Indasec Discreet
Information about Indasec Discreet
APPROACH
La incontinencia leve es una realidad a la que se enfrentan miles de mujeres y hombres en todo el mundo, una patología cada día más reconocida por su impacto en la vida cotidiana de las personas que la padecen.
La elección del producto más adecuado va más allá de criterios funcionales, se buscan marcas capaces de conectar emocionalmente con ellos, aportándoles la comprensión y la seguridad que necesitan.
Indasec Discreet es la marca especialista en esta problemática, una marca que durante más de 20 años se ha dedicado a mejorar el día a día de estas personas a través de sus productos.
CHALLENGE
En un mercado copado por especialistas y marcas de distribuidor, Indasec Discreet se propone reavivar el espíritu pionero de los inicios y trasladar de manera más clara su visión experta y comprometida sobre esta realidad.
Para conectar con un consumidor rejuvenecido e incrementar su preferencia como marca, es necesario trasladar su apuesta real por la innovación, su conocimiento y su capacidad de escucha y comprensión.
SOLUTION
Evolucionamos el discurso de Indasec Discreet, aportándole una dimensión emocional y vocacional para apoyar su aspecto más tecnológico y conectarlo con los insights de sus consumidores.
A partir de un exhaustivo trabajo de auditoría para definir su posición competitiva, conocer la esencia de la marca y estudiar la percepción por parte de consumidores reales, encontramos el verdadero valor de una marca dedicada desde el origen y por completo a esta problemática.
In this way Indasec Discreet has become a brand with a firm purpose, that of offering a total accompaniment, being by the side of these people every day, making them feel a physical and emotional security.
A renewed brand that conveys all these meanings at every touch point and that, of course, has tested all the work done with consumers.
Emotionality in brand expression
The expression of the brand had to evolve from its strategic levers, helping to balance functionality, product safety and innovation, with the final emotional benefit, support and daily accompaniment.
Thus, trust became the central promise of the brand, the summary of more than 20 years of work and knowledge. A trust that is also nourished by the new tone of voice guidelines that define an expert brand that is at the same time close, open and understanding.
With this evolution, the brand logo was adjusted to the new needs, as well as the visual universe, enriched with new meanings through new colors, typographies, photographic and illustrative styles and other resources.
The pack and the decisive moment of purchase
The effectiveness of this new work is measured on the shelves of the points of sale where Indasec Discreet coexists with other brands. For this reason, the redesign of the packaging has been a fundamental element of the project, undergoing several evaluation tests with real consumers.
Based on a specific and detailed analysis of the brand's packaging and that of its competitors, the new designs take on the brand's values and build towards its purpose, adding closeness to its visual style, facilitating understanding and improving the user's experience by optimizing the hierarchy of information and its messages.
Communicating the new brand
After the whole process, it is time to communicate the brand, and for Indasec Discreet it is essential that its internal and commercial teams understand the dimension of their work.
That is why we carried out an internal communication campaign to convey the new discourse, bringing them together around the purpose of the brand, highlighting the work of each of them and supporting the research and innovation efforts behind each of their products.
