brand in transition
A refreshed Brand Identity immediately cues a contemporary and dynamic vibe. Tone of voice was key to the initiative, and clever but clear messaging helps overcome barriers to purchase that are common in the category because of technical labeling. The Bluetooth headphones now proclaim that the products ‘Get Loud,’ a waterproof action cam will ‘Make a Splash,’ and a baby cam will help infants ‘Sleep Tight’. The verbal branding was key to the idea of “making fun.”
bringing the fun back
Looking to engage millennials in a fresh and unexpected way and to boost the brand’s “grab and go” impulse appeal, Smith Design helped to reposition the Vivitar brand as a “less tech-y, more friendly” brand with a focus on fun and enhancing life experiences. The brand essence is “we make fun.”
making a splash
For sports, Smith Design looked to create a design that felt in line with the other segments while also conveying a more durable product and usage occasion. We took a more photographic approach using water droplets that were embossed and varnished on the final pack creating a tactile and premium experience.
Our packaging explore was focused around the idea of approachable fun. We were best able to show that through the brightly colored, candy-inspired mobile line which were designed to be impulse purchases under $10 a piece. Colorful, energized in-store Mobile Candy kiosk displays reflect the new brand personality and were developed to help increase brand recognition and promote sell through for retailers.
bringing it all together
We created a brand standards book that brought the different product lines together and allowed for new products as the company continued to innovate. The system was designed to be flexible and accommodate the ever changing face of the category.
The reaction to the rebranding effort has been phenomenal. Our booth at CES was the busiest ever, with lines to get in and ‘taste’ our Mobile Candy.”