With so many competing products, the manufacturer behind the pervasive Vanish brand tasked us with a logo redesign for the popular fabric care product, which included market analysis, competitor research and packaging redesign.
We were commissioned to redesign the Vanish brand and logo, packaging artwork, display materials, in-store point of sale (POS) and large format retail fixtures, all of which were rolled out across Europe.
Extensive brand and market analysis was required, together with customer focus groups and competitor research in markets throughout Europe where Vanish is prevalent, including France, The Netherlands, Greece, Belgium, Israel and the UK. The findings guided us to a new creative design and positioning that was honed for each market, offering a hierarchy of key messages and brand communication.
We found new ways to express the Vanish brand, bring it to life, create assets that translated across all touch points and connected with UK and international consumers in the right way.
We accompanied our work with global branding and packaging guidelines to ensure that the design was consistent wherever it was used. Not only did we meet the challenge, but also the results exceeded all expectations with the Vanish brand enjoying an incremental rise in usage thanks to its fresh design and clear brand messaging.
The success of the project was seen through an increase in market share. The brand design was rolled out to several European and global territories in multiple languages with great success; proof that the guidance provided in the brand guidelines we created were well thought out, clearly explained and easy to follow.
The redesign not only helped Vanish fight off the challenge of Ariel in all of their key markets, which had seen initial success through listing in the major multiples, but increased the Vanish market share to almost 50%. Since the launch of the rebranded Vanish products the Ariel stain removal range has struggled to maintain listings and has been delisted from some retailers which helps to cement Vanish’s market leading position.
Vanish is one of a number of European brands Design Workshop has helped to launch or develop in Europe. From new packaging design for eco-friendly La Maison Verte; a new product launch including packaging materials for Chanteroy’s ‘St Marc’ cleaning products brand; and display materials, packaging design and customer incentives for Reckitt Benckiser’s (RB) European ‘Cillit Bang’ and Calgon brands.
RB’s international Vanish brand is currently the most popular fabric care product in the world, known for its professional stain removing results.