Is toothpaste just toothpaste ?

AIM

Design Strategy
for Octopus Innovation

Shanghai — 2017

AIM, an American toothpaste company, sold their licence to their Chinese supplier to develop their own brand, under the same name, throughout Greater China.
In a very competitive market but yet full of potential, AIM China looked to rethink their brand and develop a new "feeling" to position themselves on this new market.

The goal was to keep the American "technology and quality" part of the original brand while developing a new approach that would cater for the very niche and e-commerce oriented Chinese market.

Following the Blue Ocean Strategy a proposal for several niche in the market were higlighted and potentialised.
It is now to the investors to decide into which approach they are willing to invest to !

 

Plan de travail 1
AIM-Rech
AIM-Positioning-Analysis
AIM-Plan-1
AIM-Plan-2
AIM-Plan-3
AIM-Plan-4bis
AIM-Plan5
AIM-Concept
Display-Concept
Positioning-Concept

— Skills & Methodology —
Market research — Brand design & strategy — Art direction — Branding

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