Shikatani Lacroix

BACKGROUND
SpongeTowels is one of the top players in the paper towel category. To continue to drive growth in the premium category, SpongeTowels planned the launch of an innovative new paper towel that is extremely strong and abundant, in fact 35% more absorbent and 300% stronger than the current leading premium paper towel. A product that is more cloth-like than paper.

CHALLENGE
The new Heavy Duty SpongeTowels had to fit within the current family of SpongeTowels yet still be clearly differentiated. It was also important to depict that it “works like a cloth” and clearly define the intended use of the product and portray the added strength and absorbency of the paper towel.

SOLUTION
SL initiated an extensive package design process, exploring a range of concepts that effectively and visually communicated the key benefits of the brand, while considering various colour options for the Splash, at the same time staying within the regular line of SpongeTowels.

RESULTS
Strong, clearly differentiated SKU that fits within the line but stands apart as unique with strong shelf presence.

BACKGROUND

Kruger Products Limited , makers of Scotties Facial Tissue decided to launch a printed facial tissue, a product that is available throughout Europe but only in limited availability in North America.
Research showed that interest in printed tissue existed and they were perceived to be classy, novel and innovative. It also revealed that consumers felt tissue patterns added decorative possibilities.

CHALLENGE

One of the key motivators in facial tissue purchases is package design. Since facial tissue shelves are saturated with designs , Scotties needed a design with strong shelf influence, and felt that simplicity was key. The design had to target women and convey an indulgent product. Communication of “printed” tissue is key since the product is new to the market. Options for a sub brand description had to be explored as well. Kruger also wanted SLD to consider possible colour variations in order to extend the line.

SOLUTION

Shikatani Lacroix used the rose flower as the design inspiration for the motif, which came out as the favourite pattern in research. The design appeals to women, and is simple but elegant, with an indulgent feel. The design of the overwrap helps to communicate the new concept in facial tissue.

RESULTS
SL’s design successfully positioned Scotties Inspiration printed tissue as a indulgent product in the facial tissue market. While simple and confident, the new package design is distinctive and feminine. The packaging successfully breaks through on shelf, differentiating and reinforcing the brand’s leadership role in the market.

Challenge

Rasika is a start-up company that was launched on the strength of a great line of Indian spices sold at food fairs and direct mail. The spices were the creation of a mother and daughter team who had won a new products contest conducted by Coopers Lybrand consulting firm. The organization retained SL to assist in the effective positioning and launch of their products as part of a line of three to five shelf stable dinner kits.

Solutions

SL explored a wide range of potential positions, names and package brand architecture as part of a consumer validation process. From a select list of six names and corresponding wordmarks and packaging concepts, Gourmantra was selected by consumers through an extensive on-line North American study. The new design leveraged the rich heritage of Indian foods while clearly reinforcing the variety and ease of use.

Results
Currently sell-in to the trade and sell-through has exceeded sales targets for the first two months.

BACKGROUND
Founded in 1967, MIKES is one of the most reputable and innovative restaurant chains in Canada. Since opening its first restaurant, over 100 restaurants have opened in four Canadian markets. Imvescor Inc., who owns Mikes also operates the Pizza Delight, Scores, and Bâton Rouge brands. SL was retained to reposition the Mikes brand as part of a portfolio review which included the redesign and positioning of Scores and Pizza Delight chains.

CHALLENGE
The brand had stood for sub sandwiches which the firm pioneered the category in North America in the early 60’s. The brand had evolved beyond its original roots and was still perceived as a value proposition as the chain undertook expansion beyond its core markets of Quebec and Eastern Canada. The competition within the casual dining sector was also intensifying and the need to stand out amongst other offering became critical in 2006. In addition, Pizza Delight, its sister brand had gone through a repositioning program with SL that raised the bar of what an ideal dining experience should be.

SOLUTION
SL was retained to develop a new consumer experience that truly leveraged the chain’s roots founded in the bakery part of the business. The design of the consumer dining experience also included an upscale image with an extended wine bar, open kitchen and authentic styled Italian décor. “The warm and friendly interior and exterior of TRATTORIA DI MIKES was designed and built to offer a unique restaurant experience, where comfort and well-being come together. Diners step into truly inviting surroundings, blanketed in soft background music - with an Italian flavor! “, comments Mr. Faulconbridge, the chain’s President.

RESULTS
The new prototype in Repentigny opened on December 5th last year with the official press day held on February 11, 2008. Two other stores have since been converted in Ste-Julie and Pointe Ste -Foy in Quebec City, and all three are doing over 20% increase in
sales.

BACKGROUND
The Scores Restaurant concept premiered in 1996 in Quebec. Scores offers a family-friendly, casual setting with a menu featuring their delicious rotisserie chicken, ribs and an all-you-can-eat salad and soup bar. That is why every day, they strive to give their clients the best quality at the best price possible, which explains their slogan: “Always a Great Deal More at Scores”. Imvescor Inc., who owns Scores also operates the Pizza Delight, Mikes, and Bâton Rouge brands. SL was retained to leverage the brand’s current equities as part of an expansion program.

CHALLENGE
The Scores brand stood for great quality foods and offering more through its signature salad bar. The exterior was playful, leveraging a humouristic icon of a chicken and playful colours in the wordmark. However, as the organization considered expanding beyond its core market, the management team knew that a cartoon image would not effectively communicate a quality message. The interior was the opposite with the use of premium wood and warm accents. The core of the restaurant interior was devoted to a unique salad bar that truly reinforced a fresh and inviting image but needed to accentuate its premium and quality values. Although the name was well known in Quebec, research identified the need to evolve the identity to ensure that consumers clearly understood its unique offering and position.

SOLUTION
SL was retained to develop a new consumer experience that build on the Quebec chain’s success, allowing for a heightened sense of fun while still communicating a quality and value image. The exterior’s new identity reinforced the rotisserie chicken and ribs, its signature items while the overall décor reinforced a comfortable, relaxed and quality image. The SL team, as part of the redesign of the interior layout and décor also created a new salad bar layout and décor that accentuated the freshness and quality cues.

RESULTS
The first Score restaurant opened in Kanata in December and has been a resounding success. Additional sites are in the roll-out mode.

BACKGROUND
Second Cup, an iconic Canadian-owned coffee company founded in Toronto in 1975, retained Shikatani Lacroix to help develop a global design as part of an increasing presence in the global market. The greater emphasis on international expansion began when Gabe Tsampalieros bought Second Cup Ltd. from its former owner, Cara Operations Limited, (Canada’s largest full service Restaurants) where Mr. Tsampalieros had served as President for 2 years and as Chief Executive Officer for an additional 8 years.

CHALLENGE
Second Cup is the largest specialty coffee franchiser in Canada, and as such, most of the Canadian cafés and all of the out of country cafés are owned and operated by licensees. The new design needed to reflect core elements of the Canadian operation, it also had to incorporate social and cultural nuances prevalent in emerging markets where cafes are more in keeping with social gathering places than a place to retreat.

SOLUTION
SL developed a “World Oasis” concept that leveraged on the operational design elements of the Canadian program while developing a facility experience which was much more contemporary, premium while comfortable for social gatherings. The design needed to also take into consideration the social requirements of the Middle East where families require separate serving and seating areas. SL introduced the Canadian Maple Leaf as part of the design in addition to a new seating program with plush lounge chairs and sofas. Since it is generally warm in the Middle East, the iconic fireplace was replaced with a waterfall.

“Although we started our international growth in the Middle East as much by happenstance as by design, the region does provide an excellent demographic make-up for our brand, with a young, affluent, increasingly well educated and aspirational consumer ready to try new products and experiences. The strong family ethic, absence of, or relatively low consumption of alcohol and the natural sociability of the people, make Second Cup cafés a natural gathering and meeting place” added Mark Cunningham, Vice President, Operations & Development of the company’s International Division.

RESULTS
The growing franchise chain today announced that its 400th Café opened for business in Istanbul, Turkey on January 26, 2008 and that the company intends to more than double its international presence and overall growth this year by at least 10% with the opening of 50 new cafés.

BACKGROUND
Petro-Canada is Canada’s leading gasoline manufacturer and retailer, with a chain of over 1,500 locations coast-to-coast. As part of maintaining their leadership role in the Canadian market, Petro-Canada identified the need to evolve their very successful gift card program to a new level.

CHALLENGE
The gift card category seemed to be lost in the Petro-Canada convenience store environment, resulting in missed opportunities to remind consumers of the gift-giving possibilities offered by the company. The current design, although aesthetically pleasing, tended to look busy and hard to notice.

SOLUTION
SL initiated a design process that capitalised on key learning gained through the research and design of Petro-Canada’s convenience store program. A range of 10 gift card concepts were developed that leveraged key consumer need states, with the ultimate design featuring a vibrant illustration of the iconic Canadian maple leaf on the backer card, and a repetitive leaf pattern motif on the gift card itself. The new design more effectively communicates the 3 different denomination offerings while also providing a greater sense of visual impact.

RESULTS
The new design generated significantly higher sales during the holiday season, and current trending reports indicate a runaway success for the company.

BACKGROUND
VH is one of Canada’s leading brands of Asian sauces, and was an original pioneer of “fusion cuisine”, introducing flavours like honey-garlic to bring together the familiar and the unknown. It is perceived as “accessible exotic” – safe adventure, familiar with a twist. In 2007, VH’s parent company Conagra initiated a re-branding exercise to further leverage VH’s brand equity in a growing ethnic food segment. Shikatani Lacroix was retained to develop a new brand identity and package design that better connected with consumers, in the blink of an eye, at shelf level.

CHALLENGE
The Asian specialty food category has become extremely competitive with new varieties and brands competing for shelf space, leading to visual clutter and lack of differentiation. The VH brand is the market leader, but had not initiated a packaging revitalization in the past four years, leading to a dated image at store level. As part of a major repositioning program, Conagra had identified that the current package graphics did not reflect the brand’s new position.

SOLUTION
SL initiated an extensive package design process that explored a range of concepts that effectively communicated the brand position while providing strong shelf impact and differentiation at store level. The creative process explored brand architecture options that drove increased premium perception while increasing simplicity and clearly differentiating segments within the brand portfolio. The designs also explored a new enhanced VH wordmark that retained previous equities (yellow colour) while clearly reinforcing an updated premium image.

RESULTS
The new design was extended across all VH products and packaging formats. Sales and overall consumer perceptions were ahead of plan, and exceeded Conagra’s project objectives.

CANADIAN BLOOD SERVICES STEM CELL & MARROW NETWORK

BACKGROUND
Following Shikatani Lacroix’s successful development of Canadian Blood Services new identity, the organization again approached SL to develop a position, name and identity for its stem cell and marrow program. Although the Canadian Blood Services’ brand needed to be leveraged, the bone marrow program’s identity had to be clearly differentiated form the idea of blood donation.

CHALLENGE
Donating bone marrow is much more complex and involved than donating blood, with a significantly greater impact on patients’ lives. Adding to potential donors’ reluctance, the associated perception relating bone marrow donation to pain tends to overshadow the desire to save someone’s life. Aside from overcoming these challenges and reinforcing the idea that when it comes to stem cells, a patient in need must rely on finding a perfect match, the new name and identity needed to work beyond bone marrow donation, extending to stem cell donation since donors have the ability to donate stem cells from either bone marrow or peripheral blood – depending on the patients’ needs..

SOLUTION
SL conducted an ideation session with key stakeholders to craft a position for the program and identify potential names. Six names and position options were taken into national consumer research. The results helped SL develop a final identity under the name “OneMatch”. The logo, comprised of two intersecting drops forming an oval, reflects the unique proposition of helping to match donors with patients.

RESULTS
The new name and identity were strongly endorsed by the Canadian Blood Services board and staff, and the program is being implemented across a variety of media channels including television, radio and print.

In 2007, over 190 organizations from the consumer packaged goods, pharmaceutical, industrial, retail and food service industries participated in an on-line study in North America to identify their level of commitment to sustainable design. The study also explored what initiatives have been implemented and which are top priority in 2008.

The findings are startling with over 50% of firms interviewed not having a sustainability initiative or not being aware of such programs for their company. This number is even higher amongst retailers and the food service industry. The majority of sustainable initiatives were also cost reduction focused.

Learn more by downloading your free copy of the report.

cradle-to-cradle-research-resultspdf.zip