BREATHE RIGHT BRAND REFRESH
Breathing new life into a trusted brand
Client: Foundation Consumer Healthcare
Agency: Product Ventures
Role: Creative Director
Services: Brand Strategy, Creative Direction, Visual Identity, Package Design, Copywriting, Print Production
Breathe Right, a brand synonymous with nasal strips, was losing market share due to copycat store brands and an aging demographic. To appeal to a younger, wider market, Breathe Right wanted to broaden beyond just a sleep aid. Born in sports, they wanted to convey that you could use their product “anytime, anywhere.”
The brand was overhauled with a new visual identity system. White space opportunity areas were created to help guide the design process. All designs were vetted with consumers through qualitative and quantitative research. Concepts were strategically refined, balancing consumer feedback with brand objectives.The winning design was favored by both new and current users, giving Breathe Right the confidence to move forward.
For maximum shelf impact and differentiation, both from competitors and between SKU’s, the blue equity color became hero and was offset with bright accents. The wave in the logo conveys the end benefit of easy breathing. A graphic of the strip replaced the sleeping man photo, helping new users to easily understand product usage, and along with the tagline and icons, deliver on the “anytime, anywhere” brand objective.
Capitalizing on the success of the rebrand, Breathe Right was able to expand into new segments with a drug free nasal spray. Using the brand as an endorser, Breathe Right wanted to convey a sense of fun, bubbly efficacy.
