In this situation, the Minus 22 company needed a new strategic approach for the product brand, which would stop its losses and pave the way for its growth. The questions they challenged us were, "How do we revitalize the product brand to avoid losing current consumers?" and "How can a product brand become relevant to its consumers?"
An agile branding solution
5, 4, 3, 2...1 START!
How Can Packaging Design Bring The Brand Back Into Customer Focus?
Two years after its launch with a new name and packaging design, the Minus 22 product brand does not bring the desired business results.
The lack of performance on the shelf is proven quantitatively, in terms of sales, but also qualitatively, following focus groups with consumers.
The communicatin platform contains a set of design and copywriting rules to help the Vivelis brand communicate coherently and strategically to every target audience.
With the support of the Brandfusion team, we have seen our category evolve, we have seen our customers’ tastes and expectations evolve, what they desire from the “frozen products” category and what matters to them when they choose a product. Starting from an in-depth analysis, the Brandfusion team created a new brand for us, competitively differentiated, with an attractive packaging which will certainly revitalize the Minus 22 product portfolio and, at the same time, belong firmly to our company’s values, our high quality and responsibility promise to consumers.
\ A relevant, differentiating brand idea
\ A convincing name, reflecting an idea
\ Category-specific brand identity and packaging design, capable of ensuring shelf visibility
\ Master packaging design allowing for brand extensions in various subcategories (vegetables, ready meals, etc.)
\ A creative communication platform for unity and consistency