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Project Overview
Premax is a sports skincare company founded by renowned sports physiotherapist Randall Cooper, and is the preferred massage cream brand of most elite sporting teams in Australia. Premax’s primary sales channel is online, with a focus on Western markets where sports skincare is an emerging category with huge growth opportunity, but no established category cues.
With their key audience being practitioner and athlete focussed, Premax is associated with high performance sport, exercise and health, however feedback from industry peers indicated that their current branding did not reflect this.
Team
Brand Marketing: Randall Cooper Amber Bonney: Strategy + ECD Brian Rodrigo Llagas: Design Director Matt O'Connor: Production Stephen Wren: Group Account Director Liz Archer-Fisher: Senior Account Manager Photographer: Arnaud Domange
Project Brief
The project scope covers:
- Brand Strategy
- Brand Identity
- Range Navigation System
- Packaging Design
- Brand manifesto
Project Innovation/Need
Designed to reflect the high-quality nature of the products on offer, the current brandmark was optimised, both via typography and form, to create a sense of authority, whilst still retaining its roots.
Premax’s core colour (it’s key distinctive asset) was retained, and blue was heroed across the packaging.
Since the redesign, it has been confirmed that the entire product suite will be ranged on a large UK online retailer, who had previously dismissed the products based on their appearance not being a fit with their premium brand.
Design Challenge
To create a unique and premium brand that accurately reflects the pedigree, function and desirability of a high-performance sports skincare range, elevating the product design from a scientific and functional base into a lifestyle /stylish range that audiences are proud to be seen with.
Due to the growth in products on offer, range navigation optimisation was also needed to ensure current consumers were able to find their favourite products, while new consumers would easily be able to navigate the range.
Future Impact
For the end-user, the strategy was focused around creating a desire to purchase, with a design system that heroes the brandmark in premium foil finishes, as well as ease of navigation via pops of colour.
Systems - Commercial
<p>Commercial projects recognises that design is the means to create meaningful experiences for users, create value for people and drive profit for businesses.</p>
<p>All systems are designed to serve a purpose – and that purpose is to serve people. Systems design optimises systems performance by systematically focusing on the human component - human capacities, abilities, limitations and aspirations.</p>
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