FULLIFE + FAST & UP
Strategy, positioning and brand architecture for a nutriments company.
IDEA AND POSITIONING
FULLIFE + FAST & UP
The founders at FULLIFE approached Brands & Space with a specific challenge. Their product portfolio and architecture was inexplicit, thus having a cascading effect of inconsistent communication.
Further, there was an aspiration of massive expansion - more categories and products were lined up for launch in the near future. A robust structure and flexible system needed to be designed that was set-up for any future extensions.
The immediate suggestion to the client was to step back and evaluate where the brand stood from a larger perspective. That led to a brand strategy exercise defining the ethos of the corporate company and percolating it down to the subsidiary brands.
The second exercise was to derive the brand's architecture model and how that trickled down to categories and product label hierarchy.
The articulation above is a derivation of Simon Sinek’s theory value proportion: The Golden Circle model that helps understand the brand’s genesis better.
After laying the ground of the essentials, Brands & Space then articulately crafted the brand premise and a central idea best representing the brand. It was also important to define the values and attributes of the brand and finally how they translated through words and the verbal vocabulary.
A brand narrative in the form of storytelling the brand’s persona and aspiration, was written out as well. All deliverables were documented for internal purpose.
The three distinct categories for the brand Fast & Up were formulated based on the key product offerings and their unique customer segment and lifestyles.
The product labels although in different formats, were in synergy as they followed a particular sequence in terms of the information format.
The final submission was in the form of a guideline document that was intended for internal use, to understand the brand’s essence and provide the system framework and templates while introducing new categories and products.