VIVI
Brief
ScentLab, a South African fragrance company approached us to create a new fragrance for Kenya. Their goal was to pioneer an everyday fragrance category, initially in Kenya and then across East Africa. This strategy taps into Kenya’s growing middle class and their demand for quality products, addressing a market gap between low-grade generics, counterfeits, and pricey imports, thus positioning ScentLab for a first-mover advantage in the region.
Challenge
In the midst of Kenya’s economic transformation, fueled by a rising middle class and increasing foreign investment, there’s a vibrant local spirit seeking affordable yet special ways to express optimism and attitude. The challenge lies in distinguishing from low-quality knock-offs prevalent in the market by offering a trustworthy, mid-priced product underpinned by ScentLab’s credibility. Ultimately, the goal is to carve a unique strategic position in the market, becoming a beloved brand and paving the way for future expansion across Africa.
Solution
In crafting a new identity for Kenya’s flourishing, zestful individuals, our strategic thinking led to the birth of VIVI, a name derived from ‘vivid’ that stands for vibrancy and fun. VIVI’s design system, featuring bold, free artistic brushstrokes on canvas, reflects a spirit of freedom and fun. We took a free and artistic approach in the visual language, using bold and vibrant inks on canvas to create unique artistic impressions of the word VIVI. The logo captures the essence of leveryday luxury while the VIVI brushstroke simply captures the idea of self-expression and joy, inspiring you to live your best life, everyday.
The Results
Although it’s still early days since launching, the brand and products have exceeded expectations and have been well-received by the local Kenyan distributors and consumers.
Project Included
Brand Strategy | Identity Design | Packaging