Consumer packaging re-design for Australian company Wild Child's retail product, Quit Nits.
Quit Nits were a well established retail brand in the medical consumer products sector when their competitors moved in on the marketshare they enjoyed with similar visual cues in their packaging, such as colour and elements of their design style.
Wild Child believed that to stick with the packaging design that they had, would have caused confusion and not have allowed them to sufficiently stand out from the other brands on shelf.
They saw this as a great opportunity to reassess their consumer packaging design and leverage their new regulatory status that allowed high level claims as a result of the success rates of their products in clinical trials.
Percept made a strategic decision to keep the focus of the re-branding and pack design as one that speaks directly to the parent of the child rather than something more slanted to the appeal of the child themselves, a tactic which had become common within the category.
As the actual purchaser of the product, we felt it was of the highest importance to communicate directly with the adult consumer at the point of sale in a more serious tone, earning their trust by positioning Quit Nits as products of the highest quality.
To establish this feeling of trust, we avoided characters and design styles with juvenile appeal. Instead, Percept opted for aspirational, lifestyle images of happy children that would connect with the parent and make a visual promise that Quit Nits is an effective choice in overcoming the problem of head lice and getting your family’s life back to normal.
The selected photography in the packaging re-design was key in striking this emotional chord at the point of purchase.
Caring for your child naturally, is the tagline used by Quit Nits and this is what Percept aimed to convey visually with the rebrand and pack re-design.
It is safe to say that everyone wants the best for their child and we chose to convey the natural ingredients factor in a modern and sophisticated style without gimmicks or green-washing.
As these great products can feature many claims, we wanted them to be clear. It was also important with the re-branding to differentiate each product and quickly explain its use and benefits. A colour coded icon system was developed for this information.
The finalised packaging redesign is just a clean design that says what it needs to and effectively positions Quit Nits within the category.
It also has a unique photography treatment with a soft metallic duotone and features a new brand colour, which is now ownable for our client.
Since the relaunch, the client has seen an upward trend in weekly scan sales, which has made the repositioning project a real success!