A new brand is set to take the hand wash market by storm; introducing Quash, the first 100% natural, anti ageing hand sanitation spray to be launched in the UK.
Initial Conditions™
Quash asked Chaos to develop the brand, from the product (and company) name to packaging, clip strips, SRP and POS material, website, literature and company stationery. Beating off two London agencies, Chaos was selected for the stylish and clean simplicity of the creative brand strategy recommendations, which Quash felt truly reflected the essence of the product ethos whilst making a breakaway statement.
By creating the name Quash, Chaos were able to encapsulate two important qualities of the product; namely the proposition and brand promise - the eradication of germs by 'quashing' them, and adopting the wash-like, echoic word quash to suggest a hand cleaning product. The brand has been designed to be totally expandable, allowing future products to be launched under the Quash brand.
Chaos Thinking™
When considering the branding, Chaos allowed the purity and naturalness of the product to be the main emphasis, and for the packaging to convey these qualities. Lime was chosen as the brand colour for shelf appeal, standout, as well as being suggestive of naturalness; lime is also an active ingredient in Quash. A warm grey, together with white was used to convey further information and messaging hierarchy. The Quash logo adapts the letter ‘Q’ integrates a heart, representing the natural health benefits and ensures a distinctive and easily recognisable identity for the range, emphasizing personality and lifestyle rather than medical. The heart provides a warmth and reassurance, which evokes a softer approach than most of its competitors.
Uniquely, Quash contains no parabens or alcohol, only planet-friendly ingredients. In fact the key ingredients are Manuka honey (a natural antiseptic) and radish root.
The new website quashme.com went live mid January 2009, and offers visitors an exciting introduction to the Quash brand. The website is a pure extension of the visual brand elements, with heavy use of the green throughout to emphasise the fresh, clean look and feel. Easy navigation and the use of a hand script font really help to convey the open, transparent nature of the planet-friendly ingredients.
Creative Enablement™
As an entirely new brand with no market presence, Chaos has enabled the brand to achieve market penetration in the UK. Quash is now stocked and selling through many major UK retailers, notably: Tesco, Sainsbury’s, Boots (from October), Moto, Ocado, Waitrose, Superdrug, Palmer & Harvey (UKs largest wholesaler), Tree of Life (largest wholesaler to independent health care), The Health Store (chain of 600 health stores in UK), The Office Depot, WHSmith Travel, Somerfield, Holland & Barrett, Planet Organic and Coop.
Peter Campbell, Head of Creative & Brand Strategy, Chaos Design.
adds…
"Communicating with consumers to help them understand the qualities of natural personal care products is as much about highlighting the natural ingredients in the products they buy through "truth in labelling" as is communicating a brand that they would wish to be associated with. Therefore we designed the brand to appear more 'health & beauty' (especially as the sanitiser has anti-ageing properties) and less 'health & safety' as women are the key target audience and we wanted to ensure that taking Quash out of a handbag will be as natural as grabbing the lipstick"
Ben Fisher, Marketing Director, Quash.
“Chaos have really understood the essence of what we have been trying to
achieve as a brand. We have found them a flexible agency to work with who
have listened to what we want as well as putting forward great creative
ideas. We have always given them seemingly impossible deadlines which they
have consistently delivered to
”
Visit www.quashme.com
