Indasec Discreet
Information about Indasec Discreet
APPROACH
Mild incontinence is a reality faced by thousands of women and men around the world, a condition increasingly recognized for its impact on the daily lives of those who experience it.
Choosing the right product goes beyond functional criteria; they look for brands capable of connecting with them emotionally, giving them the understanding and reassurance they need.
Indasec Discreet is the brand specializing in this issue, a brand that for more than 20 years has been dedicated to improving the daily lives of these people through its products.
CHALLENGE
In a market crowded with specialists and private labels, Indasec Discreet sets out to rekindle the pioneering spirit of its early days and convey more clearly its expert, committed perspective on this reality.
To connect with a younger consumer and increase its preference as a brand, it is necessary to convey its genuine commitment to innovation, its knowledge and its capacity to listen and understand.
SOLUTION
We evolved Indasec Discreet’s narrative, giving it an emotional and purpose-driven dimension to support its more technological side and connect it with consumer insights.
Through an exhaustive audit to define its competitive position, understand the essence of the brand and study how real consumers perceive it, we found the true value of a brand dedicated entirely, from its very beginnings, to this issue.
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.
