Shikatani Lacroix

BACKGROUND

Petro-Canada, one of Canada’s largest oil and gas companies, retained Shikatani Lacroix to develop an employee branding program that includes campus recruitment initiatives that build on the company’s vision. The mandate was to develop an employment branding strategy that could evolve over the years throughout all of the company’s HR, marketing, work environment and recruiting initiatives.

CHALLENGE

Since the new branding initiative was to impact a broad range of employment touch points over a long period of time, and within various areas of management of the organization it was imperative that the program be rooted in an overall strategy and brand position. In addition, there was a high sense of urgency that the new initiative lead with the campus recruitment in the spring of 2008.

SOLUTION

SL initiated a strategic branding process to better understand employee and student needs and perceptions of Petro-Canada that lead to an umbrella employment brand statement “ Your Potential, Our Possibilities” expressed as part of a tagline and unique identity linked to their corporate Maple Leaf icon. In order to provide a range of visual tools that reinforced the employment brand message and essence, SL designed the “Opportunity Ribbon” that reinforced the key brand messages and which was leveraged as part of communications, website and interior facility wayfinding and common areas. SL was responsible for the development of the fully integrated program, including the development of the campus recruitment advertising, first of its kind digital brochure and a host of other communication elements. SL also worked with Petro-Canada on on-boarding and knowledge tools to better link the Employment Brand strategy to on-going HR initiatives

RESULT

The overall program, and specifically the campus recruitment program was a huge success, both in increasing Petro-Canada’s profile and access to top candidates in addition to provide a platform to gain visibility on an on-going basis.

Background
Tetley, Canada’s tea leader, has partnered with Disney ‘s Alice in Wonderland to launch an exciting new line-up of limited edition package designs. Drawing on Alice in Wonderland’s tea party themes, Tetley Canada will be featuring characters and imagery from the movie on a range of Tetley products, including Orange Pekoe cartons promoting a Mad Hatter Tea Party contest, Tetley collectible tins, and canisters. Disney’s Alice in Wonderland, due to appear in theatres March 5th, 2010, is directed by Tim Burton and stars Johnny Depp as the Mad Hatter, Helena Bonham Carter as the Red Queen, Anne Hathaway as the White Queen, and Mia Wasikowska as Alice.

The Challenge
The design needed to capture the whimsical feel of the Alice in Wonderland movie, along with the personality of Tim Burton’s characters, while clearly communicating the Tetley brand. The timing for this project was extremely limited due to printing timelines, the fast-approaching release date of the movie, and the multi-level approval process, which required approvals from Tetley, Disney, Tim Burton, and the talent featured in the designs.

The Solution
SLD created stunning designs that captured the artistry of Tim Burton’s creation while maintaining the Tetley brand equity and other key elements of Tetley’s packaging architecture. On the Tetley Orange Pekoe cartons, SLD integrated Tetley’s blue with the blue tones used in Burton’s Alice imagery, and incorporated an Alice in Wonderland tea cup image into the design, thereby linking the tea-party themes from the film to the product. On the Tetley canisters, SLD emphasized Tetley’s three limited edition flavours using bold, flavour-specific colours along with visuals of their corresponding Alice in Wonderland characters. The SLD studio drew on its amazing capacity to work cooperatively, creatively, and efficiently to design and produce artwork for ten skus in only two weeks.

The Results
SLD’s designs ensured the Tetley brand remained recognizable on-shelf without compromising Disney’s Alice in Wonderland imagery – Tetley and Disney, and were thrilled with the results.

Background

TD Canada Trust, Canada’s second largest financial institution identified the need to evolve their retail experience to better reflect the needs of the customers and their “Comfort” brand position. That is when Shikatani Lacroix Design stepped in and developed new digital signing and in-branch communication architecture for TD, to create a new customer-centric experience.

Challenge

The new design needed to seamlessly integrate with the existing branch décor while ensuring that the new elements stood-out and properly complemented the sales and service layout. Another challenge was the way the new experience had to be delivered as part of current facility budgets, with no incremental spend allocated to the new program.

Solution

Shikatani Lacroix (SL) developed a new décor program that worked with the current facility décor while communicating a lighter and fresher image to customers. In addition, SL created some unique experiential features that include a Community Room designed to fit larger groups of customers, a Community Wall that shares a pictorial story about the local area along as well as a large LCD screen that features the latest community programs. In addition, a Kids’ Area was created, equipped with books, toys, and a computer that provide access to safe and fun children’s websites. Interactive units such as web kiosks, and online brochure library were installed to enhance customers’ bank experience.

Results

Response by customers and visitors has been overwhelmingly positive.

Background

Quest Vitamins in one of many brands in the crowded natural supplements and vitamins segment in Canada, with presence in Loblaws and Shoppers Drug Mart, as well as many Grocery and Health Food Retailers. The brand has had a number of corporate owners over the years and recently it was acquired by Purity Life’s consumer products business. It consists of over 126 products that cater to the entire family.

Challenge

The supplements and vitamin category has become extremely competitive with new entrants and a growing desire by consumers to live healthier lives. The Quest brand did not effectively evolve with consumer needs and its presence at retail was being eroded while the brand’s value proposition was not clearly being communicated. In addition to the brand erosion, the category had become very confusing, fueled by the addition of new brands and new product categories with poorly defined benefits.

Solution

Shikatani was retained to dramatically improve the shopability of the line with high impact graphics and packaging re-design and iconography to help consumers navigate the category easier. Purity Life was launching life stage, gender-specific product innovation and the new look of Quest greatly increased the consumer appeal of the proposition

Results

The brand has an aggressive growth target of achieving over ten million in retail sales by the beginning of 2010 and the sell-in success has Purity Life well on the way to achieving its target.

Background

Purity Life (a Division of SunOpta) is a marketer of a wide range of natural health products with a number of brands that have been previously underleveraged within their portfolio. A key component of their brand portfolio is branded products that they own and distribute such as Vivitas, one of their large contributors of sales and profits.

Challenge

Purity Life had identified a market opportunity to launch an innovative family of supplement products. The challenge was that most products within the Vivitas line were issue-related, (ie. Melatonin as a natural sleep aid), as opposed to habitual purchase and use items. Purity Life identified a potential market and opportunity to have first mover advantage by having a line tailored specifically for women. The challenge consisted of creating breakthrough package structural and graphics that would clearly reinforced the emotive and functional benefits, while supporting the introduction of a new product offering that broadened the appeal of the line and increased habitual consumption and strengthened point-of-entry marketing.

Solution

SL initiated extensive consumer research to understand the emotive needs of the core target group. Based on these insights, SL developed a range of unique package shapes and systems in addition to label designs that could effectively connect with customers at store level. Through the use of research, a final design direction was selected that leveraged a contour bottle structural design and bright flower graphics for the supplements line and a pregnant bottle shape for the prenatal vitamin offering. Although the design process did explore a wide range of potential names, the name “Vivitas Woman” was selected by consumers for its ideal fit with the brand promise.

Results

The product is currently being launched and initial sales results are extremely positive with a target growth of doubling its sales within a year.

Background

Community Care Access Centres (CCACs) are local organizations funded by the Government of Ontario to help people access government-funded home care services as well as the array of community support and health agencies in our communities.

As the result of a recent reorganization, CCAC decided to embark on a collective exercise to create a focused brand identity and to raise the community’s awareness of the organization. They retained LEVEL5 Strategic Brand Advisors and Shikatani Lacroix to collaborate on the project.

Challenges

CCAC needed to identify its core values and to leverage its position in the community, keeping the three C’s of communication, community, and connection front and centre. At the same time, it was critical that CCAC maintained much of their established identity, which initially restricted the breadth of the design exploration. Since the organization’s structure consisted of autonomous regional offices, it was critical that the new identity received buy-in at all levels of the organization.

Solution

SL brainstormed and came up with several taglines that appealed to the client and supported the brand positioning concepts created by LEVEL5. We explored out-of-the-box designs and introduced colour patterns that complemented the client’s existing core colours. The final identity leverages the intertwining of the three C’s, which reinforces the organization’s commitment to its communities. The selected design was rolled out to CCAC’s brand collateral material, and SL developed a brand standards manual.

Results

The new identity has received strong endorsement from each of the CCAC offices. The program is currently being implemented.

Background

Grand & Toy, Canada’s™ leading office solutions provider, was looking to reposition the company and evolve the thinking to better reflect the needs of its small business customers who are looking for more than the conventional supplies. Rather than match the big box stores in terms of volume or variety, G&T chose instead to focus on developing a broader range of office products and services that catered to this customer segment needs.

Challenge

Shikatani Lacroix Design was retained to assist in Grand & Toy’s™ business transformation as part of a store of the future new design. The challenge: the new design had to fit within the existing space while maximizing the merchandise mix and assortment.

Solutions

SL developed a new store environment that clearly promoted the added value knowledge and service areas, from the designer work area, the small business consultation offices to the new technology demonstration areas; all facets were developed to leverage the sharing of knowledge. SL designed the space using high-end features that are rooted in functionality. Curved linear design, custom millwork were applied to the key service stations that act as customer interaction zones. We installed custom display features with unique colour treatments that provide a clean, uncomplicated backdrop for the products and keep surfaces free from clutter. A signage package was also developed providing optimal level of communication while remaining relatively simple in execution & presentation.

Results

Our intention was to provide key customer touch-points throughout the store to emphasize the idea of Grand & Toy as a unique retail experience and a partner to small businesses. Both clients and customers have described the overall effect as more intimate and very welcoming.

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

Kruger Products, makers of Scotties Lotion, wanted to drive purchase and grow the category and turned to SL for package redesign that communicates softness and the luxury of lotion.

Challenges

Communication of “Lotion” is key and we needed to create a unique Scotties look and feel that is distinctive from the competition. The design had to be contemporary but not too trendy and had to be within supplier capabilities and requirements.

Solution

A variety of eye-catching and fresh designs were explored, focusing on the therapeutic benefits of the Scotties Lotion. Muted, calming and innovative graphics with a soft colour palette were applied, which help build category leadership while evoking an emotional connection to Scotties. We created a unique packaging that is modern but not dated, with a look that is differentiated from the competition and appeals to women looking for a premium facial tissue.

Result

A contemporary package design that “pops-out” at shelf and conveys superior softness with soothing and comforting qualities of lotion.

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.