GRAMMY MIX
"A sound brand name for a rodenticide product."
Project assignment
KOLORO was approached by the marketing manager of VISTA LLC with a request to create a new brand for the rodenticide market. So far, the unnamed rodent bait was supposed to be an analog of the popular “Rat Death” remedy.
The task was to develop a name for the future umbrella brand combining various products for controlling garden pests (moles, aphids, ants, slugs, etc.). Therefore, the name of the new brand should not be directly associated with rodents.
After the naming, the packaging for the lure needed to be designed. Unlike the name, the packaging had to be unique. Only the logo should unify the umbrella brand. The packaging format is a 200 gram flexible pack. Sales territory – Russia and Ukraine.
Work plan
- Analyze the rodenticide market to identify vacant niches and study competitor solutions in detail.
- Poison naming – 2 stages, presentation of the top ten. Selection of one title.
- Packaging design development.More than 100 variants in sketch format and 4 final variants for presentation. Then – selection of the best variant and its finalization.
- Developing a UTP (unique selling proposition) and displaying it on the packaging.
Phase I. Analyzing the market for rodenticide products
Conclusions of the study
The chemical composition of the venom is similar to many other manufacturers. Therefore, our goal was to create additional brand value. The names of existing rodenticidal products can be broken down into several categories:
- aggressive names that revolve around military terms and personalities;
- names that play off the chemical composition of the drug;
- interesting names that are not directly related to the product.
Such motifs prevail in the design of the packaging:
- screaming colors, playing up insect deaths;
- A neat design that mentally references white-washed laboratories and researchers.
Many manufacturers use military symbols in the design, for example, drawing a pest in the center of the sight.
The target audience of the product is men and women from 40-45 years old, residents of the private sector, who face rodents all year round, and dacha owners.
Phase II. Developing a name for the rat repellent
Selected name
Among the titles we showed the customer was another one. “Rattlesnake mix” is a common phrase used to describe a killer product. It’s a vivid title, with a clear emotional coloring. The name also refers to the rattlesnake, a dangerous type of reptile. The name of the trademark turned out to be extremely successful: on the one hand it is suitable for any rodenticide product, on the other hand – snakes eat mice, so it reinforces the image of the product.
The customer opted for the latter option, as it is sound and does not contain negative connotations. He rejected the negative and humorous mood of “Vykusi”, the variant “Guardian” considered too simple, such a name is difficult to fill with meaning, and “Night Watch”, although it was free for registration, but could face the claims of copyright holders.
Terms of reference for packaging design
The packaging had to capture the impression of the name. It was required to reflect the power of the drug on the packaging and make it colorful.
The second challenge was to build off competitors who use militant elements and kitschy screaming imagery.
Since we did not use the names of the active ingredients in the name, we decided to abandon the “laboratory image” in the design as well.
Phase III. Creating packaging design
Concept I - "Hypnosis."
The trick to the first concept is the hypnotizing gradient. The dark blue color gradually flows into purple, which changes to bright pink and ends in deep red. The deep shade of blue symbolizes calmness, while red symbolizes struggle and aggression. These colors did not appear by chance: the product’s form of release is red and blue portioned sachets of the substance.
A mouse is drawn on the left side of the package, heading toward the bait as if under hypnosis. In the center of the packaging, we develop this idea using a hypnotic image-pattern. The packaging looks bright and different from competitor products, which makes it stand out from the rest!
The concept is based on the following keywords: blending, hypnosis, influence, attraction.
Concept II - Rattlesnake.
The second concept is concise. Its specialty is elements that can be seen from afar. The round snake repeats the idea of the previous concept, but interprets it in a different way. The second recognizable element is the text-illustrative bait-and-switch block. For it, we chose a stereotypical image of a mouse and cheese and reinforced it with text-characterizations of an appetizing morsel that is stereotypically attractive to mice.
We have also included a viewing window in the package cutout that showcases the product. This allows the consumer to immediately understand what type of poison is in front of him and not to ask unnecessary questions about the form of release of the bait.
Concept keywords: rattlesnake, waiting, baiting, destruction, purification, deliverance, baiting, hypnotic circles.
Concept III - "Dead Mouse."
“Dead Mouse” is the winning concept. The red color of the packaging is bright, it attracts attention, attracts the eye.
The main design elements chosen are:
- A font that creates a sense of dynamism;
- A two-part arrow (graphic part of the logo) aimed at the head;
- Two-color tablet motif (red and blue colors);
- A dead mouse (which can also be mistaken for a rat).
- A background pattern that centers the gaze of the beholder.
The concept combines 2 advantages. First, it’s comical, which means it evokes an emotion, which connects the consumer with the brand. Secondly, it clearly shows the result that the drug helps to achieve.
At the top of the packaging we have placed text that indicates that the product is suitable for mice and rats.
Logo
Unique selling proposition
Emphasis is placed on the two-component nature of the rodenticide agent. This assures consumers of the effectiveness of the remedy. Visual elements (a two-color pill illustration and infographic) and supporting texts helped to reflect the concept.
Packaging is not only bright and memorable, it also fully conveys the key message to the customer, reflects the concept of product positioning, draws attention to the product, and disposes a person to buy.
The package design is based on the following associative series: defeat, targeted destruction, caricature, death, 2 pills, possibility of choice, two-part, inevitable finale.
On the back of the package is an illustration: a mouse family leaving their nest, taking off for good. It is accompanied by the reinforcing text, “Rodents won’t be back!”. This combination of text and graphic elements emphasizes the positioning of the product and makes its benefits clear to the consumer, simplifying the perception of information.
Emphasis is placed on the two-component nature of the rodenticide agent. This assures consumers of the effectiveness of the remedy. Visual elements (a two-color pill illustration and infographic) and supporting texts helped to reflect the concept.
Packaging is not only bright and memorable, it also fully conveys the key message to the customer, reflects the concept of product positioning, draws attention to the product, and disposes a person to buy.
The package design is based on the following associative series: defeat, targeted destruction, caricature, death, 2 pills, possibility of choice, two-part, inevitable finale.
On the back of the package is an illustration: a mouse family leaving their nest, taking off for good. It is accompanied by the reinforcing text, “Rodents won’t be back!”. This combination of text and graphic elements emphasizes the positioning of the product and makes its benefits clear to the consumer, simplifying the perception of information.
Result
The new brand for the rodenticide market turned out to be original, comical and distinctive. The trademark “Rattlesnake Blend” has already appeared in specialized outlets and online stores. It was able to perform well in sales, squeezing out competitive brands.
Summary
Order a packaging design that will be recognizable and unlike competitive products, you can to KOLORO. We also specialize in catchy naming and a working UTP.
