Branding
Monday March 22, 2021 By David Quintanilla
Phoenix Wharf Makes Sure SuperSafe™ Is Super Branded | Dieline


Phoenix Wharf is answerable for having created the face of SuperSafe™, a sanitizer firm based mostly within the UK. With numerous merchandise to select from, they formulated the branding in a means so that every coloration held a sure that means, with the periodic desk in thoughts when conceptualizing it. Based mostly on the alcohol focus, in addition to what circumstances they had been predominantly used for, there are 5 various kinds of sanitizer offered by the model, all of which boast a minimalist, crisp, and simple design. 


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Bristol-based branding and interiors company Phoenix Wharf, a part of Istoria Group, has created a brand new model id, product structure, and packaging designs for the SuperSafe™ product vary. They provide prospects a private {and professional} vary of next-level security and cleanliness merchandise.

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SuperSafe™ is owned by The Important Group, with whom Istoria Group has labored since 2018 on sister model Important Child. Phoenix Wharf designed a pop-up store for this child merchandise innovator in John Lewis in Oxford Road, for instance, while Ignition, Istoria Group’s Queen’s Award-winning exhibitions firm, has designed Important Child commerce present stands throughout Europe.

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“When Important Group got here to us to debate the re-working of SuperSafe™, which included new merchandise responding to the Coronavirus disaster, Istoria Group CMO Lindie Kramers commented, “We kicked off with a workshop to assist redefine the model. Our purpose was to replicate imaginative and prescient and values and create a proposition that may resonate with the vary’s B2B and B2C goal audiences. This led to a brand new overarching product structure, a well-defined USP and a model promise, ‘Making the world a safer place, one revolutionary product at a time’, that works throughout the general vary.”

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Important Group’s Director, Dean Tollman, added: “SuperSafe™ has been a profitable model of Important Group for over 18 years. We felt, nevertheless, that the prevailing branding didn’t replicate our imaginative and prescient for the long run. We’ve beforehand labored with Phoenix Wharf on tasks for our different manufacturers and will consider nobody higher to staff up with on this – their professionalism, teamed with their capability to convey our concepts to life, make them our go-to for artistic tasks. Meticulous model workshops helped us overview the prevailing market and actually get our heads round how we would have liked our model to play on this class.”

The output of the workshop was an outlined technique that included the brand new model promise, USP, tone of voice, product and ingredient tales and a transparent model and product structure. The brand new SuperSafe™ ‘PRO’ hero vary slogan is “Do not simply be secure. Be SuperSafe™”. Well being could be very a lot the primary model focus, particularly in circumstances the place well being and security are in danger. SuperSafe™ merchandise have been used for a few years already, for instance, by police forces, prisons, NHS hospitals, psychological well being models, colleges and workplaces all through the UK and internationally. The tone of voice for the brand new overarching model was outlined as being severe and scientific, while additionally being pleasant and private, with a appear and feel that’s assured and which, above all, invokes belief, with all statements and claims backed by science.

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“Phoenix Wharf then developed the emblem mark, emblem icon, color identities and hierarchy for the vary, in addition to sub-brand marks, typography, and graphic belongings, together with patterns and grids for packaging and different functions”, Chris Gwyther, Artistic Director of Phoenix Wharf added.

The brand new SuperSafe™ vary makes use of a black and white major colorway with a spotlight coloration for every of the 5 sub-brands, utilizing a model id system impressed by the periodic desk. Every sub-category makes use of a grid construction for the packaging design to indicate the sector it will likely be utilized in. The design is equally relevant to skilled or shopper audiences. 

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The 5 SuperSafe™ sub-brands are: Hygiene – utilizing a deep blue sub-brand color, ‘Hygiene’ is a variety of non-public and residential sanitising merchandise overlaying each bacteria- and virus-busting want, from 70% alcohol to alcohol-free and pure, baby pleasant choices. Shield – utilizing a vibrant apple inexperienced sub-brand color, ‘Shield’ is a variety of non-public safety tools (PPE) to offer barrier safety for the consumer from micro organism, viruses, fluids and chemical compounds. Groom – utilizing an aquamarine blue sub-brand color, ‘Groom’ is a variety of non-public care merchandise, made utilizing gentle and secure supplies, already used each day in HM prisons and psychological well being establishments, to minimise threat of hurt to prisoners, sufferers, wardens and carers. Cater – utilizing orange because the sub-brand color, ‘Cater’ is a variety of grownup feeding utensils, made utilizing secure, gentle and sturdy supplies. They’re additionally used each day in HM Prisons and psychological well being establishments, to minimise threat of hurt to prisoners, sufferers and their wardens or carers, with out compromising practical utilization. The merchandise are patent-protected, reusable and totally recyclable to minimise price and impression to the planet. Professional – utilizing a darkish shade of cyan-blue because the sub-brand color, ‘Professional’ is a variety {of professional} services and products for colleges, sporting venues, buying centres/stores, theatres/cinemas, convention/ exhibition centres, gyms – or any venue the place giant scale sanitization is required to guard guests and workers. 

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Dean Tollman, Director of Important Group concluded by commenting on the expertise of working with Phoenix Wharf: “Their staff actually took the time to delve into the finer particulars of our model and what our core values had been as an organization earlier than serving to us to attain the SuperSafe™ model that we all know right now. As ever, it was a pleasure to work with them once more.”



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