PROJECT OVERVIEW
An established key figure in the ethical health and wellness industry, Naissance was a brand with an identity crisis - a brand at odds with its own aspirations and vision.
The company’s attractive profile was undermined by the brand’s lack of engagement and impact making for a less memorable customer experience. Ineffective core branding across all customer touch points created an unfavourable, sometimes negative, first impression discouraging further engagement.
February 2020 - following a highly profitable period, the company set out to develop and drive the Brand Marketing strategy. Hiring a team of marketing and sales specialists, I joined in March as the Creative Lead.
The team was established with the challenge of evolving the brand while elevating the product proposition.
The ambitious target set was to grow turnover from £25m to £100m in 3 years.
The team was established with the challenge of evolving the brand while elevating the product proposition.
The ambitious target set was to grow turnover from £25m to £100m in 3 years.
Re-naissance
A NEW BEGINNING
A NEW BEGINNING
If you follow the roots of the Zambezi river all the way from Port Talbot you can find the origin of the Naissance story.
It was here that I discovered a rich and vibrant source of inspiration, namely in the Zambian surface designs locally known as Chitenge.
A vibrant mix of electric teals and neon like magentas punch against rich blacks and dense blues. The patterns themselves combine harsh geometric line and natural fluid curves.
This influence, if correctly applied within in contemporary framework, would offer huge creative scope for the brand.
COMING HOME
N-Leaf
Inspired by my study of Zambian Chitenge, I began the design of a new N-Leaf logo. First creating the form of an N, equilateral in dimension
Within the form’s shape I developed three leaf shapes, similar to those observed on various examples of print
To further emphasise the Chitenge influence, I proceeded to
populate these shapes with geometric and curved lines recognisable to those found on traditional and contemporary designs
To further emphasise the Chitenge influence, I proceeded to
populate these shapes with geometric and curved lines recognisable to those found on traditional and contemporary designs
Re-naissance
Brand Guidelines & Tone of voice
The brand and its values are the beating
heart of any company
heart of any company
Naissance guidelines were not created as a rigid rule book; instead, put in place to ensure that the personality and values of Naissance are represented honestly and consistently at all times, both internally and externally
The guidelines were created as an open, live document that would evolve and grow as the company made further strides - in fulfilling its vision
Re-naissance
Premium product range
The new packaging concepts for premium products was a total rethink of the existing proposition
Far more than a redesign of artwork this radical solution required a reappraisal of Naissance’s fundamental approach to packaging and product presentation
The understated yet contemporary design allowed the tactile qualities of the packaging to communicate the Naissance brand mission, committing to a sustainable and ethical principle
Organic bio-degradable & recyclable label substrate sprinted using sustainable vegetable inks and plant based adhesives
Eco-friendly foil effects
Fully recyclable glass bottle and carton
Eco-friendly foil effects
Fully recyclable glass bottle and carton
Reducing waste product from 100% to 10%
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Naissance
Reflection
Unfortunately as I was with Naissance for only a period of 6 months I was not in a position to see out these projects their full engagement - without the means to fully establish the impact these projects made I instead reflect on the incredible achievement in delivering such a extensive overhaul in just 6 month.
Unfortunately as I was with Naissance for only a period of 6 months I was not in a position to see out these projects their full engagement - without the means to fully establish the impact these projects made I instead reflect on the incredible achievement in delivering such a extensive overhaul in just 6 month.
Delivery of full company profile and brand report
Redesign and roll out of new logo and lock-up
Design and delivery of new brand guidelines
Composition of TOV document
Reskin and composition of Shopify site
Revision of supporting imagery and social posts
Asset creation for 11 product launches
3 Sales Campaign