EXTENDING A HEALTHCARE BRAND INTO THE CONSUMER RETAIL MARKET
I led the retail brand extension and packaging development for Purasolutions, taking a brand with an established presence in the healthcare sector and developing a new consumer-facing offering for the retail market. The project involved developing a complete packaging system for a range of microfibre cleaning cloths, positioning individual products around specific household applications while maintaining the credibility and recognition of the existing Purasolutions brand.
THE OPPORTUNITY
Purasolutions was already established within the healthcare environment, but there was an opportunity to expand the brand into the consumer retail market. The challenge was to make the brand relevant to household consumers without losing the trust and credibility it had established in its existing market. The new product range also needed to compete within a crowded retail environment and communicate its purpose immediately to shoppers.
THE BRAND EXTENSION STRATEGY
I developed a retail strategy that extended the existing Purasolutions identity into a new consumer application. Rather than creating an entirely separate brand, the packaging retained a connection to Purasolutions while introducing a more accessible and consumer-focused presentation. This allowed the company to leverage existing brand recognition and credibility while creating a new proposition for household customers.
PRODUCT POSITIONING
The new range consisted of microfibre cloths designed for specific household applications, including:
WINDOWS
Designed around household glass and window cleaning.
Designed around household glass and window cleaning.
KITCHEN
Positioned for common kitchen cleaning applications.
Positioned for common kitchen cleaning applications.
BATHROOM
Focused on bathroom cleaning and maintenance.
Focused on bathroom cleaning and maintenance.
GENERAL USE
A more versatile option for everyday household cleaning.
A more versatile option for everyday household cleaning.
Each product needed to be immediately understandable at the point of purchase. I developed a packaging system using colour-coded visual differentiation and application-specific messaging, allowing customers to quickly identify the product most relevant to their needs.
PACKAGING STRATEGY
The packaging needed to balance several requirements:
• Strong retail shelf presence
• Clear product differentiation
• Consumer-friendly messaging
• Consistent brand identity
• Bilingual English and French content
• Practical production requirements
• Clear product differentiation
• Consumer-friendly messaging
• Consistent brand identity
• Bilingual English and French content
• Practical production requirements
The result was a unified packaging system that allowed the individual products to stand apart while still being immediately recognizable as part of the Purasolutions range.
SALES ENABLEMENT
The retail launch was supported by sales collateral designed for the B2B retail acquisition process. I developed a professional sell sheet that gave the sales team a concise way to present the product range to retail buyers and communicate the opportunity for in-store placement. This created a connection between the two sides of the marketing process:
B2B sales communication → Retail placement → Consumer purchase
The packaging communicated with the eventual consumer, while the sales materials helped the business secure the retail relationships required to reach them.
CROSS-FUNCTIONAL EXECUTION
The project required coordination across creative development, content, production and sales requirements. I managed the creative direction and development while ensuring that the packaging and supporting materials remained consistent with the Purasolutions brand.
The work also required consideration of Canadian bilingual packaging requirements, ensuring English and French messaging could be incorporated without compromising the visual hierarchy or customer experience.
MY ROLE
RETAIL MARKETING
Developed the consumer-facing approach for extending Purasolutions into retail.
Developed the consumer-facing approach for extending Purasolutions into retail.
BRAND EXTENSION
Adapted an established healthcare brand for a new consumer audience.
Adapted an established healthcare brand for a new consumer audience.
PRODUCT POSITIONING
Defined how individual products should be presented around specific household applications.
Defined how individual products should be presented around specific household applications.
PACKAGING STRATEGY
Developed the overall packaging system and product differentiation.
Developed the overall packaging system and product differentiation.
CREATIVE DIRECTION
Led the visual direction and creative development.
Led the visual direction and creative development.
CONTENT DEVELOPMENT
Developed product messaging and application-specific copy.
Developed product messaging and application-specific copy.
SALES ENABLEMENT
Created supporting materials for the sales team and retail buyer outreach.
Created supporting materials for the sales team and retail buyer outreach.
BRAND MANAGEMENT
Maintained consistency with the established Purasolutions identity.
Maintained consistency with the established Purasolutions identity.
PRODUCTION MANAGEMENT
Managed creative and print requirements within production and budget constraints.
Managed creative and print requirements within production and budget constraints.
THE OUTCOME
The project gave Purasolutions a consumer-ready retail product range and provided a framework for extending an established healthcare brand into a new market. The colour-coded packaging system made the different products easy to distinguish while maintaining a consistent overall brand identity. Supporting sales collateral gave the sales team the tools needed to approach retail buyers and pursue placement for the new range.
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