BoroPlusTouch RYR Design 28 Sep 2011
BoroPlus Touch
DESIGN ROUTE 1
Product Promise
Touch is the gentlest purest protective cleanser for your skin.
Gentle (synonyms)
Agreeable Benign Dove-like Easy Genial Humane Kindly Manageable Moderate Peaceful Soft Tender
GREEN – Indicative of a product of nature, a sense of purity PASTELS – Indicative of moderate – a synonym of gentle
BoroPlus Touch
MOOD-BOARD
Mnemonic for the hand sanitizer
Mnemonic for the soap
Soap in wrapper
Soap in wrapper
BoroPlus Touch
DESIGN ROUTE 2
Product Ingredient
Touch is natural and pure and has herbal ingredients.
Pure Magic This is applied directly without the use of water
The hand sanitizer offers the core benefit of prevention and the establishment of hygiene. Given that the hand sanitizer undergoes the physical transition of sublimation – a solid turning to gas directly – there is something magical about it. The use leaves you clean , fresh and devoid of any dirt – it restores the physical purity of you.
Mnemonic for the hand sanitizer
Product Use
The soap and hand wash are united by the fact that they are used in tandem with water.
Mnemonic for the soap & hand wash
Soap in wrapper
BoroPlus Touch
DESIGN ROUTE 3
Product Position
Touch is about being pure and natural.
Product Use The soap and hand wash are united by the fact that they are used in tandem with water. The hand sanitizer on the other hand is used on a stand-alone basis.
Our Recommendation As Boroplus is the mother brand under which the product range is expanding it is imperative that a “brand architecture� exercise be conducted so that products have a relevance to each other and yet be differentiated in their own way. Failure to do this will result in grave confusion with packaging and consumer recall in the future.
Brand BoroPlus Recommended Architecture Brand Attribute
Healthy Skin
Product Benefit
Repair
Cleansing
Modus Operandi Product Range
Dry
BPAC
BPISTC
Hand Sanitizer
Enhancement
Wet
Soap
Hand Wash
BPWC
BPFC