We Refresh and Rebrand
At some point all companies come to that milestone known as “the rebrand.” For us that time was now...
At some point all companies come to that milestone known as “the rebrand.” For some, it happens early on once they’ve discovered who they really are and more importantly why they really exisit while with others, their rebrand and refresh can occur after many years of having grown (or outgrown) and developed their brand and overall position.
So about us, Stephenson Personal Care have been making speciality soap bases since 1856. We’re a fifth generation family business, and committed to top grade, renewable and ethically sourced ingredients that allow our customers to add quality and value to their finished products. Our customers range from mighty multinationals and supermarkets through to crafting hobbyists.
Innovative and ambitious, we wanted to identify and update our brand to clearly express our heritage, experience and ‘creative chemistry’, and of course be consistent across all of our pack formats. The challenge for us was to create a brand and packaging strategy that communicated to our entire customer base, from the blue-chips right through to the homecrafts market.
We worked closely with Brand and packaging design specialists Robot Food based in Leeds. Their portfolio speaks volumes, and their team have delivered us effective design, by crafting a new identity that’s clinical without being cold.
“Versatility was key in order to engage such a wide-ranging customer base. So we blended a scientific feel with a hint of lifestyle. We crafted the ‘O’ in ‘Stephenson’ into a subtle drip shape for a little extra personality. The clean lines, clear information hierarchy, color coding and simple usage icons all contribute towards an accessible, fresh-looking brand that we’re really proud of.”
Mike Johns, Lead Designer at Robot Food
The results retain an air of professionalism without alienating our craft and hobbyist customer base, the accessible ‘trade’ feel is coherent, functional, clean and eye-catching.
We’re a creative business with over 100 years of experience, yet our previous branding and positioning hadn’t communicated these aspects effectively. The new branding has added value to our overall proposition, and feedback from our distribution networks has been outstanding. By bringing ‘creative chemistry’ to the fore, we now have a clean, iconic identity that supports our brand development and marketing activities worldwide.