A toast to design effectiveness and brand longevity11/07/22
The Design Business Association’s annual Design Effectiveness Awards rigorously measures the impact of design on transforming businesses, improving societies, and enhancing people’s lives.
A true showcase of the power of design, the awards demonstrate return on investment and the effect that design can have on business objectives. This year we are celebrating two wins. Raw Halo – a benchmark in sustainable chocolate - and a start-up success story demonstrating how sustainable design can make less mean more. And Little Bellies – a rebrand that has created an Australian brand phenomenon in the baby food space.
Building longevity from scratch
We are also taking a look back, toasting our previous ten design effectiveness award wins, six of which are for brands created from scratch. Considering where these brands are today, we can see that their design created not only quick wins, but real longevity.
Here are a few of them...
A brand created to pioneer a new premium and natural gum segment, Peppersmith brought innovation and excitement to a stagnating, unsustainable category. Achieving 900% growth over year two, today Peppersmith is one of the leading gum and mint brands in the UK.
Three years after we created BEAR, the fruit snacking brands projected sales were at £11m. Stockists had grown from around 500 to more than 10,000. The brand was changing the way kids snack, the way supermarkets sell, and the way consumers buy. Following its famous acquisition by Lotus Bakeries (for £70m), BEAR now operates internationally, across different categories and remains truly loved by kids and adults alike.
Five years into its brand journey, Kabuto Noodles, (which we created in 2011), had become an £11m brand. Year one sales targets were smashed by 86%, year five retail sales stood at 24 times that of year one. Today, after 12 years in the market, Kabuto has launched a kids range, meal-kits, sells internationally, and remains one of the UK's most loved instant noodle brands.
Pip & Nut had been in the market for three years when we entered it as a DEA award. Since our creation of the brand, Pip & Nut was on target for year four sales of £10m. Today, Pip & Nut has transformed the nut butter category. The brand continues to innovate with the launch of new flavours and nut butter cups. A lifestyle brand with a loyal following, Pip & Nut has brought incremental growth to the category.
Our brand creation for healthy, smart vending machine Mother demonstrates how a design-led approach enabled Mother to revolutionise the reputation of the vending industry, attracting incremental customers to the category like Apple and Amazon. Within five years from launch, Mother placed 83 machines (22% up on target), smashed the UK’s average weekly vending machine sales by 239% and became a certified vending partner of the three biggest UK caterers, despite being unproven. Today, Mother continues to build their community of smart vending partners across the UK.
In just three years from when our brand creation launched, Kit & Kin has become one of the fastest growing baby brands on the market. Successfully transitioning from DTC to retail, Kit & Kin is bringing its sustainable nappies and baby products to 31 countries worldwide. Sales are currently outpacing category growth by over 250% and Kit & Kin’s success has enabled it to purchase and protect 806 acres of endangered rainforest.
These brands have adapted through tumultuous times, moved in fresh directions in line with consumers’ desires, and created long term brand love.
Success is of course a result of multiple factors, from entrepreneurial leaders and cultural shifts to collaboration. But strategic design is key to creating lasting success and connection.