1. The Challenge
Growing in the Mind of Families
Pequeñín, a leading brand of wet wipes for babies in the region, faced the challenge of redesigning its entire product line to maintain and increase purchase intent. We began by conducting an exhaustive audit of their identity and portfolio. As a result, we discovered that they had lost part of their brand equity, and that the value proposition of each product was not identified. To redefine the essence and purpose of the brand, we conducted a co-creation workshop with the Essity team. The result was a brand pyramid that provided Pequeñín with clarity on the way forward. The goal of the new designs would be to reinforce the positioning in the mind of the consumer and facilitate the purchase of the products.
We needed to change our storytelling because the brand was associated with a baby product that we no longer make; now we have another super product. Tridimage offers a very important added value for me, which is the way they approach the project, with a 360º strategy. The diagnostic process was extremely structured and organized. They reached a deep understanding of the situation and established super clear steps to move towards the evolution of Pequeñín.