So after 15 years of developing a solid online and offline commerce business, the founders of Adams Vision felt it was time to consider creating a new brand in the natural cosmetics category.
The Business Challenge
One of the great qualities of online commerce is that it provides us with a huge world of products and brands.To cope with this world, with its great multitude of options, we have thought and created the Zanna brand, the packaging design for an extensive range of products and categories, its positioning message and its story. And so, we were able to connect the business, through the brand, with its consumers.
The strategic approach
We started this project prepared to approach it from the perspective of design thinking, meaning that we focused our attention around the consumer of Zanna products. We set ourselves the strategic question: “How could the Zanna brand break anonymity and create a competitive advantage that supports its growth in such a crowded market?
We have identified the possibilities of the brand to answer this strategic question, taking into account the geographical territory it addresses, consumer typologies, sales channels, product portfolio, etc.
Zanna's profile
As is well known, in business, if you do not create something with the consumer in mind, you will not succeed in doing something with an impact.
Thus, with the help of the insights provided by the Adams team, about the profiles of consumers with potential in the category, the analysis we made on the lifestyle and needs characteristic of each profile and interviews with users of products in the category, we took the first step in the project, namely, the choice and decision on the profile of the consumer to which Zanna will be dedicated.
The idea of the brand
The insights discovered in the discussions and analyzes of the Zanna consumer profile, revealed a person with a natural, simple, clean lifestyle, a person who feels good about himself, uses natural products, without controversial ingredients. Thus, the idea of the brand was born, which synthesizes the link between it and the consumer or: “Nature for naturalness”.
Slogan
If brands were people, in the opening of any conversation, instead of “Hello!”, they would make a promise in the form of a slogan. In the case of Zanna, wishing would be: It suits you naturally.
The slogan thus reveals the idea of the brand, describing the profile of the consumer with a natural, natural, simple attitude, to which Zanna natural products are intended.
The Story of the Brand
By combining the description of the consumer Zanna, the idea for which the brand exists and the promise of value it makes to it, we have created the story that will inspire further communication, and give meaning to the development of the business.
Packaging design
We have created a stylish and up-to-date master packaging that combines botanical illustrations made in a modern style with a clear hierarchy of information. The emphasis is on the interaction of typography elements with natural illustrations. Using a simple rule of colouring each product according to the main natural ingredient, Zanna's packaging design forms a distinct and easy-to-grow family.
