Synxsole branding and packaging
Brand architecture, packaging and branding of all the product lines for Australia’s leading orthotic company
In 2015, Synxsole, a brand of prosthetic equipment from Australia, won the “Shark Tank Australia”, a famous television show that shows aspiring entrepreneurship contestants presenting to a panel of investors, each named «Shark», who will then decide to invest in them or not. It was the entrepreneur Andrew Banks who successfully wrested the bait from the others and became the most welcomed investor and 45% shareholder in the Synxsole brand.
After 2 years of business operation and the entry of new competitors, Synxsole started having issues with customer acquisition and sales. They had to re-approach their market and positioning strategy. In addition, their brand and image struggled to capture the attention of their target market. Synxsole approached us with a new task with the aim of increasing sales and improving its image.
First of all we investigated your market, customers and your main competitors like Scholl and others. We prepared a marketing strategy and positioning of the brand. Finally, we presented the concept of a new packaging for the brands. In order to stand out on the shelf, we opted for a striking sporty type font and vibrant colors. We added transparency on the front so that customers could touch the product and feel it. We left a minimal and uncluttered front cover, unlike most of its competitors, to really catch the attention of the consumer. All relevant information about the product was placed on the back cover.