We were tasked to completely redevelop a product range and to create a 'cool' but highly functional brand to appeal to professionals in the electrical, construction and associated trades. The project required us to design and develop the products and a cohesive marketing communication and support package.
Our first step was to conduct a comprehensive review of the existing market and to draw parallels with other sectors aimed at the same target audience, such as cars and clothing. Three alternative brand positions were extensively tested before Magma was given the thumbs up for its sleek attractiveness mixed with a rugged and durable appeal.
Having confirmed the universal appeal of the Magma concept, we worked with the client team to create detailed product designs for over 20 range items before focusing on packaging and point of sale display. Literature, key account presentations, web design and promotions completed the phase one deliverables with the entire project completed in just a few months from first concepts to finished stock.
Pre-launch, Magma generated a real buzz amongst sales teams, distributors and trade media - and in a few short months the range has already been selected by a number of leading trade and consumer catalogues, retail chains and trade merchants. In the case of one key national account 16 new lines were listed. Carl Kammerling International also enjoyed their largest ever sales month and saw average sales increase by 43.8% in the first two months following the launch.