Indasec Discreet
Information on Indasec Discreet
APPROACH
Mild incontinence is a reality faced by thousands of women and men around the world, a pathology that is increasingly recognized for its impact on the daily lives of those who suffer from it.
The choice of the most suitable product goes beyond functional criteria; brands are sought that are able to connect emotionally with them, providing them with the understanding and security they need.
Indasec Discreet is the brand that specializes in this problem, 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 dominated by specialists and private labels, Indasec Discreet aims to revive the pioneering spirit of its beginnings and to convey more clearly its expert and committed vision of this reality.
To connect with a rejuvenated consumer and increase their preference as a brand, it is necessary to convey their real commitment to innovation, their knowledge and their ability to listen and understand.
SOLUTION
We evolved Indasec Discreet's discourse, giving it an emotional and vocational dimension to support its more technological aspect and connect it with the insights of its consumers.
From an exhaustive audit work to define its competitive position, to know the essence of the brand and to study the perception by real consumers, we found the true value of a brand dedicated from the origin and completely to this problem.
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.
