Following the packaging design exploration for one family of gloves within the Ansell Occupational product category, our team was asked to address the branding of the whole category. Simply put, Ansell wanted to restructure an offer consisting of hundreds of separate SKUs into six product brands underneath the Occupational category. This was done through extensive user research, comparative product analysis (observing and grouping products by similar feartures and performance sets) and finally an exhaustive brand messaging and positioning supporting a platform of six brands.
The entire process included visual and verbal branding, reorganization of their product line, and developing a customer experience platform which visualized the recommended customer journey through product selection within a product catalog framework. Visual work for this initiative included development of brand guidelines and assets (one for each of the six brands, plus three others).
In 2011, after a successful launch of this rebranding and restructuring effort (increased sales and brand awareness), we further simplified the offer from six to three brands. (see Ansell 2011 project).