Deliverables
What De Sangosse took away.
- Category audit
- Audience map for growers and gardeners
- Positioning statement and four pillars
- Brand personality
- Five design principles
- Wordmark
- Character illustrations
- Colour palette
About the brand
Slimax is De Sangosse New Zealand's organic snail and slug bait, the only BioGro certified bait on the market. It had the science. What it needed was a brand: a clear position, a personality, and a look that could stand apart from a category of green packs, snail photos and heavy technical copy, while still reading as garden care at a glance.
Process
How it got there.
- Audit the category
- Map both buyers
- Write the positioning
- Define the personality
- Set the design rules
- Build the identity
Where it lives
The brand out in the world.
Start a branding projectPositioning
Premium, not precious.
Two buyers, a commercial grower and a home gardener, want different things, but five benefits land for both. Those became the heart of the brand, under four pillars: organic leadership, trusted science, crop protection and premium quality.
“Premium organic crop protection that attracts pests away from valuable plants and stops feeding fast.”Positioning statement
We are
- Premium
- Professional
- Modern
- Natural
- Confident
- Scientific
but we aren't
- Cheap
- Clinical
- Traditional
- Rustic
- Aggressive
- Overly technical
Design principles
Five rules every piece had to pass.
- Stand out at shelfStrong recognition from several metres away.
- Lead with benefitsCommunicate outcomes before ingredients.
- Build trustOrganic and clean design.
- Reduce clutterA clear hierarchy, so customers understand the product quickly.
- Feel premiumReflect the quality of the product rather than competing on price.
Illustration
A cast drawn as a family
Same line weight, same eyes, same soft body, so a slug and a snail read as the same brand on a pack, a poster or a point-of-sale card.
Colour
The palette
- Deep green
#0D3029Grounds and headings - Lime
#AFCF5BWordmark and highlights - Soft lime
#D6DF6ASlug bodies - Sky
#87CDEASub-lines, pellets, outlines - Shell red
#EF4730Snail shell, used once - Pale green
#F1F7C9Presentation ground