Portfolio Project — VCU Brandcenter
Company: Foot-care products
Prompt: You are now the brand manager of Odor-Eaters
Takeaway: Through our research, the team saw the opportunity to move Odor-Eaters from a product for extreme needs to a daily hygiene product. Pivoting to a daily hygiene product involved updating the logo, packaging, offerings, and target.
Pitch: The new logo is cleaner and flatter while still using the orange ring. On the packaging, the new logo ring colors indicate different product uses. Product names now reflect their primary use making it easier for consumers to understand. Now the target market is early adulthood because this is when most people develop their everyday habits. These habits also create brand loyalty since most consumers do not switch daily hygiene products often. By building a relationship with young adults, Odor-Eaters is in a better position to form a loyal relationship. Our campaign, The Future You, is based on the idea that odor gets in the way of who you want to be. On social media, we will be informing followers on the causes of foot odor and the best methods for preventing foot odor and therefore increase self-confidence.
