OSIM, a healthy lifestyle products company, had a big ambition. Despite being a pioneer of their category and the No 1. seller of massage products in Asia, they wanted to take the OSIM brand to the next level and once again separate from the pack, highlighting that they offered more than massage products.OSIM’s identity, tagline, packaging, advertising, collateral, retail environment and POS would all be updated to increase relevance, and create a stronger, deeper relationship with customers.

Our new strategy sets the direction for the OSIM brand moving forward. A human element was added to the identity reflecting OSIM’s customer-centricity, and the typography and colour system conveys a warmer tone. The visual creates cleaner, simpler and more focused communications.A new store entry space was created that encompasses a trial area. Four new product zones help customers navigate the store and build understanding of OSIM’s product breadth. Their benefit orientated names helps position the brand as being responsive to customer needs.

The identity change has provided a platform for OSIM to talk to stakeholders internally and externally about their refined focus as a brand.

OSIM sales staff now have a clearer understanding of how to create a memorable OSIM branded experience for their customers.The revitalised brand concept, supported by a retrained sales teams and an improved product mix, helped provide absolute sales increase per sq ft by 35%, 47% and 100% within the first three months across the first three stores launched. The new identity, retail design and customer experience will be launched across all OSIM outlets.