Surface protection goes deeper than you thought.
Scratchgard, the pioneer of the device surface protection industry, enjoyed a wide market share thanks to its strong trade network. But not for long. Competition, in the form of duplicates and copycats, were soon scratching at the door, and market share plateaued. To make a mark again, Scratchgard needed to excite the market, starting with their trade partners. But in this immensely low-involvement category, the regular wouldn’t work. Something bold, something disruptive was needed. Something to grab the attention of the customer.
BRAND DESIGN : Visual Language
Love will always find a way.
The challenge with Scratchgard was realising there is no specific customer to talk to. Everybody has a phone/device today. The difference lies in the personality of the user. Despite this difference, there is a common thread that binds us all. Love. We are all in a deep relationship with our devices. Illustrations of real-life characters in love with their device were used to create the new visual language for Scratchgard. We played with the existing brand colours, subtly integrating the heart into each personality. Adaptable, playful and engaging, there’s something for everyone in the new look.
The geek : The socialite : The selfie queen : The political activist : The cool dude : The next door auntie : The retired colonel : Real, everyday people who love their phones
Love : At first glance
My personality : My company : Involved
Personalised : Dealer notepads : Part of the brand
Cool : Hot
Stylish : Collectible : Coasters
Love on the move
CAMPAIGN : Made for Love
We’re all in love or want to be loved or have a lot of love to share. This is a universal truth, and has various expressions. The people at Scratchgard are immensely passionate about what they do. Why not begin the Made for Love campaign with them, get them excited, and gradually move out to the market? From posters in the Scratchgard office, to communication aimed only at traders, to a full-fledged brand campaign for the end user, the Made for Love campaign touched the hearts of everybody involved.
The campaign reached the brand partners with signature chocolate boxes. These boxes carried a personalised note, thanking them for their association with the brand and telling them of the sweet future that awaits them.
Teaser posters : Scratchgard office : Curiosity : Participation
Point of Sale : Posters : Show your love
Outdoor : Banners : Love for everyone
Stuff It Magazine : Love your gadgets
PACKAGING RANGE : Made from Scratch
Scratchgard's products were widely scattered and it was tough to unify them onto a common platform. The illustrations of real-life characters helped create one visual language, within which distinct identities for various products were created. These characters help break the monotony of the packaging category, and also take care of the issue of duplication by competitors.
Protect : Laptops : Tablets : Cameras : Phones
Premium screen protectors : 5 variants : Functional features
Ultra-premium screen protectors : Specialised utility
Cases : Mobiles : Tablets
E-COMMERCE
The love that people have for their digital devices can be enriched on the digital platform. Customers are invited to love and protect their device. In just a few clicks they can chose their product, pay for it and be on their way out, giving them more time with their loved device.
Home > Select a category > Find your device > Pick a product > Buy it
Scratchgard loves every device, and so does their website.