Background

After a decade of business success, Kangaroo had expanded its product portfolio and modified its brand philosophy.

Objective

To accommodate these changes, Kangaroo needed a brand refresh.

Action and Result

We worked closely with Kangaroo to reevaluate their brand equity and positioning in the marketplace. Prior to exploring the creative work required to enhance their brand image, we also studied the changes in their organization relative to their new product lines, and crafted a Brand Relationship Structure for all the company’s sub-brands.

Kangaroo had maintained their Brand Identity System very well over the years since we had created it for them, so we had a good foundation to work from. Our goal was to retain the positive visual equity the company had earned, and yet let the marketplace know that Kangaroo was still pioneering, and with a reinvigorated spirit. Well known for producing the country’s most popular line of water purifiers, Kangaroo’s commitment to producing other products that support a healthy life was key to our update of the Brand Differentiation Strategy and the Media Systems that flowed from it.

We also advised Kangaroo on simplifying its product design philosophy, and conducted a workshop with key managers in the principles of Design Thinking. Among other product ideas, what came out of this training was a new line of Đông mềm refrigeration products that enable families to keep food fresh without daily trips to the market.