SCHOLL VELVET SMOOTH
Scholl’s heritage and expertise as the world’s leading footcare brand has been built on decades of problem solving. As the brand grows in line with consumer needs it is stretching in to more ‘beauty regime’ activities.
By bringing together new technologies and rich consumer insights the brand identified the value in an electronic foot file that delivers amazing, professional results at home. To launch this new product to a new consumer for the brand, RB briefed Lothar Böhm to create a new sub-brand. This new identity would drive the launch of this new product, in new packaging and with unlimited future development.
The opportunity was to identify which of today’s equities will be relevant in the future and leverage them for the new sub-brand identity. Creating this new sub-brand for Scholl challenged Lothar Böhm to use a new set of brand values on a master brand that is experiencing fundamental change.
The first step was to generate conceptual territories that could translate in to design executions at a later date. Once these were aligned with the client team the identity and packaging could be created and approved efficiently.