the semiotics of soft for Charmin.
Essity bought Charmin from P&G but needed a new brand name and marque to migrate its softness equity. We explored the ‘semiotics of softness’ to inform creation of the Cushelle name and Koala marque, imbuing the new brand with all the softness and character of its predecessor.
a new name for a leaping tiger.
Tiger was expanding fast but its brand name faced trademark challenges in new markets. We created with the founders a new registrable and protectable brand name which would retain brand equity and travel easily to new markets globally.
premium brand defence.
Dupont Danisco created the first Xylitol but as patents lapsed inferior, unsustainable generic xylitol was entering from Asia. We created a new brand Xivia ‘Approved by Nature’ to tell the pure birch wood sustainable quality story afresh.
a case study in more detail.
Boux Avenue: A new brand for a premium lingerie high street retail experience.
Theo Paphitis was launching a new lingerie retail concept targeting ‘grown up' women seeking style, expertise and tailored choice - in look and fit – in an experience that bucked that of dowdy ‘old school’ department stores. Team Theo needed a new brand name created and researched in context of this savvy ‘mature’ target’s expectation of range, service and store ambience.
We worked co-creatively with the target, generating and testing brand names within the context of retail and range experience concepts to deliver a name and optimised retail offer – Boux Avenue – with target pull and scope to travel the world.
Boux Avenue launched its first store in Glasgow, growing to an 18 strong UK operation with franchises in 14 international markets.
“The consumer co-creation sessions you designed helped us not only to finesse a more customer-focused offer but also to give Team Theo complete confidence in Boux Avenue as a fitting encapsulation of our exciting new launch.”
— Retail operations director
