Some brand stories are connected directly to a founder. But retail shelf packaging shouldn’t need to rely on a back-story, especially in the more sophisticated environments of high quality beauty and nutrition products.
James Greenwell became an entrepreneur as well as an athlete when he founded Proto-col in 2003. The business launched with just one product, pure collagen capsules, and has become one of the fastest growing beauty companies worldwide. One highly successful route to market is through TV sales channels where James can tell his personal story of taking collagen after a running injury. But the brand and packaging needed to be stronger, without needing a back story to compete effectively. Our challenge was to develop branding that would test new retail sales channels without losing the existing audience. We created a sub-brand specifically designed for higher-end environments while at the same time giving the main range a smarter overhaul. From the launch, feedback has been excellent.
“Our rebrand process was as much about people and personalities as it was about packaging. What we needed was the right people that could work harmoniously with the diverse personalities that make our company so distinctive and dynamic… We found what were looking for in Mytton Williams. They were instrumental in helping to bring clarity to our brand architecture and they delivered a new visual identity and sense of brand that is helping us to open new doors to trade. The fact that they did so in line with our budget and on a challenging timescale underlines their can-do creativity.”
Matt Exley, Head of Marketing