06 Nov 2007


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Leahy Brand Design boosts Energizer's range of high tech batteries

Energizer

batteries

Source : Leahy Brand Design
London-based design consultancy, Leahy Brand Design, unveils the refreshed packaging to be rolled out across Europe for Energizer's range of high tech batteries: Energizer Ultimate and Ultimate Lithium.

Leahy Brand Design assisted Energizer with the Ultimate packaging re-design

The new-look packaging was designed with greater clarity in mind - to appeal to the more high tech consumer, in tune with the need for the right batteries to power today's gadgets and devices.

Ultimate Lithium batteries, perfect for all high-drain and high-tech devices, boasts a 15 year shelf life, 7x longer performance in digital cameras versus standard AA alkaline batteries and up to 5.5 hours longer lasting performance in MP3 players (AAA size).

Top of the agenda, therefore, was the need to create optimum impact to reflect these groundbreaking and dynamic properties.

To distinguish the Ultimate range from the standard alkaline range, it was felt that a more visually striking background was needed.

The use of vivid silver fonts printed onto foil packaging communicates a more premium look and feel to the brand.

The end result is clearer brand architecture with clear device icons displaying the unique benefits of the brand.

Boke Boddin, European brand manager commented: “The world of battery-operated gadgets is going digital.

“The use of high-drain and high-tech devices is on the increase, not just in Europe but worldwide. The importance of the right batteries to power these devices is vital.”

Tim Leahy, managing director, Leahy Brand Design, talks to Talking Retail about creating a European battery brand design:

“Because this category is so confusing, brands play a huge role and consumers really identify with key brands.

“Consumers need to be reassured that the battery going into their, often expensive, electronic device feels and looks good.

“With Energizer's Ultimate range we created a silver and blue design to communicate this was a high tech offering which justified a price premium. This also had the benefit of creating a real point of difference to other copper topped rivals.

“We had to communicate to consumers across Europe and so we helped to develop pan-European naming options which were tested in various different countries.

“We then employed the use of words, using a combination of icon imagery, colour and print technique to communicate this is a more powerful battery than the rest.”

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