NEAL'S YARD REMEDIES

Creative Lead. Design. Web.

British brand launched into Asian market

Agency: THG Studios

The brief was to launch NYR, a traditionally British brand, successfully into the Asian market. Starting off with research into the Asian market, along with 3 European competitors who were already established there, the biggest learning was that visuals are ramped up to 11; big, bold colours and animations, particularly on the home and primary retail pages. The brand story and essence is communicated separately, and can be more pared down and true to the existing brand look and feel.

I took the natural, ‘sketch book’ illustrations from the brand toolkit, and some of the brighter colours from the many products and created a bold, stamp effect, all organic lines and shapes. Keeping the brand essence but ramping it up to stand out in the much louder Asian marketplace. There was no budget for photography on this project, so we had to create compositions with existing product shots and a lot of Photoshop.

Solution

Brand Story

The brand page was developed to be more visually sophisticated, true to the brand essence and flow with the narrative. Despite having quite a limiting, e-commerce platform to work with, we created an engaging and editorial style design

Digital Toolkit

We created a market specific toolkit to enable the many different internal teams to create assets and campaigns in the new style - here are a few sample pages from that document.