When Mark Reyneke, Marketing Manager of Western Cape Milling, one of the largest independent producers of flour to leading retailers, followed up on a referral when looking for a creative design agency, little did he know that this meeting would transform their business, launch the company into a new retail concept and deliver bottom line results that almost tripled their sales expectations within one year.
The brief was simple. Western Cape Milling wanted to test the retail market by supplying consumers directly with the economical 10 kg pack of flour, whilst simultaneously creating a more professional brand; and FusionDesign was the agency that was chosen to do the necessary research, design the packaging and launch the product.
“A wholesale outlet in Phillippi was selected as the test ground and what ensued was a thorough research project to identify the target audience and what their purchase decision was going to be based on. It became apparent during our in-store interviews that disadvantaged children between the ages of 6-14 were doing the shopping. These children are managing homes and largely responsible for all purchases while parents are working or absent,” comments Carmen Lerm, CEO of FusionDesign. “The packaging we needed to design had to consider their limited literacy and primary colours and shapes that they could identify with. Western Cape Milling needed to ensure that their product always met the quality and price that would also be the critical determinants in their decision.”
“The outcome was completely unexpected, it's been great learning, it has opened up a market for us and we've included a social investment program too,” adds Reyneke. “At the beginning of the year we extended the packaging and brand design to a 12,5 kg bag. We've bought and branded containers that are placed in settlements around the Western Cape and we're selling direct to the consumers. These container outlets are also managed by our employees creating enterprise development opportunities.”
Commenting on the FusionDesign team, Mark Reyneke adds, “Carmen Lerm and her team were always on top of things, they go out of their way to ensure everyone is communicated with and 100% behind the process. They were proactive, professional and thorough in interrogating every angle of the research to make sure we got it right. Their design philosophy and creative input was world-class. But what stood out for me most the most was the energy and passion they had for a product that was someone else's.”
About FusionDesign
FusionDesign is a dynamic, creative design agency specialising in brand and corporate identity development. We're a black-empowered, South African-based company that provides services ranging from the design and development of corporate stationery and promotional material, logo and iconography design, advertising, conference and event design, website creation, corporate art and packaging right through to point of sale design. Through a passion for ‘designing brand excellence', we empower our clients' brands.
We are also officially recognised as a BEE-accredited organisation with a level 3 (100%) rating. This accreditation also benefits our clients in their affirmative-procurement BEE-scorecard disclosures.
For more information, please visit www.fusiondesign.co.za or contact 0861.321.777.
