Adidas Woman sports a new Set Square outfit

Cheltenham brand communication consultancy Set Square has redesigned the Adidas Woman Sport range of fragrances and toiletries, developing two new variants called Active and Fitness.

Following a series of focus groups across Europe, the newly created design has been produced for pan-European distribution. Unlike the original design, the new packaging includes the latest Adidas logo, developed by Adidas creative director Peter Moore.

Set Square senior account manager David Morris says: “Part of the reason for the redesign was that the packaging didn’t have the latest logo. The silhouette was huge and the most prominent part of the branding, but it’s been downsized with more emphasis on the Adidas logo.”

In order to combat cultural differences across Europe, Set Square employed a process based on semiotic and kinaesthetic communication triggers.

Set Square managing director Mike Rushby explains: “We were delighted with the results of the research and see it as further proof that the advanced segmentation techniques we use, when interpreted correctly, can truly deliver effective global brands.”