One Brand To Bind Them All…One Guy To Find Them
No sterile white labs and soulless products for this brand. Erik Sprunk-Jansen needed a different approach to make his herbal medicines stand out from the clinical arrogance of the pharmaceutical sector and the frumpy, unsexy alternative remedy scene.
Erik’s proposition was simple: try it, maybe it’s for you. Not prescriptive or pushy but personal and inviting.
As head of a major Danish pharmaceutical company Erik stumbled across people, scattered around the world, experimenting in herbal medicine. They all had one thing in common: their failure to get their product to a bigger audience. Erik’s career took a new direction. His expeditions in search of rediscovered remedies took him from a greenhouse in a Palestinian desert, where ancient recipes from old Arabic scrolls were being recreated, to a secluded spot in Normandy, where the mating waters of a special oyster were being used to create nose drops. There was nowhere he wasn’t prepared to go to add to his collection of nature’s secrets and ancient wisdom.
Erik’s idea was to create an umbrella brand under which to market these products. He planned to call it Clever-ceutical.
Creating a whole new brand of remedy
Not Pharma…Not alternative: we decided to position the brand as complimenting rather than competing with conventional medicine. Inspired by the way Celestial Seasonings handled their packaging we developed a narrative look and feel that captured Sprunk Jansen’s spirit of discovery.
Clever-ceutical raised far too many associations of “big pharma” so we went for Erik's surname. The herbal medicine brand Sprunk-Jansen was born.
S O L U T I O N
Sprunk Jansen products needed to call out from behind the counter. We came up with an iconic shape that hinted at the natural origin of the product. The heritage of the products and the twists and turns of Erik’s journey are reflected within the butterfly.
On-Line Selling
Providing other online resellers with the tools and information to keep their Sprunk-Jansen stock and stories up to date made much more sense (and revenue) than trying to sell from one Sprunk-Jansen online store. We chose a digital shop-in-shop concept. This collaborative approach fit perfectly with Sprunk-Jansen’s “complimentary” positioning.
On-Line Sharing
The Sprunk-Jansen homesite was used primarily to inform and inspire people with herbal medicine. We created detailed illustrations linking the effects of each ingredient to the specific parts of the body.
R E S U L T S
Thanks to the visual appeal of the designs, the introduction of the brand into stores was a huge success. It bagged lots of free window-space on the busiest streets in Copenhagen and in Lithuania it became a cult brand for beauty models.
Within just one year, recognition among pharma-shoppers had reached 87%.
The website became a much consulted source for competitors wanting to break in the herbal market.
Imitation - the highest form of flattery……
The brand turned out to be so sexy it was also plagiarized by a Lithuanian linen manufacturer.
…….adoption is the sincerest
And the brandmanager of Eneco has made wallpaper out of it for her bedroom, a bigger compliment we can’t imagine : )