The agency was faced with the task of developing a full range of branding, from strategy to packaging, for an innovative insect repellent product. The product was developed on the basis of a safe formula that combats harmful insects and can be used safely by children, even as early as one year old. The main objective of branding was to avoid the stereotype of a poisonous, harmful product, and instead to create a visual and auditory identity that portrayed the product as a friend, evoking maximum trust, and a sense of security and sympathy.
At the heart of our marketing solution was the central conceit of the repellent as a hero. To convey this, we went back to a traditional archetype of a famous hero renowned for helping people - ZORRO. This allowed us to take advantage of a familiar audio cue, combining the brand identity with the familiar onomatopoeic “ZZZ” of a mosquito in flight. Thus was born a faithful and reliable protector of people and animals from harmful insects - ZZZORO. Visually, we needed to create three distinct identities for three different products in the range with three distinct audiences: universal, baby and animal, all the while maintaining a cohesive overall brand. Bright colors that are not characteristic of the market draw intention to the product on the shelf when compared with competitors, and playful patterns from collective images make the product truly friendly yet visually distinctive.