_ FUSHIMA
Repositioning a Leading Oral Care Manufacturer
Fushima has been manufacturing toothbrushes for more than 75 years and they are currently in 33 countries. The company made a big investment in its own laboratory to produce toothpaste and mouthwash. To grow its business and potentiate the new lab, Fushima wanted to go beyond being perceived as a toothbrush manufacturing. They wanted to be known as a global provider of oral care products instead.
#strategy #brand-identity
WHAT WE DID
→ Competitive Analysis
→ Customer Interviews
→ Audience Segmentation
→ Positioning Strategy
→ Brand UVP & Claim
→ Visual Identity System
→ Art Direction
→ Copy & Script Writing
→ Brand Guidelines
→ Brand Workshop
→ Web Design & Development
→ Competitive Analysis
→ Customer Interviews
We interviewed Fushima’s clients, such as Mercadona, Carrefour, Cofares, and Pierre Fabre. These conversations, complemented with a competitive analysis, revealed key insights for a differentiation strategy.
→ Positioning Strategy
→ Brand UVP & Claim
We understood that Fushima’s value goes beyond manufacturing. Perceived as industry experts, they provide innovation, creativity, and know-how to their clients. We proposed a new positioning based on everything that makes them “more than a factory”.
_ POSITIONING SHIFT
The visual & verbal identity system allows Fushima to shift from being perceived as toothbrush manufacturers, to oral care partners.
→ Visual Identity System
→ Art Direction
Fushima's identity is modular, to symbolize the way they adapt to each client. Fushima's ability to add value is represented and reinforced through a variety of graphic resources that convey the concept of a picture-completing, final piece to the puzzle.
