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Visual worlds
In 2006, we completely overhauled the brand image in the print sector. We defined two new, and completely different, visual worlds: At a superordinate image level, our primary aim was the emotionalization of this really rather technical world. To add the "human touch" that we felt was missing, we used the testimonials of attractive female models: a different model for each application. So in future, the public is confronted by an eye-catching image of an attractive woman instead of just a simple product. However, in order to ensure that the products were not just side-lined, we incorporated a second visual world, which was implemented at product level. Here we worked with side-by-side motifs in order to document the before and after effect and the brilliant results achieved with BRITA filters.
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