Complete Care Shop
Define the brand, the proposition, the service features and a completely new look
The brief
Complete Care Shop (CCS) is the established market leader for daily living aids with 50% market share. The website alone handles over 12,000 products. But it has achieved this through a price fighter positioning which is unsustainable in the longer term. The downside of this is that the brand suffered low recall and low customer loyalty.
Our tasks: reposition the brand to connect more emotionally with customers, build in additional services that create value and loyalty over the long term. Then create a completely new logo and identity to reflect the positioning. Apply the vision and visual guidelines to the new e-commerce website.
What we did
Strategy: Internal stakeholder interviews. Review all existing marketing. Detailed competitor analysis and opportunity mapping. We visited the customer call centre’s to mine insights from the customer facing team.
Design: Immersion into the category to define the relevant design codes for the audience. Logo and brand world concepts to understand how we can portray the proposition in the most engaging way.
Proposition and ID research: online qual with 100 respondents to strengthen the proposition, find the most persuasive features and pricing, help steer the creative development.
The outcome
New brand proposition and tone of voice developed around understanding and empathy. CCS was seen as a functional product provider. The opportunity is to foster long term relationships with customers to be their healthcare partner.
The new identity reflects this, offering customers the support and confidence they need to tackle daily tasks.
We created a series of character illustrations that bring dignity, fun and honesty to the brand applications. They reflect the diverse consumer audience using daily living aids across a range disabilities and in so doing build empathy.
The logo is bold and impactful. The tick icon is an immediate shorthand to portray ‘have confidence you’re making the right choice’.
The character illustrations can then interact with the word-mark to bring a sense of lightheartedness and a can-do attitude of ‘let’s get the most out of life’.
