Crystal Spring’s design make-over is a clear winner
Background
When reflexologist Sally Laird bought Crystal Spring in 2005 the company had a single – albeit successful – product, an alum-based deodorant. Since then Sally and her son Thomas have expanded the
business, adding other natural healthcare products to the range.
The challenge
While the business grew significantly after Sally took over, escalating competition began to affect sales. When Thomas came on board in 2006 he recognised that the company image was dated and failed to promote the product benefits. He wanted to create a strong brand identity as well as formulate a growth strategy.
The response
An overhaul of the corporate identity is encompassing not just the visual appearance of packaging and marketing materials but also all written information – the tone is now more contemporary, informal and user-friendly. In addition, ‘Crystal Spring’ has become an umbrella brand under which other products are positioned.
The outcome
The new approach has resulted in very positive feedback and a marketing drive to boost awareness of the new brand is planned. The work is ongoing and will include a re-vamp of the company’s website, but all the signs are that the new-look Crystal Spring is clearly a winner.
Download the Crystal Spring case study
Tags: Crystal Springs, designing demand, generate
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