Framing the Challenge
Agency: Brand Genetics - UK.
To innovate the current brand bottle - through evolutionary pack concepts - in a direction able to state more strongly the brand values and the core brand identity.
Methodology: Cultural Semiotics and Semiotics of Package Design.
Understanding the semiotic codes and patterns of meaning that visually communicate the Brand and establish a charming and emotionally engaging relationship between the brand and its consumers.
Innovations must speak to consumers directly and in their own language.