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Calphalon - Unison Creating a name that won't stick! Challenge Calphalon specializes in manufacturing aluminum cookware. The brand approached Kaleidoscope to introduce its latest product line, a dual surface product line with highly innovative applications for modern cooks. Insight The brand’s commitment to innovation and performance led to the latest product development, a non-stick cookware set that offers two distinct cooking surface textures; one dedicated to “sliding” the other dedicated to “searing.” This dual cooking surface technology is the first of its kind in the category. As such, many challenges needed to be resolved to ensure market success. Namely, conducting consumer tests and research, positioning the line as a category first, and naming the line in a way that would engage the consumer. Solution Kaleidoscope created a name and positioning for the product that combined culinary achievement with dual technology – Unison. Inevitably, the name became the driver for structural packaging and brand design. Result Unison is currently launched as Calphalon’s new flagship offering and is set to reestablish the brand as a category leader in cookware innovation. read more...

TRESemmé - 24 HOUR BODY Pump up the Volume Challenge As a category leader, TRESemmé wanted to create a newsworthy addition to its styling line relevant to the needs of a TRESemmé consumer. From a design standpoint, Alberto Culver wanted the graphics and the structure to speak to the consumer in conveying long lasting voluptuous hair. Insight Recognizing an opportunity to reinvent the brand’s principal value of providing affordable professional hair care products, Kaleidoscope focused on a consumer bias toward a more edgy design attitude and a very functional brand strategy for 24 Hour Body. Solution From a structural brand aesthetic the new line is inspired by modern contemporary design and the balance between negative and positive space across the line at shelf. While each vessel is designed to make the product line standout the final concept also captures a brand-block that leverages minimalist elements to create retail breakthrough. Result TRESemmé 24 Hour Body was launched in February 2009 and is growing quickly in terms of sales and consumer loyalty. read more...

Extra - Fruit Sensations Chewing a "berry good smoothie" Challenge In looking to reinvigorate Extra, Wrigley asked Kaleidoscope to create a new sub brand – Fruit Sensations. Insight The brand was failing in appetite appeal and its packaging promise. Kaleidoscope worked with Wrigley to redefine a new attitudinal flavor appeal across a range of highly distinctive flavor offerings. Solution Through Fruit Sensations, we created a compelling offering that dramatizes the brand’s flavor promise. The result being more inspired by natural food trends than a category focus on the competition. Result After launching the new line, the brand experienced a considerable increase in market share, which reinforced the brand’s overarching shelf set dominance. read more...

Calphalon - Unison

Creating a name that won't stick!

Challenge

Calphalon specializes in manufacturing aluminum cookware. The brand approached Kaleidoscope to introduce its latest product line, a dual surface product line with highly innovative applications for modern cooks.

Insight

The brand’s commitment to innovation and performance led to the latest product development, a non-stick cookware set that offers two distinct cooking surface textures; one dedicated to “sliding” the other dedicated to “searing.” This dual cooking surface technology is the first of its kind in the category. As such, many challenges needed to be resolved to ensure market success. Namely, conducting consumer tests and research, positioning the line as a category first, and naming the line in a way that would engage the consumer.

Solution

Kaleidoscope created a name and positioning for the product that combined culinary achievement with dual technology – Unison. Inevitably, the name became the driver for structural packaging and brand design.

Result

Unison is currently launched as Calphalon’s new flagship offering and is set to reestablish the brand as a category leader in cookware innovation.

TRESemmé - 24 HOUR BODY

Pump up the Volume

Challenge

As a category leader, TRESemmé wanted to create a newsworthy addition to its styling line relevant to the needs of a TRESemmé consumer. From a design standpoint, Alberto Culver wanted the graphics and the structure to speak to the consumer in conveying long lasting voluptuous hair.

Insight

Recognizing an opportunity to reinvent the brand’s principal value of providing affordable professional hair care products, Kaleidoscope focused on a consumer bias toward a more edgy design attitude and a very functional brand strategy for 24 Hour Body.

Solution

From a structural brand aesthetic the new line is inspired by modern contemporary design and the balance between negative and positive space across the line at shelf. While each vessel is designed to make the product line standout the final concept also captures a brand-block that leverages minimalist elements to create retail breakthrough.

Result

TRESemmé 24 Hour Body was launched in February 2009 and is growing quickly in terms of sales and consumer loyalty.

Extra - Fruit Sensations

Chewing a "berry good smoothie"

Challenge

In looking to reinvigorate Extra, Wrigley asked Kaleidoscope to create a new sub brand – Fruit Sensations.

Insight

The brand was failing in appetite appeal and its packaging promise. Kaleidoscope worked with Wrigley to redefine a new attitudinal flavor appeal across a range of highly distinctive flavor offerings.

Solution

Through Fruit Sensations, we created a compelling offering that dramatizes the brand’s flavor promise. The result being more inspired by natural food trends than a category focus on the competition.

Result

After launching the new line, the brand experienced a considerable increase in market share, which reinforced the brand’s overarching shelf set dominance.