The bathroom products manufacturer Mira Showers has caught its competitors napping in the UK with the long-planned launch of a major redesign of its on-shelf communication and packaging identity, created by its UK based award-winning design agency BOS:. The launch forms a crucial part of Mira’s marketing strategy to maintain its market-leader position and has been in the planning for more than a year.
The new packaging designs instantly project a powerful and premium feel that is totally in harmony with the master brand, claiming the soft black of Mira’s corporate identity as a unique presence in-store.
Each of the 73 Mira pack SKU’s being launched has become a 360 degree communications system that speak authoritatively from all sides of the pack. They combine attractive and intelligent appeal for consumers, while seamlessly working for installation engineers with their clear displays of technical information. The selling messages work both aesthetically and practically. The designs include ‘hero’ product shots that unequivocally demonstrate Mira’s brand values which include high style, technology and performance for each of the products in the Mira Showers range.
Tanya Brookes, Client Director at BOS: said, “The new packaging needed to generate maximum product sales potential and this is achieved on every pack face through an easy to understand product information system. Apart from being entirely owned by Mira as brand new intellectual property, the icon system communicates the features and benefits of each product giving the consumer genuine choices and clear reasons to trade up the range.”
In another first for this already highly innovative company, Mira Showers has become the first bathroom products company in the UK to launch new packaging which includes Quick Response (QR) Codes to enhance the buying experience to assist in a smooth purchase decision in-store. BOS: designed a clear on-pack hierarchy, re-enforcing the master brand name by consistently leading with the ‘Mira Showers’ logo at the top of every pack face. This is followed by the range name so that the message the customer reads is “Mira Showers, Escape”, “Mira Showers, Miniluxe” and so on.
Roger Crabb, marketing manager at Mira Showers, said, “We wanted to create a confident, bold, and consistent brand identity with strong values presented on our packaging and are extremely proud of what we have achieved with BOS:. From a commercial point of view we also wanted to gain maximum support from key retailers and early reactions to our designs are very encouraging indeed.”
Mira Showers packaging redesign is being launched throughout September and October in UK stores across 73 product line SKU’s in the company’s electric, mixer, power and digital shower ranges.