Our work for Hygeia

Repositioning Hygeia

21 January 2002

A five-year project to develop Hygeia as the leading supplier of garden care products on the Irish market commenced in 2001. A strategic brand review and packaging design project successfully built on existing brand equity and greatly strengthened on-shelf stand-out.

Background
International players supplying cheap, easy-to-use garden products have put Galway-based Hygeia Chemicals, a producer of insecticides and herbicides for home, garden and agricultural use, under increased competitive pressure in recent years. Hygeia's brand had become dormant and jaded compared with international competitors Scotts and Westland. Hygeia had not taken full advantage of its competitive positioning - the superior quality and strength of its leading Mosgo and Hytrol products. BFK were engaged to develop Hygeia as a strong, value-added consumer brand for key lawn care, weed and pest control products in the domestic garden market. Creative challenges were:

1. How to develop the Hygeia brand into a more exciting product offering.
2. How to improve shelf impact.
3. How to differentiate Hygeia products clearly from all competitors.
4. How to reposition Hygeia products to appeal to a younger, urban and more amateur gardener in search of an easy to use/high quality solution.

Strategic consultancy

We reviewed the environment in which Hygeia and its products operate to gain a representative and impartial view of market forces. We identified Hygeia's core values and unique selling propositions. Formal qualitative consumer research as well as opinion sampling among retail buyers established consumer awareness levels, perceptions and attitudes towards the Hygeia brand and products in garden centres, DIY superstores and independent hardware store sectors. Research findings indicated that consumers were more aware of competitor brands due to their dominant visual presence in retail outlets and to their extensive promotion. Research also highlighted an inherent consumer reluctance to strong chemicals and indicated that positive product attributes should be emphasised. In-store analysis highlighted the need to add sparkle and freshness. Packaging needed to be bright and cheerful with clear illustrations and short, sharp text. The brand need to be re-energised and refreshed while ensuring that the brand personality would not be overly chemical. It was important also to build on existing brand equity.

Creative solution

We explored options for brand and product names, brand imagery and packaging that would connect with customer needs on an emotional and rational level. There was a risk of loss of brand loyalty and equity in the event of a name change so the Hygeia brand name was retained and continues to be used as an endorsing mark on product packaging. The brand mark itself was evaluated and developed to present a friendlier and more organic look. Its dark green colour was lightened to create a fresher, more natural and radiant effect. The leaf icon from the brand mark was developed as a background device for the packaging range. Together with icons to indicate product USPs this also forms the basis of a unique graphic style and allows each product to be colour coded. The use of vibrant colours and the same design structure across the range results in a dynamic, impactful and vibrant style with strong on-shelf stand-out.

Hygeia Managing Director Eugene McCartan says "the rebranding project is part of a five-year plan to build the company into the leading Irish supplier of garden care products in the Irish market."