Hertel redesign

Agency: Pigeon Brands
Creative Direction: Olivier Chevillot
Art Direction & Design: Josianne Pelletier
Illustration: Nathalie Taylor
Production Artist: Mario Collin et Théo Steff
Beauty Shots: Marie-Ève Gregoire
Location: Canada
Project Type: Produced
Client: Lavo Ltée
Product Launch Location: Canada

Visual codes for household cleaning products brands are often overwhelmingly focused on the cleaning power, and messages, and on the efficiency produced. Having that in mind, we redefined the brand architecture in order to simplify and clarify the product offers based on more emotional attributes, creating added-value and meaning.

The the brand’s positioning “Life’s intense, Hertel got you covered” also guided our creative strategy. Since we wanted to be in line with the tone and personality already established in recent communication campaigns, the design had to convey all the intensity and power of life; all the audacity of brand communication.

We wanted to speak to those who live fully, as a couple, with family or friends, with all the passion of their youth and the intensity of their lives today. To get this crowd’s attention, we personalized Hertel as funny, touching and true. The logo has been modernized and the visual platform rejuvenated to project a dynamic, innovative and avant-garde image.

The navigation had to be simplified and efficient and needed to take category codes into account to a minimum at least. We simplified messaging in a daring and true tone: It cleans, it degreases, it disinfects, etc. We also chose lively, vibrant and tonic colours, to labels while reviewing colours for bottle, caps and triggers.

New brand architecture, powerful and daring messages, fun iconography, and vibrant illustrations help browse easily through this large family of products.