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Vanilla (Singapore)
Taste of Beauty
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Old Name: Beauty and Slimming Consultants Pte Ltd
Background
BSC Pte Ltd had 4 outlets in neighbourhood locations island-wide. They wanted to move into the central city shopping district in Singapore to position themselves further upstream in their current business. Their current name was too generic, could not be trademark & mid-income consumers can’t relate to old brand. Also, the slimming beauty market was already saturated with too many centres using the same marketing techniques.
Solution
A new approach to beauty and slimming was need for BSC Pte Ltd. OIG developed a new brand identity programme and “Vanilla” was created. It was a powerful identity that promises to deliver beauty to each individual’s physical well-being. The rationale is that Vanilla enhances all other flavours and therefore, Vanilla the brand will enhance each individual’s beauty. The new identity created a springboard to target the simple and sophisticated consumer. The identity created a reflection of health and aesthetic imageries to ensure that Vanilla stays in the consumer’s minds. A brand, retail and corporate identity guide was developed to ensure appropriate usage of the brand and corporate identity throughout the brand communication mix. This included the discipline in the consistency of the communication materials, staff behaviour, work, culture and positioning. Lastly, an environmental identity was created to ensure brand consistency in the retail front.
With the new identity, Vanilla has grown tremendously to a bigger flagship outlet with more services. The identity also gave management the confidence to approach MNC’s for promotional tie-ups and corporate services.
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