Shikatani Lacroix

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.

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.