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Working with Silverback on the Veganuary 2020 project was extremely productive and collaborative. I enjoyed working with the team throughout all stages, from initial concepts through to making each template work for our requirements. The creative has had amazing feedback internally – I’m looking forward to seeing how well it performs with our customers. #Troopwork

Katie Hobson
Marketing Manager, Own Brand Beauty & Beauty Services, Superdrug Plc
veganuary POS design superdrug

Discovery

Superdrug has over 1000 vegan-friendly and cruelty-free products, but it’s not well-known as a destination for the conscious consumer. For Veganuary 2020 they wanted to shout about their ethical products in a way that was on brand, and didn’t alienate their core customers.

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Exploration

With energy and purpose, we got straight to work, designing a standout visual identity for Superdrug’s #Veganuary activity. We adapted this for both online and in-store – the latter included a brand animation for store screens.

To make the process as smooth as possible, we created a concise set of guidelines and templates for their in-house studio to roll out across all 800 stores.

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Creation

We created a striking design that stood out in both its in-store environment and online amid all the noise. It struck the right balance between playfulness and worthiness, to capture the hearts of conscious consumers as well as the core Superdrug customer.

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