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Restyling Case Study

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Restyling can be used both within the frame of the work to re-brand trademark, and as a separate measure aimed to modify design in order to make it more natural and understandable for specific audience.

Clorox
One of example of such work can be seen in restyling of design concept for trademarks of Clorox company, Tilex and 409 brands for the Russian market.
Clorox is a well-known American manufacturer of household chemical products, and it is undisputed leader at its domestic market: its products can be found in 4 of 5 American houses. Annual turnover exceeds $45 bln. Clorox sells its products in more than 100 countries worldwide.
Despite its popularity, the company faced problem of low sales, when it entered the Russian market. It occurred, …show more content…

The Company created new design of box, with saturated colors, signs and inscriptions, which were parts of general concept and also testifying of usefulness and safety of the product. Product zone was made appetizing to maximum, and an interesting action zone was created for children audience.
Within the frame of restyling work very tempting and functional concept of packaging was created being close and understandable for Russian consumers, but keeping at the same time transnational design traits. (Attachment 11)

It is normal in many countries to display on the packaging for what or for whom the product is intended. But when Gerber first began to sell baby food in Africa, they used the same packaging as in the US — a picture of nice-looking baby. But some time after, when the company experienced low sales, it decided to study the situation and discovered that in Africa, due to high level of illiteracy, it was customary to display ingredients of the product on packaging.

Starbucks
The company held survey in one of universities to measure the price that visitors are prepared to pay for

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