians bank, offering the country's first exclusively online bank. LBA has worked across the entire Elixir project: from consumer immersion and the development of strategy, through the creation of the core identity, to each and every touch point.

THE SOLUTION

We developed a new concept of direct banking to answer the commercial objectives of B&N Bank. We thought about the needs of the Russian consumers thirsty for the financial freedom achieved swiftly.

Tapping directly into the Russian psyche and traditional fairytales, whilst capitalising on the stability and trust of the main B&N Bank, we came up with a concept of transformation – Elixir.

DESIGNS

IMAGE SHOWS CREATIVE RESULT OF SERVICE OFFERING

ELIXIR'S DESIGN WAS IMPRINTED IN DAY-TO-DAY BAKING INSTRUMENTS

AN ONLINE PLATFORM WAS ALSO DEVELOPED TO ENSURE CONVENIENCE AND SECURITY

PENATEN

JOHNSON & JOHNSON PRODUCT

COMMUNICATING CARE & TRUST

BACKGROUND

We have accompanied Penaten for 30 years with 5 design generations. The growing consumer market and intensifying brand loyalty shows that design is able to communicate emotions, gentleness, confidence and competence.

THE PROBLEM

For decades, Penaten has stood out with its evolutionary designs, innovative products, and high quality.

THE SOLUTION

The key brand values of Penaten, “care & trust”, led our design work. With evolutionary steps we kept the brand character on a contemporary level. Global designs were adapted to local needs. The revised, reduced packaging design, and a clear assortment structure offer optimal orientation and relieve the buying decision.

DESIGNS

THE EVOLUTION OF PENATEN'S PACKAGING AND DESIGN

DIFFERENT CODES USED FOR DIFFERENT PRODUCT OFFERINGS

CILLIT BANG

REVIVAL OF THE PURPOSEFUL PURPLE PUNCH

BACKGROUND

In 2004, the slogan “Bang! And the dirt is gone!” was heard for the first time. Ever since, the Reckitt Benckiser power-brand has won over consumers worldwide. Now available in 30 countries and in 5 varieties, Bang set new standards with its eye-catching comic book appearance, influencing the entire category of household cleaning products.

THE PROBLEM

The relaunch required an eye-catching and contemporary brand family to consolidate their market leadership within the household cleaning category.

THE SOLUTION

We took Cillit Bang’s evolutionary packaging design a step further – setting a revolutionary stage for brand values with a clear communications hierarchy and a powerful starburst visual. The revival of the “purposeful purple punch” ran through the graphic redesign all the way to structural development of the overall packaging.

DESIGNS

VARTA

MERGE OF CONSUMER, BRAND AND TECHNOLOGY-DRIVEN DESIGN

BACKGROUND

Varta is the market leader in Germany and the only manufacturer worldwide not producing in China. Varta celebrated 125 years of battery-expertise “made in Germany” in 2012.

THE PROBLEM

On the old packaging, VARTA‘s brand- and quality technology heritage was nearly invisible. Research showed that the consumers‘ focus was neglected and the information architecture was misleading. The relaunch from 2006-2009 was supposed to fix this and reposition Varta as understandable and approachable quality leader.

THE SOLUTION

To upgrade the VARTA brand, we created a new visual branding and information architecture. Supported by a contrasting pictogram, a clear didactic gets the unique benefits of each product across. We improved the differentiation of batteries vs. rechargeable cells and we defined a global design language, which avoids text, due to the fact that worldwide only one design is used.

BATTERIES & RECHARGEABLES
The premiumisation and emotionalisation of the brand has been enhanced by the concise
colour- and picture language. The clear information didactic with pictograms and key visuals
as differentiation works for rechargeable analogue to the battery-design. The new brand- and technology-driven design helps consumers identify the right product for their needs.

FLASHLIGHTS
The new icon system supports quick & easy international market implementation and communicates technology, performance, safety, and clarity, accordingly. By reducing the packaging to only one front blister and a fitted form, a plastic reduction of total 55% was gained.

DESIGNS

PRONAMEL

SENSODYNE, GLAXOSMITHKLINE

TO SHIFT PERCEPTION

BACKGROUND

The Sensodyne brand has maximum credibility for efficacy, but delivered a poor product performance and was perceived as an old-fashioned brand.

THE PROBLEM

Pronamel was supposed to be the first global innovation for Sensodyne for many years. The product formulation was redesigned to tackle the growing problem of acid erosion, which is linked to factors in our modern lifestyle such as drinking wine, eating lots of fruit, and drinking sugary drinks.

THE SOLUTION

We developed a global brand identity, pack design template, and brand guidelines for the Pronamel brand built on existing Sensodyne design equities. The meme “pro” was chosen to communicate the product benefit across many languages and cultures. Relevant premium cosmetic cues were integrated in the design and communicate the product benefit with dynamism and modernity.

DESIGNS

RAUCH

ATTENTION-GRABBING BRAND AND PRODUCT DESIGN

BACKGROUND

All efforts of the Austrian juice producer RAUCH are focused on one goal, namely to recognise and to fulfil the demands and desires of their target audience. Since 1919, RAUCH represents fruit, family, and nature.

THE PROBLEM

Since 2013 its slogan "Welcome to the Rauch-valley ..." invites the consumers and traders to get to know the products and brand world of RAUCH’s family business. Together with the company, we redesigned its umbrella branding and positioned it towards

THE SOLUTION

With the Rauch-tree we embedded a strong umbrella branding symbol, providing a common home for all products. The naturalness of the popular fruit juices is thereby strengthened and a strong visual for the brand communication is shaped.

FRESH & FRUITY
The new brand quality seal underlines the high quality standard of the products visually. In addition the new package design of “happy day” has everyone craving for fruit. The Color-coded and verbalized on the upper tab and in the middle let consumers easily navigate in the extensive range. The juicy fresh arrangement of glass and fruit ensures a high-impact presentation on the shelf and at the POS.

DESIGNS

BEBE

JOHNSON & JOHNSON PRODUCT

INSIGHT-DRIVEN PRODUCT AND DESIGN DEVELOPMENT

BACKGROUND

"bebe zartpflege" (child care) builds the nucleus of Johnson & Johnson's "bebe young care". Since the '90s, the brand has targeted adolescent girls and young women who have outgrown child care and want products tailored to their needs.

THE PROBLEM

Over the years, “bebe young care” has been committed to high quality values and high innovation rates. The design language should therefore emphasize the unique product benefit and enrich the brand.

THE SOLUTION

With soft colours, feminine shapes, charming illustrations, and playful typography united under one umbrella brand, "bebe young care" is becoming a real eye catcher and trendsetter in the drugstore shelf.

DESIGNS

REDD'S

SAB MILLER

BE DIFFERENT

BACKGROUND

Redd’s is a brand different than all the rest. It’s fruit flavoured and refreshing – a perfect choice for women at parties and low-key get-togethers with friends.

THE PROBLEM

Redd’s Apple entered Kompania Piwowarska’s portfolio in 2000. Since 2001 Redd’s has been the leader in the category of flavoured beers. Further versions followed and the brand was ready for a relaunch to ease navigation for customers and increase satisfaction with their choice.

THE SOLUTION

For the new positioning we created a unique visual identity of the brand and consistent packaging designs. Its characteristic vertical shape and layout are totally standing out on the shelf to meet consumers' expectations towards new, unique, revolutionary designs.

DESIGNS

SCHOLL

RECKITT BENCKISER PRODUCT

PROBLEM SOLVING

BACKGROUND

Scholl’s heritage and expertise as the world’s leading footcare brand has been built on decades of problem solving. As the brand grows in line with consumer needs, it is stretching into more ‘beauty regime’ activities.

By bringing together new technologies and rich consumer insights the brand identified the value in an electronic foot file that delivers amazing, professional results at home. To launch this new product to a new consumer for the brand, RB briefed LBA to create a new sub-brand. This new identity would drive the launch of this new product, in new packaging, and with unlimited future development.

THE PROBLEM

The opportunity was to identify which of today’s equities will be relevant in the future and to leverage them for the new sub-brand identity. Creating this new sub-brand for Scholl challenged LBA to use a new set of brand values on a master brand that is experiencing fundamental change.

THE SOLUTION

The first step was to generate conceptual territories that could translate into design executions at a later date. Once these were aligned with the client team, the identity and packaging could be created and approved efficiently.

DESIGNS

VANISH

RECKITT BENCKISER PRODUCT

PROBLEM SOLVING

BACKGROUND

As the UK's stain removal expert, Vanish produces stain removal products that eliminate almost every conceivable stain; even really tough dried-in stains that have been around for ages. With Vanish in your cupboard, you won't have to worry anymore about the damage stains and dirt can cause to your clothes and carpets, giving you more time to enjoy the more important things in life!

THE PROBLEM

Vanish Oxi Action acts up stain lifting and removal without damaging the fabric. It had been a decade since Vanish re-branded its packaging and it was looking outdated in comparison to its competition. 

THE SOLUTION

LBA proposed new packaging designs that would not only modernise the overall packaging and transmit efficiency, but that would also ensure consistency of the brand image across all Vanish products - a key underlying element to the company's organised brand architecture.

The bubbles on the packaging were amplified as they needed greater purpose. They also drive the perception of efficacy of the product. The master claim banner was re-allocated to the bottom of the packaging and further away from the key visual. This allowed the image to stand out further which acts a key element in increasing sales.

DESIGNS

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OLD DESIGN

OLD DESIGN

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NEW DESIGN:

RESOLVE

STRENGTHEN RB'S RESOLVE

BACKGROUND

The successful US-American stain, carpet, and textile cleaning brand within RB’s broad range keeps your carpets clean and fresh. Resolve equips households in Canada, Peru and the USA with solutions from Carpet & Upholstery Cleaners and Stain Removers to Pet High Traffic Foam with ODOR.

THE PROBLEM

Target was to increase Resolve’s market share by enhancing brand impact, increasing brand value, and improving portfolio navigation. while also structuring the assortment.

THE SOLUTION

The brand mark was strengthened by adding dynamism and modernity. The jewel device behind the name mark emphasises the 

DESIGNS

GOLDEN VIRGINIA

IMPERIAL TABACCO PRODUCT

CONTEMPORARY INTERPRETATION OF NOBLE HERITAGE

BACKGROUND

Since 1877, Golden Virginia has been standing for high-quality, hand-picked tobacco. Through the years, competitive pressure increased and the competitive landscape has grown. Therefore, it was time for a relaunch for the number #1 RYO brand worldwide.

THE PROBLEM

Golden Virginia should be more firmly anchored in the RYO premium segment and should function at the same time as the umbrella brand for future line extensions.

THE SOLUTION

We created a contemporary interpretation of noble heritage by adding stronger premium cues and by adjusting the colours. The more unique & special logo is still a reminiscence to the past, but interpreted for the future. The artificial appearance gave way to an individual expression of craftsmanship, ruled by the sophisticated use of gold and the uniqueness of its logotype.

DESIGNS

MÖVENPICK

PREMIUMISATION

BACKGROUND

Swiss home based Mövenpick is well established in the segment chilled salads and salad dressings. Since 2011 Mövenpick’s salads and dressings can also be found in German supermarkets and are exported to Scandinavia.

THE PROBLEM

To ensure success in Switzerland and to increase international market share, a facelift of the packaging design was necessary - especially to prevail as a premium supplier over the growing number of private labels.

THE SOLUTION

The claim "The little everyday luxury" was the centre of the conceptual realignment of Mövenpick’s salads and sauces. The premium positioning was designed to match the brand values of Mövenpick and has been implemented on a shrink sleeve within the sauce category. Aimed at expanding the target markets Switzerland, Germany and Scandinavia.

DESIGNS

DRUM

IMPERIAL TOBACCO PRODUCT

RELAUNCH OF THE DRUMNESS

BACKGROUND

Drum, the world's number two roll your own tobacco brand after Golden Virginia, is currently available in more than 40 markets. By the way, every non-smoker recognizes the characteristic blue packet of Drum Tobacco, since it could be seen in the blockbuster Pulp Fiction as Vincent Vega's rolling tobacco of choice.

THE PROBLEM

Just like the brand, the packaging was expected to have an honest, approachable, and authentic look - recognisable solid blue for the loyal customers and contemporary interpretation to attract new adult customers.

THE SOLUTION

The distinctive red, but generic brand element (a stylized drum) was transformed into a unique key visual. The typical letter D became the vibrant heart of the design. While the learned colour coding was obtained, each DRUM pouch is resealable. Thanks to the flavour sealing material, the tobacco stays fresh significantly longer after opening. The longer strap ensures more freedom while rolling. And even after frequent use, the pack still looks tidy. Papers can be securely affixed to the packaging with paper sticker and are always ready at hand. 

DESIGNS

OTRIVEN

NOVARTIS

ONE UNIQUE GLOBAL DESIGN PLATFORM

BACKGROUND

There are many reasons for a stuffy nose: colds, hay fever, sinusitis, even the presence of sniffing infants and children. Otriven provides a reliable solution and allows users around the world to breathe freely again.

THE PROBLEM

The Otriven brand stands for "the sigh of relief and revive". This promise should be redeemed in the new, globally understandable key visual. Moreover, the relaunch was planned to structure the portfolio for users and marketing agents.

THE SOLUTION

After analysing the consumer needs and the demands of marketing agents, we chose a global easily comprehensible key visual: the floating sail. It visualises the promise of Otriven, grabs attention on the shelf and is an ideal design element for all communication materials.

DESIGNS

AOSTE

CAMPOFRIO

MEDITERRANEAN RANGE DESIGN

BACKGROUND

Lots of patience, an experienced hand, and a lot of heart and soul are needed to preserve the high quality of AOSTE specialties. For years, the premium brand has been at the top of the popularity charts in its native France and sells successfully all over Europe.

THE PROBLEM

Aoste is a strong, consumer-oriented brand. The relaunch aimed to create room for Mediterranean enjoyment, to increase appetite appeal, and to promote diversity in regards to variety.

THE SOLUTION

For Aoste’s cold cuts we created a Mediterranean world of indulgence. With a clear umbrella trademark in mind, we created a seductive Mediterranean product staging with a rustic background. With a strong appetite appeal and the matt-painted foil, the cold cuts show a special feature of everyday life enjoyment. The rustic woodcut background is framed with the custom design: the proof of origin lends the design a unique identity. Focus is given to brand-fit and quality appeal: "Stickado" is clearly established as a sub-brand under the strong umbrella brand of Aoste and can thus benefit from the core brand values. A unique light mood together with the matt-laminated foil including "soft-touch" ensures a rustic, authentic look and feel.  

DESIGNS