Instilling a purpose and identity for a generic, private-label household brand
Context
Health and Beauty retailer Watsons private-label, value household brand was faced with increasing price competition from competitors. To thrive, Orita needed to find an edge that would differentiate it, beyond price.
Ask
Refresh Orita’s strategy and brand story and create a new identity and packaging system that works across the brand’s complex range of product categories and quality tiers.
Process
I started with desk research to understand different approaches to multi-category, private-label brands, how were they organising their ranges?
I did some further research and thinking around value, a key part of the Orita offering, and how it could be used within a range architecture.
I then developed a simpler, impactful range architecture, going from 13 categories, to 4, breaking these down into three quality tiers.
Truth
When you need home essentials, real value is hard to find. A category rife with overwhelming choice, gimmicky features, and budget alternatives that don’t work.
Strategy
Bringing real value home . Whatever the product, whether an everyday shower gel or reliable disinfectant wipes, Orita’s line always provides better quality than you’d expect for the price.
