ABOUT

Objective
On completion of a global campaign for Magic Tree via UK distributor Saxon brands, WDA were invited to assist in the re-launch of three of the company’s other automotive brands including Sakura Accessories. At the time Sakura was no more than a name and a range of car accessory products. There was no brand wrapped around the range, and the packaging was felt to be cluttered, confusing and downmarket.

Strategise
Extensive in-store visits gave WDA a real insight into the retail environment and brands which Sakura would potentially share shelf space and compete with. These were mainly focussed around Halfords who were already selling the Sakura brand; but also extended to ‘hit-list’ retailers including the high street grocers. The solution was a complete redesign of the packaging with a bold font, layout and colour scheme to give great shelf presence, and a simple visual system to convey product type in a snap. At the same time the simplicity of the new packaging also created a much more premium feel to support the better quality products coming through.

Create and Engage
Ultimately the new packs had to work hard in store by being strongly differentiated from rival brands in the same category and grabbing the attention of passing shoppers, with a clear focal point which immediately communicated what the product is / does. The new packs were launched onto the trade through a small advertising campaign, whilst most of the consumer promotions were rolled out in store.

Monitor
The Sakura re-launch and subsequent drive to expand the brand’s retail network saw take up by Tesco, Argos, Halfords and Amazon online, amongst many other independent outlets.