Shikatani Lacroix

Background

The honourable Alexander Keith is often credited as being the father of
great beer in Nova Scotia. He earned the title his way, with a lifetime of fine brewing, and a legend that still includes the most popular beers in Nova Scotia today. You can find Alexander Keith’s Pale Ale, Light Ale and Red Amber Ale across Canada while the product is still being brewed at their Nova Scotia brewery. Shikatani Lacroix have been managing the brand’s transformation for the past twenty years and are responsible for the new Keith’s label design and museum in Nova Scotia.

Challenge

Alexander Keith’s brewery were exploring the addition of a white ale to
their existing strong brand portfolio. Shikatani Lacroix was challenged to explore a branding solution that married the history and rich heritage of the brand with a new offering built around the brewing heritage of Belgium white beers. The new offering needed to be true to the Keith’s brand heritage while clearly enhancing appetite appeal and reinforcing the unique features, namely: quality, unfiltered ale brewed to deliver subtle notes of citrus.

Solution

SL developed a new contemporary design that evolved the Keith’s Stag Head to reinforce a strong confident image while introducing a new graphic shape to support the “Premium White” messaging. The new design has a strong link to the current family of packaging with the use of an oval while allowing this new offering to clearly stand-out in a bar setting and at retail. Shikatani Lacroix extended the design to secondary packaging that also helps support the brand’s point-of-difference and excellence in brewing quality.

Results

The brand was launched recently to great success.

Background

CV Technologies, founded in 1992, strives to transform people’s lives to be healthier and happier by focusing on prevention and recovery through the use of evidence-based naturally-derived health products. The Company’s lead product COLD-FX strengthens the immune system and is widely used as a leading over the counter remedy (“OTC”) for helping to prevent and relieve cold and flu infections.

Challenges

Based on the insights from a Level 5 study, the lead strategy consultancy hired to help position the company, the CV management realized the name “CV Technologies” did not convey the organizations rigorous life sciences orientation, or supported plans to leverage their market leading product as they launch new ones.

Solution

Shikatani Lacroix in partnership with Level 5, developed the new name and identity for the corporation. The challenge was to find a name that not only build on the equities of their core brand, Cold-FX while also being able to be registered across the various mediums around the world. Shikitani Lacroix recommended the AFEXA name since it phonetically incorporated the FX distinct portion of the name while allowing the name to be easily pronounced in English, French and Spanish. Based on the approved name direction, Shikatani Lacroix provided a recommended wordmark that could easily be applied to a wide range of applications. The firm was also retained to evolve their current packaging while developing a brand architecture that could create a strong identity platform for future new products.

Results

The new identity is currently being leveraged across all consumer touch-points.

Background
Kruger Products wanted to launch a new lineup of tissues called Scotties EnviroCare, with four cartons under the new brand that communicated the environmental positioning of this new offering. The new offering would be 100% recycled fibre content and feature environmentally responsible packaging.

Challenges
Shikatani Lacroix Design was given the task of designing the cartons to fit within the overall feel of the Scotties family. The new branding for Scotties “EnviroCare” needed to communicate the environmental positioning of the brand. The designs for the cartons needed to represent Kruger Product’s commitment to providing Canadians with what they need and want, while also allowing for the incorporation of tissues within the consumer’s room décor.

Solution
Several design concepts were explored while conforming to the brand hierarchy. We developed themes that were illustrative, modern, and environmental, incorporating illustration and photography to create package designs that stood out on shelf. The new series of EnviroCare box designs feature modern nature-focused motifs in soothing green and earth tones.

Result
In March Scotties EnviroCare, a 100% recycled premium facial tissue was launched. Packaged in four new, chic and natural designs, the product will offer an eco-friendly option Canadians can feel good about, delivering quality that consumers have come to expect from Scotties.

Background

Belron Canada, one of the country’s top providers of auto, residential and commercial glass, retained Shikatani Lacroix to develop a retail design program for its divisions, Lebeau Vitres D’Auto in Quebec and Speedy Glass throughout Canada. Belron wanted to develop a new consumer engagement experience that helps reinforce its high level of professionalism and service while emphasizing its wide range of services.

Challenges

Lebeau’s Papineau location was the first store to be used for the prototype. The challenge was to give the store a more inviting and welcoming atmosphere for the customers. SL was also asked to develop a program that could not only work effectively in the prototype location but also nationwide including both English and French-speaking Canada.

Solution

SL developed a consumer experience that leveraged Belron’s core company colours building on its brand recognition through the use of an identity wall. The experience starts from the curb with new modular signage and exterior finishes unifying the look of new and existing locations. Service pods were designed to provide a higher level of customer service and sales flexibility. The environment also features a comfortable seating area where customers can read or watch as their car is being serviced, and a chalk wall that serves as a tool to educate customers the difference between repairing or replacing their windshield. Distinctive merchandising fixtures were designed to promote key service, product messages and the wide range of products offered.

Result

Since the launch of the new program SL has been involved with rolling the program across Canada, with stores in Calgary, Vancouver, and new ones opening soon in the Greater Toronto Area. Sales at the prototype location have exceeded the client’s expectations and customers have responded well to the new environment.

BACKGROUND

Red tea is the new green. With its long list of health benefits, red tea is increasingly becoming “buzzworthy” and gaining popularity in the western world. Tetley wanted to generate awareness and attract new users in Canada to the Red Tea segment.

CHALLENGE

The challenge for SL was to reposition Rooibos under the new name of Red Tea. We were asked to develop packaging that has a more authentic African tea personality but still felt like a part of the Tetley tea family.

SOLUTION

We created a visually impactful packaging that is African-inspired, natural and exotic but still progressive and Tetley “ownable”. While the old packaging had a lot of colours, the new Red Tea was designed using a simple colour scheme of warm reds. We explored font styles, illustrations and shapes that set the tone of an authentic rooibos tea.

RESULT
Inspired design that introduces Tetley Red, Africa’s best-kept, natural secret.

BACKGROUND
Second Cup International has retained Shikatani Lacroix to design their cafes in the Middle East. The latest to open is at the Localizer Mall, the urban and shopping center of Riyadh in Saudi Arabia. It is also Second Cup’s largest cafe at 8,342 square feet.

CHALLENGE
The Middle East market provides a wide range of opportunities for Second Cup, from the opportunity to host separate serving and seating areas for families, to a lifestyle environment where drinking coffee is a social event celebrated into the early hours of the morning. The new Second Cup had to reflect the social needs of the market while also representing an 8300 square foot cafe located on two separate floors.

SOLUTION
SL developed a new “World Oasis” concept that builds on the key learning from the Canadian program while creating a platform for a more contemporary and urban approach. The new design includes a waterfall (replacing the iconic fireplace since it is generally warm in the Middle East), more elaborate and plush seating, and the use of materials like marble and alabaster for the counters. A new bilingual menu board was developed by Shikatani Lacroix to allow for the Arabic language and a new international identity that includes the Canadian Maple Leaf.

RESULT
While Second Cup cafes in Canada cater to our desire for fast service and easy access, Mark Cunningham, Vice-President of International Operations and Business Development for Second Cup has discovered that soft seating, great cafe design and high-end service are the order of the day in the Middle East. Since the opening in October, the cafe has been outperforming its sales targets and continues to attract patrons who want to relax and enjoy feeling pampered.

BACKGROUND

The Town of Essex in southwestern Ontario is an amalgamation of four municipalities, which boasts a diverse landscape and culture. The Town retained SL to develop an identity through the design of a new corporate logo, signage, and a marketing plan to promote the Town’s new identity and points of interest.

CHALLENGE
Our task was to produce designs that reflect the community’s make-up as well as a strategic marketing plan that will promote Essex as a destination for residence, investment and tourism.

SOLUTION
SL developed different workmark options reflecting a range of potential icons which came out of a brainstorm session. The logo that came out the winner is dynamic with modern and vibrant colours that unite the four communities. Tagline and signage were also developed to recognize the assets and destinations throughout the amalgamated Town.

RESULT
A new Town identity was developed, one that is fresh, vibrant and reflects the municipality’s unique make-up.

BACKGROUND

The City of Brampton approved an initiative to expand and modernize the Century Gardens Recreation Centre, and brought Shikatani Lacroix on board to develop a wayfinding system that would encourage community participation and create a sense of belonging.

CHALLENGE

With only six weeks to complete the project, SL needed to come up with a design that would generate excitement for the facility, and that would transform into 3-D and customized fabrication within such a short timeline. It was also important to incorporate the City’s accessibility standards, and create the right look and feel for the community centre environment.

SOLUTION

The SL team developed a simple design that features LED technology, and rear-lit, oversized directional maps to direct and inform visitors. By injecting colour and incorporating iconography, the design is eye-catching as well as functional. Colour contrast was used in addition to Braille to assist visually impaired visitors, and colour coding was also implemented to identify different zones within the facility to make it easier for visitors to navigate.

RESULT

The Century Gardens Recreation Centre grand re-opening was a success! Town officials and citizens alike agree that the new and improved recreation centre is now a more user-friendly and inviting facility for Brampton’s community groups, sports groups, residents, and their families.

BACKGROUND

With environmental consciousness more prevalent than ever among consumers, Kruger Products initiated a redesign of their White Swan facial tissues with Shikatani Lacroix in order to dial up communication of the environmentally friendliness of the brand, and fully leverage this positioning.

CHALLENGE

Considerable copy information needed to appear on the carton within a limited area, and there were various technical requirements that had to be considered. Since the tissue cartons are intended to blend in with consumers home decor, it was important for the design to achieve the client’s communication goals without looking too extreme in order to appeal to the brand’s main target market: primarily women with families, who care about the environment.

SOLUTION

The SL team developed several design concepts, working with a colour palette that reinforces the environmentally friendly aspect of the brand while adhering to the communication and technical requirements. A customized mobius symbol was created for the package, which also features Nature Canada and Ecologo icons, romance copy outlining the brand’s commitment to environmental responsibility, and the tagline “caring for the environment”.

RESULT

The new design effectively supports the White Swan brand position as an environmentally responsible facial tissue, which has already demonstrated a positive impact for the brand and an increase in sales.

BACKGROUND

In order to maintain their leadership position in the marketplace, tea industry leader Tetley initiated qualitative research to identify the “perfect herbal tea experience, and put Shikatani Lacroix the test of developing packaging to create a sensorial experience for their line of herbal teas.

CHALLENGE

The old packaging was outdated and didn’t capitalize on the emotional and sensory pleasures that can be associated with herbal teas. It was important for the new design to appeal to these consumer need states, and to highlight this in the hierarchy of communication with a new naming convention.

SOLUTION

The SL team explored multiple colour treatments, font styles, borders, illustrations, and shapes for the newly named inspire, delight, dream, revive, soothe, tranquil, and warmth herbal tea varieties. The final design choice leverages subdued, muted earth tones and a simple, more feminine graphic treatment to capture the essence of a therapeutic herbal tea experience.

RESULT

Tetley’s new herbal tea packaging appeals to the senses by focusing on the herbal tea experience. This new approach supports Tetley’s position as a category innovator, and gives consumers another new reason to reach for Tetley on the shelf.