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Jungle Formula Insect Repellant
The brand had not been touched for some time and was thought to have not kept up with the times by consumers.
Also the dynamics of the insect repellent category had radically changed from a one strength fits all offering to the introduction of different strength, dispensing formats and usage formulations, resulting in fixtures becoming more difficult to navigate and make purchase decisions.
Within this Jungle Formula was perceived to be only for harsh and more extreme environments.
Own brands were starting to drive the category with new innovations and propositions.
Project Scope
Brand positioning, brand design.
Main Questions
- How to reposition Jungle Formula to enable the brand to credibly broaden its offering to include more gentle ranges?
- How to get consumers to understand the differences in strength and usage quickly and easily?
- What were the brand’s key recognisable visual equities that needed to be retained?
