Following on from our highly successful advertising campaign projects with The YES YES Company, we were delighted to be asked to work with them again to design and create a product guide and exhibition stand to present the company and its products at The Natural and Organic Products Europe trade show in London.
The brief: merging medical and pleasure
The brief was to bring together the whole product range – from medical to pleasure – in a cohesive way in the form of a printed product guide for visitors to the stand. In addition, to create an eye-catching exhibition stand and supporting branded desks which convey the key messages of the campaign providing the perfect canvas for the products.
To reach out to both medical and pleasure markets we worked closely with YES to build a concept for the product guide and exhibition stand based on focused and clear communication and beautiful use of imagery. It was, as ever, important that we had a thorough understanding of the target audience and the core message and image the company wanted to portray in shaping this new direction for its brochure and stand.
The new product guide: an aspirational look book
The priority for this communication was to avoid a clinical or medical message or focusing too much on the functional benefits of the products. Rather, an emotional connection was sought by tapping into an aspirational, classy and fashion-led image and lifestyle. The aim was to create a ‘look book’ style product guide rather than a simple and functional product catalogue.
Finding the right images to bring the concept alive
The project was therefore image-led and this meant it was necessary to spend a great deal of time at the initial stages image searching, developing mood boards and collaborating on light boxes to get the right fit. On a tight deadline, we capitalised on the natural artistic flair within the Mzuri design team to ensure we selected the perfect visual representations to reflect the desired messaging.
We eventually opted for natural and water based images including flower, plant and ocean representations to achieve the desired look. The mood and colours on each page of the product guide were designed to match the products they presented. We worked hard to develop a concept that flowed, with the more medical products at the beginning of the brochure presented in lighter colours, evolving seamlessly to the pleasure products at the end, presented in darker, more sensual shades. Working alongside the client, we ensured a perfect selection of images was used with each item.
After the colours and images had been meticulously selected and carefully designed, our team worked in Photoshop on the product imagery to ensure clarity of presentation. We are masters of fine detail and were focused on maximising legibility for each product.
Developing the exhibition stand and branded tables
The exhibition stand was then designed to work in sync with the product guide. Its look and feel reflected the same mood and messaging but without presenting the individual products. The client loved the main image of a water lily we used to support the strapline ‘Making Vaginas Happy’ on the stand.
We were thrilled that the messaging of both the product guide and the stand worked hand in hand to engage and connect with the audience in precisely the way they were designed to.
…and the YES team loved it!
Head of Sales and Marketing, Zoe Dunn, had this to say about the project:
“So…how do you design exhibition collateral for a discreet brand of organic intimacy products? Mzuri knows… which is why, when I realised 3 weeks out that we’d need a new stand and trade brochure for our forthcoming exhibition, they were the first and only call I made.
The new collateral is discreet, classy, luscious and fresh all at once, perfect for a brand that targets medical, health and wellbeing and pleasure customers. We are delighted and can’t wait to show off our new greenly sensuous look! ”
To top it off, The YES YES Company received the Best New Mother & Baby Product award at the exhibition for their fertility friendly lubricant – well done to the team!