Problem

A nine year old brand with an established brand story needed a packaging refresh, responding to user feedback about its ‘tired’ appearance. The brief called for ‘evolutionary’ change.

Strategy

Close examination of the agency’s research led us to the hypothesis that users were missing an assertive, charged personality rather than the understated one presented by the packaging.

Brand idea

We argued for a personality more in tune with the advertising which promotes the myth of surprise sexual encounters in everyday settings, initiated by the woman. We thus exploited the brand’s ‘claw mark’ device which expresses the idea powerfully, and displayed it blatantly.

This change has resulted in a memorable and iconic visual asset.

Bold new advertising

Advertising agency O&M responded to the direction given by the pack, and immediately set the agenda for a new, emboldened view of the brand.

A new signature

The brand’s signature line was also redesigned in keeping with the aggressive new identity, suggesting the ‘torn off’ piece of fabric, perhaps the evidence of a sudden sexual incident.

Extension

With the original deo range was established as the ‘new normal’, we are assisting the client in creating a range architecture that encompasses perfumes and products that move up the price ladder by adapting the identity for newer markets and retail formats but with the same core promise.

Wild Stone’s journey into modern format stores is driven by a more premium identity. The ranges will give new roles to the brand’s graphic code, revealing new facets of Wild Stone.