Using success and leadership for competitive advantage
After successfully establishing themselves as market leaders in supplements of joints and skin and coat health for dogs, Lintbells were looking for a design company to help them take this heritage forward into the equine market.
The aim of the brief was to create brand and product identities to launch Lintbells products into the highly competitive equine supplements market and drive market penetration. While maintaining empathy with existing brands, the new branding would engage directly with horse owners and influencers to achieve brand recognition and sales.
Our main focus was to look at how to differentiate Lintbells in a crowded market and from the key competitors through proposition, brand and style. Our response was rational and bold, using an approach that built on all the positive recognition of the existing Lintbells products. Each new product has a simple silhouette and unique colour and the structured grid system holds key information and allows transition of the brand style to all applications.
The use of colour and structure along with careful selection of imagery were crucial to creating a range with immediate impact with easily identifiable selling points.
The new brand has been applied to all marketing collateral to support the launch campaign including corporate and product literature, press advertising, banners, exhibition stands and vehicle livery. In addition to the equine project, we have also been commissioned to work on sales and marketing literature for the international business development of the Lintbells brand.
FSG certainly delivered, developing our brand and creating a product that stands out amongst the competition. We have had great feedback from customers both new and old since our launch at Badminton Horse Trials in May, and interest to create an effective base for our new products.
Anna Prest, Lintbells