Client
DYLON International

Design Consultancy
Coley Porter Bell Limited
Vicky Bullen
020 7824 7750
vicky.bullen@cpb.co.uk
www.cpb.co.uk

The Challenge
DYLON was launched in 1946 and its dyes and fabric care products thrived in the ‘make do and mend’ environment of post-war Britain, but with affordable and almost disposable fashions and home furnishings now available, home dyeing has become a niche activity and DYLON sales had declined. In 2006 core dye sales were down against budget. DYLON had only a 3% share of the £172million (Euro 253million) fabric care market and retailers were planning to de-list certain fabric care products.

The Brief
DYLON commissioned Coley Porter Bell to create a new visual identity for the brand. It needed to reposition the brand so that it felt relevant to modern consumers and get them to notice the brand in store. The designs also had to clearly communicate the full extent of the brand offer and instill confidence that DYLON products work effectively. Overall objectives included increasing distribution across the portfolio, increasing brand penetration and usage frequency, winning shelf space and increasing listings, in addition to improving trade relations.

The Design
Coley Porter Bell recognised that colour should be at the heart of the brand proposition. The brand line ‘DYLON – Experts in Colour’ was introduced and both sides of the business were redefined, so that dyes were about ‘colour change’ and fabric care promoted as ‘colour care’. The new black brand colour is aspirational, breaks category conventions and provides a perfect backdrop for other colours. Bold imagery on packs brings colours and product benefits to life while subtly referencing a D shape, and the modern sans-serif logotype instils confidence.

The Results
The new identity has been rolling out since January 2007 and has given retailers the confidence to actually increase orders of products they were planning to de-list. For example, Tesco reversed its decision to de-list fi ve DYLON products and secured 7% annual sales. Importantly, it also asked for the identity (which was originally for dyes only) to be extended across the brand. Five grocery multiples increased the number of products they have listed, equating to the value of 24% incremental sales. DYLON has also been able to launch a new colour care detergent into the laundry detergent category.

Silver
Corporate / Brand Identity – Design and implementation costs under £100,000