Creative agency Anthem Australia has spearheaded a brand refresh for Zodiac, with the Baracuda brand. The Anthem team, based in Sydney refreshed the brand positioning, whilst establishing the range architecture across multiple product segments with packaging and POS in mind.
A comprehensive set of guidelines were also included in Anthem’s body of work, thus ensuring brand cohesion across all touch points.
The creative team were mindful that the refresh needed to spread across not only cleaners, but chemicals, accessories and spare parts. A clear pool cleaning education system was created through the use of icons and imagery for the stores to implement within their in-store POS systems.
Steve Rischmiller, creative director at Anthem Australia explained how they did it: “We needed to ensure Baracuda was the ‘go-to’ brand, evoking the highest quality and yet being accessible to all Australians.
“A full brand pyramid was developed that created a clear market position for the brand. Following the creation of the brand pyramid, we finessed the brand architecture, keeping in mind each of the unique product segments falling under the Baracuda brand.”