Creating a New Ripple in the Market
Melbourne-based Ripple Products is an innovative small business specialising in products with environmental and educational messages. The company strives to deliver products and services that can achieve social and environmental change. In addition to developing Australia’s first commercial digital shower timer, Ripple’s product line includes sand timers, water-saving buckets and Enviro-Tips.
After five successful years in the environment sector, working with key organisations to carry out their water conservation messages, Ripple Products was keen to expand its business in the retail market. The company’s research showed that consumers were savvy about their responsibilities to the environment, and were seeking to support and invest in long-term, credible and established brands. Ripple also recognised that products that communicate an eco-friendly message were considered ‘hot’ in the consumer world and thus also appealed to retailers who are keen to stay on-top of trends and merchandise product that meets consumer needs.
Ripple planned to launch a premium consumer range of products carrying water and energy conservation messages for national and UK-based retail chains. In developing the range, Ripple took into account Australia’s ongoing water and energy conservation campaigns.
For the launch of its new retail range, Ripple Products engaged brand design specialists, Hoyne Design, through Design Victoria’s Business Immersions program, to redevelop its packaging, point of sale and retail marketing collateral (both print and web-based) to ensure that Ripple’s concept and position were strong, clear and ultimately successful with retail buyers who are inundated with products and messages every day.
Hoyne Design, recognised the need to develop a brand that would reflect Ripple Product’s leading position in water conservation and education, which would be immediately identifiable to existing clients and which would also speak to audiences in two distinct markets – the business-to-business and retail markets.
Ripple Products was excited about the opportunities a new brand identity could bring to the company and it immersed itself in the development process. In 2009, the company unveiled its new corporate logo and brand identity which provides a new retail/consumer brand identity, and a cohesive overall appearance in the retail market. Ripple believes the new brand identity will positively impact client relationships, sales generation and its marketing capabilities.
Facts at a glance
Challenge
Ripple Products design innovative products for environmental campaigns on a custom made basis, and sell a 'Ripple' branded range of products through retail outlets. The company needed a new brand identity to accurately reflect and clearly illustrate its business-to-business activities, as well as to strengthen its retail presence. An important part of this was a corporate brand-mark, and product packaging to represent its retail enterprise.
Type of designer engaged
Hoyne Design, a design agency experienced in developing retail brand identities, with specialist skills in packaging.
Most important part of the process
Determining Ripple Products’s positioning in order to develop a brand that would be immediately recognisable in two distinct markets.
Most difficult part of the process
Ripple found it challenging to communicate its future goals accurately through its current branding and visual communications. Hoyne Design, however, enjoyed the task of developing the two unique concept directions that were required as a result of Ripple’s self-analysis.
Final product
Ripple received consumer and corporate brand identities (brandmarks). It also gained packaging for four products and specific branding for stationary and an e-newsletter.
Results and benefits
Ripple received unique brandmarks that clearly define its market positioning, as well as packaging design that succinctly communicates to consumers what the company stands for and the benefits of its products.
Click here to download the full Ripple Products case study.
Related Links
Ripple Products — www.rippleproducts.com
Hoyne Design — www.hoyne.com.au
18 September 2009