Despite high quality and innovation, Sara Lee's Bama (Tana in the USA) was undermined by weak brand image and packaging. Languishing in a lacklustre and rather unloved sector, it needed a brand identity and positioning to lift it out of the doldrums and allow it to shine. With its extensive ranges of specialised products, clear differentiation and segmentation was essential.
'Passionate About Shoes' was the big brand idea that defined Bama's new identity and positioning. We designed a contemporary, stylish and emotional visual language, reminiscent of the more glamorous, pampering worlds of cosmetics and haircare, to adapt to any colour or format. Simple colour coding guides consumers through the full range of insoles and shoecare products and allows for future range extensions. Packaging and merchandising brand guidelines mean that Bama's new identity and personality are conveyed clearly and consistently in every environment.