Kiwi Brand strategy, identity and positioning

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Kiwi is the world's leading brand of shoe polish and is sold in nearly 200 countries. The market covers commoditised products and is governed by practicality, with little difference between competitors and few innovations.

Give new impetus to the brand and to the category as a whole: as market leader, Kiwi needs to set the standard to bring about market change.

Define and anticipate a new approach to brand communications through visual and verbal language inspired by the fashion and cosmetics industries. Reflect the current tendency to see shoes as real fashion accessories by positioning Kiwi as a brand able to offer comfort and fashion products for shoes and feet.

The springboard for this approach lies in the launch of a product range targeting women, to initiate and lend credibility to the overall changes to the Kiwi brand. Develop a packaging design that appeals to female consumers who are appearance-conscious.

We developed a cross-brand graphic identity for the women's shoe care range with the circle as the central element, a feminine silhouette in a specific pose and specific colour coding. We set out to seduce the target consumer with groundbreaking visuals for this market: pastel shades and silhouette, symbols of femininity and beauty.

Illustrations have been given a trendier, more fashionable, more glamorous look to increase cutting-edge appeal.

We also stipulated specific content for the Color Gloss project, which must contain 4 products.

"This summed up your brand ethos exactly - an innovative, skilfully executed idea. The Brand Union Paris have not only been in partnership with the Sara Lee Group for many years, but have continually delivered top-quality results that we are always delighted with. I'm convinced that this is a partnership that will continue to develop in years to come." - Margot Klerkx, Director of Marketing Europe