Scholl
Our global range design reinstated the heritage yellow colour and brand guidelines to ensure consistency and leadership at point of sale.
Brief
The Scholl pack designs emphasise individual product ranges and benefits at the expense of a consistent brand identity. Consequently, the overall brand is fragmented with a variety of inconsistencies and unstructured presentation of key information. We want to re-establish Scholl’s position as market leader and create a universal design strategy to deploy to markets to ensure global consistency.
Solution
We created and defined a global design solution, across categories which enabled Scholl to have a confident brand impact
and consistent self-presence in store,
with recognisable, easy to understand product navigation for the consumer. We identified three segments within the foot care category; comfort, care and aid and defined the range architecture within these category pillars for both the mass pharmaceutical markets.
“The team at Rare don’t just do great design, they fully immerse themselves in the business problem clients are trying to solve. At Scholl, they became partners in the co-creation of the category strategy where design strategy had a direct impact on packaging and as such their work really stands out and helped us become the category leader.
The longevity of the work is evident in the fact that the design still lives on the shelf over in Europe, Asia & Australasia.”
Category Marketing Manager
