iq slideshow

IQ’s challenge was to modernize a heritage brand without

compromising its credibility. Established in 1862, retaining

Gulden’s heritage appeal was essential to preserving the

authenticity and originality of the brand. Our design

concentrates on superior brand identification with a new,

more readable logotype surrounded by brighter versions

of the brand’s original colors and the recommended use

of foil label substrate and metallic cap. The updated gold

rules and seal reinforce gold standards. With a look that is

still traditional, Gulden’s is discriminatingly revised for greater

point-of-purchase appeal.

ConAgra

PROJECT SCOPE

MindLink® Audit & Analysis

Brand & Packaging Design

Production & Implementation

BRAND & PACKAGING DESIGN / MINDLINK® AUDIT & ANALYSIS / CORPORATE IDENTITY / NAMING & COPY STRUCTURE / CHARACTER DEVELOPMENT / POP & PROMOTION / IMPLEMENTATION

Sunkist is now a candy kids don’t have to sneak. Embracing

current health and wellness trends, IQ Design worked with

Simply Lite and the Sunkist Growers Cooperative to create a

Better-for-You candy product line that speaks to kids and

shared by moms. Using the Sunkist soda logo, IQ recognized

the need to package the new product as candy that promises

fun and is a great tasting and responsible choice! IQ Design

crafted illustrations and a brand tagline that invites kids to

“Take a Fruit Trip.” IQ’s inspirational back panel copy and

design cross-sells the flavors by inspiring kids to find more

“Fresh Picked” Gummies, “Sun Kissed” Sour Fruit Gummies,

“Sun Ripened” Fruit Chews, and “Fruit Juicy” Hard Candies.

Candies can be dropped into lunchboxes as individual portion-

controlled “Fruit Power Packs,” and can be found retailed in

eye-catching POP displays. Eating better never tasted so good!

Simply Lite

PROJECT SCOPE


Packaging Design

Tagline & Copy Development

Digital Illustration


Pantone® Spot Color Separations


NEW PRODUCT LAUNCH

The Hain Celestial Group needed to create greater visibility

on shelf by evolving Yves out of an image of health food

and into a hearty visual perception of “delicious meat that’s

good for you.” IQ understood sophisticated consumers who

shop this category already know soy-based meatless products

are the healthy alternative, but crave an appetizing visual

promise presented against vivid colorscapes. Following IQ’s

development of the “Yves... If You Please!” tagline to assist

domestic audiences in the brand’s pronunciation and

recall, a vibrant red-colored substrate was created to

strengthen visual reach across its all product lines, from

Deli Slices to Skewers. Yves’ beret was replaced with a chef’s

hat, updating the logo’s relevancy, and an intricate

townscape backdrop pattern was created for depth and

visual interest that projects a premium image consumers

can now connect with.

Hain Celestial

PROJECT SCOPE



Tagline Development

Digital Photography & Retouching



Rudolph Foods was developing an innovative new energy

food product specifically targeting teens and young adults

who relied on energy drinks and bars to achieve this end

benefit. IQ understood that the visual imagery of “energy”

combined with this new “single-serve crunchy sweet” food

form needed to convey to its consumer the visual brand

promise of a better tasting source of quick energy without

the undesirable aftertaste often associated with energy foods

and beverages. IQ and Rudolph Foods Brand Management

tested a continuum of “energy” imagery, brand names,

product forms and flavors to determine how the target

consumer wants to feel when energized, as well as how

they want “energy” to look and taste. Combined with IQ’s

tagline “Infused with Caffeine,” Engobi Energy Go Bites

launches a new snack food category paradigm of sweet,

crunchy and great-tasting energy. What IQ and Rudolph

Foods learned from focus groups during the innovation

process, is that consumers are far more wary of what they

eat versus what they drink.

Rudolph Foods

PROJECT SCOPE



Photography, Retouching & Illustration


On-site Press Supervision


NEW PRODUCT LAUNCH

Calming the hurt child to gain acceptance was Bactine

brand management’s repositioning challenge. IQ recognized

the need to balance the visual properties of efficacy with

the emotional reassurance of “no sting,” then completed

and softened the brand’s core red and green equities by

creating a kid friendly medical caduceus nestled within a

softer “ouchless” radial glow. Combined with the new tagline

“soothing infection protection,” these visual elements

build the aspirational brand promise of “emotional trust”

and “hurt comfort.” As of May 2002, without any advertising

or promotional programs, Bactine’s sales are up 95% vs.

YAG, a testament to the fact that IQ’s targeted restage is

igniting purchasing power.

Bayer Corporation

PROJECT SCOPE






With sales in a downward spiral, it was clear Vivarin

needed reviving. IQ understood the opportunity of the

restage was to evolve Vivarin’s overly efficacious and

pharmaceutical nature to a softer, more uplifing image,

reinforcing safe-to-use-everyday assurance. Still retaining

its blue and yellow equity colors, IQ launched Vivarin into

a new aspirational positioning. Positive images were

created to imbue Vivarin with messages of balance, life

giving energy, and day/night alertness. Now, Vivarin is

waking up consumers and sales with new energy.

“We are very impressed... looks great!”“We are very impressed... looks great!” — VP Wal-Mart — VP Wal-Mart

GlaxoSmithKline

PROJECT SCOPE


Packaging Design





Due to the evolving competition with private label pain relief at retail, the problem was not with the brand’s efficacy but rather its image. The former packaging felt somewhat outdated and was lost in the crowd of competitors at retail. Previous designs assaulted consumers with a mélange of colored bands. Bayer needed a more powerful and consistent branding message. IQ recognized the need to update the graphics, tagline, new logos and icons to give the brand a more powerful on-shelf image. IQ created imagery for the Bayer line that amplified the product’s benefits and entailed updating the Bayer nameplate tricked out with a more dimensional font in blended colors that give it an embossed look. The brand redesign targets boomers and beyond in the 40+ range who are worried about their hearts as well as adults of all ages who need to get the hurt out. In 52 weeks of sales since the product redesign hit shelf, Bayer sales had grown nearly 9%.

Bayer Corporation

PROJECT SCOPE


Product Segmentation

Tagline Development

Packaging Development



With Private Label a fierce competitor in the ear care

category, Cirrus management needed to refresh and

unify the EarPlanes Adults and Kids product offerings

in order to re-engage the current EarPlanes consumer

and attract new consumer attention without the loss

of brand recognition.

The IQ team worked with Cirrus’s management to create

a new package design system that clearly communicates

the brand’s positioning goals and provides a unique look

that effectively competes against the onslaught of

private label. The restage now clearly highlights

adults/kids segmentation; organizes copy and brand

messaging. The design strategy, equippd with ownable

design elements, now maximizes retail brand blocking

with compelling billboarding and brand uniqueness.

Cirrus Healthcare

PROJECT SCOPE





Brands are defined by equities, and some brands have

more flexibility than others. But the “softer side” of Ajax

did not resonate with consumers, as Ajax Fresh fell into

decline. Colgate Palmolive marketing brought back

the “Stronger Than Dirt” muscle brand positioning, and

together with IQ's red-yellow-orange powershape, Ajax

is once again flexing its brawn on shelf.

Colgate Palmolive

PROJECT SCOPE


Brand Repositioning

Packaging Design



As a brand once long on heritage yet increasingly being

left behind, Murine needed a new way of connecting

with today’s consumers. Recognizing the rapid growth in

homeopathic remedies, Prestige Brands decided to launch

a new line targeting consumers’ interest in alternative

treatment methods. IQ developed a compelling dual-

message design system leveraging the efficacy of Murine’s

navy blue logo united with calming background colors. By

also incorporating a soft ripple design motif that graphically

communicates the relief process, Murine Homeopathic’s

total brand impression combines effectiveness with

gentleness. Segmentation was expressed with unique icons

as well as different background colors for each SKU to

create visual interest and clarity for the relatively small

PDPs on shelf.

Prestige Brands

PROJECT SCOPE


Packaging Design





NEW PRODUCT LAUNCH

Menstrual pain relievers have always been a subset of the

general analgesic category, but Midol’s image was too close

to an analgesic’s look, and sales declined. IQ discovered

that Midol’s brand potential was aspirational imagery that

embraces femininity and inspires female camaraderie,

rather than mimic an all family analgesic category. The Midol

brand now generates a visual point of difference and an

“I’m worth it” enthusiasm that speaks directly to women.

Bayer Corporation

PROJECT SCOPE


Brand Repositioning

Packaging Design





Selsun Blue’s brand management wanted to grow its

brand by expanding its appeal to women, without

alienating men, with the introduction of Selsun Salon. By

developing gender–neutral imagery, a lighter satiny blue

finish, and a unique bottle shape with translucent caps, IQ

created a brand extension design that communicates

salon formula shampoo that leaves hair residue-free,

shiny and soft. IQ’s design solution enables the new brand

offering to clearly communicate a unique offering, while

simultaneously leveraging key visual equities of the flagship

brand to create a powerful shelf strategy.

Chattem

PROJECT SCOPE






NEW PRODUCT LAUNCH

IQ’s challenge was to combine Panasonic’s state-of-the-art

technology with the beauty care category. Since the

competition was simply selling technology, IQ’s visual

strategy was to elevate Panasonic’s image to a softer, more

feminine identity. Women consumers are now drawn to

Progressions aspirational imagery. IQ understands that

while superior product technology is important, it’s the

emotional benefits that will create purchase intent.

Panasonic

PROJECT SCOPE


Name Development





iq slideshow

Documents

iq recognizedthe

brand tagline

product lines

product forms

visual imagery

brand names

engobi energy

energy drinks