Our work for Slendertone

Slendertone brand development

30 March 2003

Repositioning the Slendertone brand as an active lifestyle, health and fitness proposition involved a new brand architecture, new visual styles, a complete redesign of the packaging range and the design of modular, point-of-purchase displays. Full brand management guidelines will maintain consistent implementation.

Introduction

Bio-medical Research Limited (BMR) of Galway manufactures electro-muscular stimulation products for the personal care and medical markets. The Slendertone range was traditionally targeted at the personal care/beauty market. In 2002 BMR identified greater opportunities in the health and fitness sector - a larger, lifestyle market sector with broader consumer appeal. We were commissioned to reposition the brand and to redesign packaging, point-of-sale material and related collateral items.

Background

The Slendertone Flex abdominal training belt system for men and women was launched in 2000. Various packaging and collateral designs had evolved over time in line with the evolution and extension of the product but lacked synergy across the range. Our challenge was to review the product range, brand and packaging, analyse the new marketing strategy for Ireland, UK, Continental European and US markets and reposition the complete product suite within one coherent visual framework.

Brand architecture

Before tackling consumer-facing elements we identified the need to rationalise the brand architecture to introduce an orderly masterbrand/product designator relationship across all products. The result is ease of branding for new products and/or brand extensions and better return on investment in brand promotion. All new material now supports everything else. The overall positioning of the brand is clarified. The brand and packaging process is now clearer, more consistent, easy to control and more economical to manage.

Creative solution

Product packaging plays a key role in repositioning Slendertone Flex in the mind of the consumer. Moving from card-based packs to blow-moulded plastic containers has a tactile effect on the premium positioning of the product. On-pack labels also define the new health and fitness attributes of the brand. Working closely with BMR we explored a number of alternative visualisations around the brand proposition. Earlier Flex packaging emphasised the perfectly sculpted, beautiful torso above all else. Our new concepts use the full figure on the pack. Including the complete person signifies a more holistic approach - Slendertone Flex as part of a lifestyle and not just an addition to a beauty regime. The introduction of outdoor action photography reinforces the lifestyle concept.

Development and implementation

Promoting product benefits and advanced features reinforce credibility and quality. Unique icons communicate the multiple features of each product in a visually impactful way. In keeping with the medical nature of the technology underlying the products, the reverse of the packs display detailed background and user information. Product support booklets - part health guide, part instruction manual - have been clarified and redesigned in line with the new packaging and brand positioning. We designed a complete range of cardboard-engineered point-of-purchase units ranging from two-metre square wall mosaics and floor stands to A4-sized counter displays. We also produced a special range of displays targeted at the Christmas giftware market. All display items made extensive use of the new Slendertone Flex photography.