Client website: theclickcap.com
We created the brand strategy for our premium client, The Click Cap, inventors of a revolutionary resealable can cap.
The Challenge:
In a world where we are all trying to be more sustainable, the click cap is a revolutionary idea. By developing a resealable can cap, it has ensured consumers can enjoy all the convenience of a bottle with a fraction of the plastic usage. After winning design prizes and developing a proof-of-concept, the click cap was ready to go to market and wanted brand strategy consulting from Contese to communicate its message effectively.
The Proposal:
Innovative, exciting and sustainable, the click cap had a lot of going for it as a brand. Once we experienced the can ends for ourselves, we believed in its ability to change the world, one can at a time.
However, the click cap needed to pull together all the threads of its messaging and sell its concept to a varied target audience. It wanted to speak to can producers, drinks brands and consumers. Each target audience had different needs, but they're needed to be a consistent tone across the brand and the click cap wanted to build excitement about its solution.
We knew that the key selling point of the click cap lay in its simplicity to use. It easily works with current line equipment for can manufacturers, it is easy to transport and intuitive for consumers to use. With the right messaging, we knew target audiences would be asking ‘why aren’t I using this yet?’ rather than ‘why should I be using this?’. That’s where the click cap could make a real difference.
The Result:
Having created the brand pillars, mission and vision statement for the click cap, we went on to create an optimistic and dynamic tone of voice for the brand. Demonstrating the importance of branding in marketing, once we had the brand strategy set, we then continued to collaborate with the click cap to create impactful website content.