Between the stringent regulations around the product, and the client’s insistence that we include the initials ‘NI’ to make a nod to their existing products – the brief did not allow much hope for the product – so I re-wrote the clients brief.
I fought tooth and nail to convince the client that we needed to brand this uniquely for the UK market. It’s better to have 2 successful product lines with no connection, than one that suffers because it’s trying to reinforce the others identity in a way that isn’t effective.
I finally convinced them to use a new name for this brand – in order to create a product that would be a success here in the UK. Some strong names were put forward, and put into focus groups for testing.
The name ‘Nuturmil’ is a combination of ‘Nuture’ and ‘Milk’. The end result is a much stronger brand for the UK market than what the client arrived with.
By renaming the product my team and I were also able to find the gem of an idea for the logo design concept within the new name.