BOS won a pitch to become Mira’s packaging brand design consultancy in November 2009. The new packaging aims to create a ‘powerful and premium feel’, which differentiates the brand from other shower ranges.
The packs feature clear information for installation engineers, and use ‘hero’ product images to demonstrate the brand values of ‘high style, technology and performance’, according to BOS. The Mira showers logo appears at the top of each pack face to reinforce the brand.
Guy Douglass, BOS managing director and co-owner, says, ‘Mira presented us with an interesting challenge because they had recognised a problem of similarity in the shower segment, particularly in consumer-facing direct purchase situations.
‘It was getting to the stage where it was virtually impossible for the customer to clearly differentiate between many offerings of own brand and independent brands on shelf.’
Roger Crabb, marketing manager at Mira Showers, says, ‘We wanted to create a confident, bold, and consistent brand identity with strong values presented on our packaging.’
The new packaging launches this week.