Launching Tesco’s first organic femcare brand
TOTM makes awesome organic sanitary products. Right from the start, TOTM set out to be a disruptive brand, aiming to change attitudes and behaviours.
We worked with TOTM to redesign all packaging to coincide with a nationwide launch in Tesco. The aim was to challenge conventional stereotypes of what an organic brand should look like - and find new, bolder ways to tell the organic story. The packaging needed to stand out and immediately communicate the brand proposition.
Sector
Healthcare
FMCG
Services
Brand strategy
Brand identity design
Digital & print resources
Marketing materials
Packaging & POS design
Photography & art direction
Creative concepting & design
Advertising campaigns
Following shelf analysis and market research, we created a packaging concept which evolved the existing colour palette and introduced eye-catching, organic patterns for each product range. Individually each product looks great, but as a collection, it really pops on shelf. We introduced bold statements on-pack, which tell the story of the product in a new way, and connect directly with the consumer.
Being an online brand, we also needed to create an Instagrammable product that would connect with the target audience and inspire them to share in their own social feeds. The response was amazing.
We also designed a launch campaign to introduce the brand to the mass market. We took the pattern concept and applied it to models using organic body paint. The idea was to communicate that TOTM customers are different – they are not ashamed of their period, and they are proud to buy TOTM because the brand represents their own values.
The Tesco launch was a great success, with the retailer subsequently increasing order volumes. Following that success, TOTM is now stocked in M&S, Ocado, Morrisons, Superdrug and ASOS, as well as Urban Outfitters in the USA. The brand has also launched a new self-care product range.
Campaign boosted sales by 30%
We work with TOTM regularly to supply artwork for in-store promotions, POS and campaigns. The most recent was a proximity-based classic 6-sheet campaign to support the launch of a new product in London Tesco Express stores. The campaign raised awareness and encouraged consumers into store, boosting sales of the product line by 30% during the campaign, and 17% afterwards.
“Thank you for all of your amazing work this year. We’re obsessed with the new packaging and we really appreciate all of your support throughout the redesign projects and photoshoots”
