Background
A strongly ethical company, Meadows sells high quality, affordable essential oil products. The retail arm of Earthblends Ltd, the company was founded over 20 years ago when managing director, Darryn Payne spotted a growing trend in the natural product market. Meadows was one of the first in the UK to retail 100% pure essential oil products and alongside growing sales at home it developed a significant presence in Asia, particularly within the Japenese market.
The challenge
Increasing competition created a need to rethink the company’s branding and packaging and ensure it had a strong presence in the marketplace, as well as reflecting the high quality of its product. Whilst determined to provide an affordable range Darryn has never compromised on quality. He travels extensively to source these oils and takes a personal interest in individual producers. It was important to him that any new branding reflected his ethics, had excellent environmental credentials and appealed to similarly minded consumers.
The response
Meadows had had its branding updated around 10 years ago and Design Associate Ian Ferris identified that whilst the current branding had some strong qualities, in that it conveyed the very distinctive company ethos, it was felt that it could be strengthened to better engage with customers and reinforce the brand positioning.
“Ian really went the extra mile when it came to understanding the business, and the whole ethos behind it,” said Darryn. “Not only did that make it great to have him around but it also helped when he came to recommend a designer to work with. “
Before any design work took place a lot of time was spent exploring the Japanese market, and talking specifically to Darryn’s Japanese distributor.
The outcome
“Our Japanese distributor got really excited when he saw the new packaging concepts,” said Darryn, “and we are now very confident that we will be able not only to consolidate but also expand our position in Asia. The branding has also given an edge to our new product range. It will stand against anything in the market so we have high hopes for increased sales in the UK as well.
Download the Meadows Aromatherapy Products case study
Tags: designing demand, generate, meadows aromatherapy products
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