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.
A brand audit and consumer research showed them to be perceived as 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.
What We Did
New product development
New brand identity
New packaging design
Brand Style Guide
The brand audit and research confirmed that an evolutionary approach was required to 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.
The update required creating stronger shelf impact with the packaging coupled with reinforcing the brands/packs sense of quality, “Irishness”, heritage and tradition. It also needed to build on the brand sense of confidence, reliability, and strength while making the packaging “feel” warmer, reassuring, more welcoming or inviting and friendly.
As continuity was key, maintaining a similar colour palette was very important. The pack designs also needed to be “neutral” i.e. not too directional and fit in with any surroundings or socioeconomic group. They also needed to void over use of black as this is seen as “scary” by the consumer in the context of fire. And of course the new designs had to create greater brand/pack differentiation and competitive advantage between M&P and any other potential inferior competitor products.
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.
If you’d like to know more about how we can help you create, build, grow or re-launch your brand we’d be delighted to talk with you.
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“Persona Design did a great job updating the branding and packaging for the Maguire & Paterson range of matches including the design for the new Candle Match. The launch of both was a great commercial success with the Candle Match also nominated as a finalist in the AIM 2009 Awards in the NPD category. Persona Design played a significant role in the attainment of these successful outcomes.”
Shane Clarke, Managing Director,
M&P Sales & Marketing Ltd
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