Design

Apr 6, 2021

Zoflora makeover for the Instagram generation

The Thornton & Ross disinfectant brand has been redesigned by PB Creative.
By:
Elisabeth Skoda

The Zoflora brand has a loyal customer base who enjoy this household product that has passed through the generations. However, with a new generation of Instagram-loving Zoflora fans, it was decided to revisit the brand’s range design.

Zoflora has been helping UK households stay safe from germs for almost 100 years.  Its range of fragranced, perfumer developed, concentrated disinfectants is "inspired by nature". The brand’s 3-in-1 action formula reportedly kills 99.9% of bacteria and viruses that can cause illness, whilst eliminating odours and filling homes with long-lasting fragrance.

PB Creative was briefed to create a contemporary and desirable look and feel for the brand that was more appealing and relevant to new consumers, with increased stand out on shelf, but without alienating the brand’s existing and very loyal users. PB also sought to celebrate the "abundance and explosion of ingredients" within the products and champion the fragrance story of each variant, whilst still communicating the efficacious nature of the brand.

“This project has given us a great opportunity to upgrade and enhance the Zoflora brand,” says Agata Racka, Design Director at PB Creative.  

“We knew that the new designs would need to entice and resonate with all Zoflora consumers, both old and new. It was key that we kept existing consumers at the heart of the brand, whilst leveraging appeal and excitement for new ones.”

“With a unique and diverse range of ingredients, it was clear that we needed to develop a strong design system that was robust enough to work across a large number of fragrance variants, while giving us the scope to communicate a distinct product story that was easy to understand. The addition of the tag line,  ‘A little goes a long way,’ helps to clarify the formulation’s efficacious and concentrated nature.”

“By refreshing the Zoflora colour palette and enhancing the fragrance story (which wasn’t coming through as a USP previously), we’ve created a bold, fresh new range design that retains the brand’s uplifting personality, but now makes it more relevant and appealing to a new generation of Zoflora devotees. Our main challenge was to remain distinct and unique in an ever-growing category increasingly populated by copy-cat brands.”

Sarah Fozzard, Head of Marketing, Home Hygiene, Thornton & Ross added: “PB’s new range design for Zoflora delivers instant fragrance impact and product clarity – not an easy task for such a complex brand. The team has succeeded in modernising Zoflora without losing its distinctive character and whilst striking the difficult balance between fragrance and efficacy which we knew would be key to the success of the redesign. This new contemporary classic aesthetic will allow Zoflora to continue to lead in the category and to communicate clearly with a new generation of Zoflora consumers.”

She continued: “Now more than ever, we’re keen to highlight Zoflora as a brand that can help keep us protected as we go through these unprecedented times.  Zoflora offers consumers an opportunity to create not only a hygienic, but also a welcoming space where they can all feel safe and comfortable.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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