What we did . . .
• New product development
• New brand identity
• New packaging design
• Support Collateral
• Relaunch Strategy
• Brand Style Guide
• Project Management
• Print Management
Results
• AIM Awards 2009 Finalist
• Significant Commercial Success
Maguire & Paterson Matches
OLD Packaging BEFORE Revamp
Product Overview:
The Maguire & Paterson and Cara brand(s) are the preeminent match brand through out Ireland in existence since 1882. They are brands with considerable heritage and equity.
Consumer research has shown them to be perceived as a trusted and respected Irish household names, often viewed in almost affectionate terms beyond their functional use.
The challenge was to give the brand more contemporary relevance but in an evolutionary sense, raise the brand profile, create more shelf impact with the packaging and become perceived as the undisputed custodians of "safe" fire, warmth and light.
Client Brief:
Using an evolutionary approach, update the brand identities (Maguire & Paterson, Cara, BoPeep) to give them a more modern feel with stronger visual impact for use on the immediate core product range.
Create stronger shelf impact with the packaging. Reinforce the brands/packs sense of quality, "Irishness", heritage and tradition. Build on the sense of confidence, reliability, and strength while making the packaging "feel" warmer, reassuring, more welcoming or inviting and friendly.
As continuity is key, maintain a similar colour palette. The pack designs should be “neutral” i.e. not too directional and should fit in any surroundings or socioeconomic group. Avoid over use of black as this is seen as “scary” by the consumer in the context of fire. Create greater brand/pack differentiation and competitive advantage between M&P and any other potential inferior competitor products.
Solution:
Working within the challenging boundaries of very small pack sizes we "evolved" all three brand identities using similar colour cues and introduced more warmth, depth and richness to the pack colour palettes.
We introduced photographs of illuminated Irish landmark buildings and locations to allow the brand to position itself as the owner of fire, warmth and light. The photographs bring a sense of solidity and dependability to the brand while also inferring indisputable "Irishness" at subliminal level, in short a stamp of authority insinuating statutory approval.
All the match boxes carry short (very limited on pack space) Irish quotes, sayings or proverbs to reinforce the brand's provenance. Market research revealed a strong consumer connection emotionally with the use of these so they are now a key part of the brand remit.
This bastion of Irish households delivered a great return on investment, was an AIM Awards 2009 finalist and lives on with another generation of consumers in Ireland.