BoroPlusTouch

RYR Design

28 Sep 2011

DESIGN ROUTE 1BoroPlus Touch

Product Promise

Touch is the gentlest purest protective cleanser for your skin.

Gentle

(synonyms)

AgreeableBenignDove-likeEasyGenialHumaneKindlyManageableModeratePeacefulSoftTender

GREEN – Indicative of a product of nature, a sense of purityPASTELS – Indicative of moderate – a synonym of gentle

MOOD-BOARD BoroPlus Touch

Mnemonic for the hand sanitizer

Mnemonic for the soap

Soap in wrapper

Soap in wrapper

DESIGN ROUTE 2BoroPlus Touch

Product Ingredient

Touch is natural and pure and has herbal ingredients.

Pure Magic

This is applied directly without the use of water

The hand sanitizer offers the core benefit of prevention and the establishment of hygiene.

Given that the hand sanitizer undergoes the physical transition of sublimation – a solid turning to gas directly – there is something magical about it.

The use leaves you clean , fresh and devoid of any dirt – it restores the physical purity of you.

Mnemonic for the hand sanitizer

Product Use

The soap and hand wash are united by the fact that they are used in tandem with water.

Mnemonic for the soap & hand wash

Soap in wrapper

DESIGN ROUTE 3BoroPlus Touch

Product Position

Touch is about being pure and natural.

Product Use

The soap and hand wash are united by the fact that they are used in tandem with water.

The hand sanitizer on the other hand is used on a stand-alone basis.

Our Recommendation

As Boroplus is the mother brand under which the product range is expanding it is imperative that a “brand architecture” exercise

be conducted so that products have a relevance to each other and yet be differentiated in their own way.

Failure to do this will result in grave confusion with packaging and consumer recall in the future.

Brand BoroPlus Recommended Architecture

Product Range

Modus Operandi

Product Benefit

Brand Attribute Healthy Skin

Repair

BPAC BPISTC

Cleansing

Dry

Hand Sanitizer

Wet

Soap Hand Wash

Enhancement

BPWC BPFC