ProFresh
Repositioning an Ecommerce brand to better define its target, messaging and overall look and feel.
Thirty years ago, Dr. Jon Richter, a dentist and founder of the Richter Center for the Treatment of Breath Disorders, developed the ProFresh BreathCare System. Millions of satisfied customers (over 7.1 million plus bottles sold) rely on ProFresh every day to help smash their chronic bad breath. Even though its core proposition is to provide fresh breath 24/7, the ProFresh brand itself had not been refreshed since its inception in 1992.
Services
- 2D/3D Renderings
- Brand Identity
- Brand Strategy
- Brand Style Guide
- Consumer Research
- Copywriting
- Customer Experience
- Customer Journey Mapping
- Iconography
- Look & Feel
- Package Design
- Print Collateral
- Promotional Items
- Social Media
- Website Design
Partners
- Luminations Group
- Medio Agency
- OS 3D
Engage
Millennials and Boomers Unite
A remarkable enhancement of online shopping experience driven by consumer insights propelling brand evolution.
A robust discovery process, including consumer research, provided our team with the insights needed to help reposition and refresh the ProFresh brand. With research indicating that chronic bad breath is a physical and emotional challenge for millennials and boomers alike, it was clear that the brand needed to strengthen its positioning and messaging and refresh its overall appearance to increase engagement and provide its broad target audience with a better brand experience. The challenge: ProFresh is an e-commerce brand strictly sold online. We analyzed the customer journey across all key touch points – email, social media, website, fulfillment, shipping, packaging, and collateral – and improved the customer experience every step of the way. Understanding the need for a seamless online journey, our focus encompassed refining ProFresh’s website, enhancing social media engagement, and improving packaging for an immersive brand encounter beyond mere product delivery.
Excite
The refreshed brand presents an entirely new personality to its target audience. A personality that is bolder and more expressive. All aspects of the new look and feel- its colors, typography, and imagery – was created to balance the product’s functional (professional) with its emotional benefits (confident, self-assured, fresh). The new sans-serif logo emphasizes the brand’s professional and science-based positioning. A dark green color (peacock) gives primary emphasis to PRO or the professional side of the brand, which is then balanced by a mint green color which communicates the product’s end benefit- Fresh breath. A seal was also created to reinforce the brand’s professional heritage. Coral and indigo secondary colors are used to accent key communication points throughout all applications. In crafting the brand’s visual elements, deliberate choices were made to resonate with a diverse audience. The fusion of professionalism and the emotional resonance of freshness was meticulously woven into colors and design, strengthening the brand’s impact across multiple touchpoints and applications.
Inspire
Chronic bad breath, an affliction that can be emotionally crippling, often compels its sufferers to steer clear of social interactions, leading to isolation. Recognizing this challenge, the primary aim of the refresh initiative was to craft a brand identity radiating confidence, demonstrating empathy, and captivating our intended audience’s interest. The overarching objective was to construct a comprehensive brand experience seamlessly woven into every interaction, affirming the choices of existing users while sparking intrigue among potential newcomers to join the franchise. This approach sought to transcend mere branding, intending to establish a connection that reassures current patrons and entices a wave of fresh clientele, fostering a community united by trust and satisfaction. This approach aimed to build a bridge beyond branding, forging a connection that reassures current patrons while enticing new ones, fostering a unified community founded on trust and satisfaction. The strategy encompassed not only visual elements but also resonating messaging across platforms.
Unprecedented in our 30-plus years, this vast marketing journey marks a first for our brand. Xhilarate’s expert strategists, designers, and copywriters provided the crucial expertise and guidance for assurance.
