Best creative strategy
A merchandizing line plays an important role in upholding and strengthening the positioning of the brand it helps promote. It is understood that, once a clear strategy is in place, the design strategy and thinking hold the most important role in bringing that brand strategy to the market.
The new merchandizing line had to be visually segregated and packaged in a manner that enticed customers to buy the products, eventually start collecting them, and creating an emotional involvement with the RTA brand.
Best brand architecture solution
The challenge was in developing an architecture that split the multiple products categories while maintaining an overarching rapport with the RTA brand, and the merchandising brand as well. The approach had to rely on a clear and practical breakdown of the offerings, one that can accommodate multiple products categories of different price ranges and usage.
BEST use fo a visual property
The main challenge was about generating diverse lines of graphic devices that serve four main objectives:
Answer a specific part of the RTA purpose.
- Be endlessly scalable.
- Be graphically appealing and able to adapt to a wide variety of applications.
- Always reside within the RTA strict brand guidelines.
Best use of packaging
In order to appeal to the wide array of audiences, from citizens and residents, to tourists, all from diverse ages and walks of life, the new merchandizing line had to be visually segregated and packaged in a manner that enticed customers to buy the products. The aim was also to create an emotional involvement with the RTA brand through the merchandising line of products, hence the need to create a fusion between the master RTA brand and the merchandizing, through the package.
Best brand experience
The challenge in creating a brand experience through traditional merchandising is in finding new ways to give meaning to an otherwise unimportant object. Injecting emotional value into collectible items is relatively easy, but doing so to a generic product is harder. We needed to exploit the developed graphic devices and their story to inject a meaningful experience into every item through points of sale and display.
The new RTA merchandising universe created a holistic brand experience that takes customers on a journey of exploration of the RTA brand purpose, hence heightening the true meaning of Make.Move.Transform. and creating and emotionally engaging audience experience.