Before & After: Stephenson Personal Care
by Diane Lindquist on 06/17/2014 | 5 Minute Read
Stephenson Personal Care wanted a fresh brand expression that would give a proud shout out to their heritage and help them play their trade overseas as well as having it flex across their various product formats. Brand and packaging design consultancy, Robot Food, rolled up their sleeves and got to work on a new identity that’s clinical without being cold.
“Versatility was key in order to engage such a wide-ranging customer base. So we blended a scientific feel with a hint of lifestyle. We created the strapline, ‘Creative chemistry since 1856’ and crafted the ‘O’ in ‘Stephenson’ into a subtle drip shape for a little extra personality. The clean lines, clear information hierarchy, color coding and simple usage icons all contribute towards an accessible, fresh-looking brand that we’re really proud of.”
– Mike Johns, Lead Designer at Robot Food
Stephenson Personal Care have been making speciality soap bases since 1856. A fifth generation family business, they’re committed to top grade, renewable, ethically sourced ingredients, and their customers span mighty multinationals and supermarkets through to household hobbyists.
Innovative and ambitious, they wanted a brand that would clearly express their heritage, experience and ‘creative chemistry’, and be consistent across all their pack formats. They asked branding specialists, Robot Food, to create a brand and packaging strategy that spoke to their entire customer base, from the blue-chips right through to the homecrafts market.
The results retain an air of professionalism without alienating the hobbyists, and the accessible ‘trade’ feel is coherent, functional and eye-catching. Chris Holmes, Stephenson Personal Care Marketing Manager, was delighted with the work.
“We’re a creative business with over 100 years of experience, yet our previous branding hadn’t communicated these effectively. It was high time for an overhaul. The new brand adds value to our overall proposition, and feedback from our distribution networks has been outstanding. By bringing ‘creative chemistry’ to the fore, we now have a clean, iconic identity that supports our brand development and marketing activities worldwide.”
Before: Stephenson Personal Care's Packaging
After: Stephenson Personal Care's Logo & Packaging
Designed by Robot Food
Country: United Kingdom