Moosylvania | The Great State of Design

Wow Green: Launching a Brand Identity with Wow!

Challenge

Engage consumers and distributors in a highly visible category (Green products) amidst an ultra competitive landscape (CPG) via an untraditional channel (Network Marketing).

Insight

Consumers, particularly moms, are looking for safer, greener products, but don’t want to sacrifice efficacy or style. With the hectic schedules most moms endure, they are also always looking for ways to add value and convenience to their routines.

Results

Created a holistic brand identity — complete with compelling packaging, engaging collateral and informative brand education materials — for a new family of safe, green cleaning products.

Solution

At inaugural launch meeting, approximately 5,000 distributors signed up and 25,000 distributor kits were ordered. To date, about 9,000 distributors have been enrolled.

Full Details

Branding
Elevated the brand position and added legitimacy to the products with a premium look and feel that extended across all products, photography and communication materials. Redesigned logo to be more upscale and appeal to “moms”. Developed the tagline, “For a safe, green clean”, to quickly communicate product benefits.

Packaging
Leveraged the new logo, utilized an iconic leaf pattern and implemented a color-coded system to create an ownable brand identity for Wow Green across upwards of 20 different products. Extended the iconic leaf pattern to secondary packaging that consumers receive (with product) at their doorsteps in an effort to build brand awareness at every touch point.

Collateral
Created, designed and edited a complete Distributor Kit, complete with 2 brochures and 2 DVDs, which told the Wow Green story and helped distributors get started on their new opportunity.

Brand Education
Scripted and edited two DVDs to both motivate and educate consumers and distributors. One DVD told the exciting Wow Green story and the other explained to distributors, step-by-step, the detailed compensation plan.

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