identity / digital / packaging / campaign / illustration / strategy

Niulife

In a world where oil ain't oil, Niulife needed to seriously stand out from crowd.

Within a month of rebranding, retailers who had removed Niulife from their shelves were re-stocking the entire Niulife Packaging range, the brand earned more than 550,000 impressions via influencer marketing partnerships plus Niulife experienced their strongest sales period with continued month-on-month growth.

Since 1994, Niulife, a small Australian social enterprise has been on the ground in the Solomon Islands changing thousands of lives. From the very beginning,  Niulife has given 100% of the profits from the sale of all their products back to the villages that make their coconut oil so the communities can enjoy a brand new life. The problem is, up until now, nobody knew any of this. Niulife were just another jar of coconut oil competing on the shelf
 
In 2016, Niulife approached Saltree to develop an integrated Brand Communications Strategy, Channel Plan, and Direct Response Marketing Campaign to reposition the brand and revitalize dwindling sales.
 
As the original pioneers of Australia's virgin coconut oil industry, their existing website and marketing collateral was far too complex and convoluted. Their message wasn't resonating and conveying Niulife's powerful brand story. In the extremely competitive and fast growing coconut oil market,  Niulife needed a simple, strategic Brand Narrative, packaging system, and thought-provoking campaign idea to seriously stand out from the crowd.
 
Kickstarting with a series of facilitated workshops, in-depth competitor analysis, and consumer deep-dive, Saltree distilled Niulife's complex, multi-facet proposition into the story that "This is the oil that changes lives".

This simple message was brought to life across every single touchpoint with a visual identity that reflected their brand positioning. From the photography, direct response eDMs and video content campaign to the packaging design, trade marketing toolkit, social media, website, and influencer outreach packs, Niulife's bespoke customer journey creates influential brand ambassadors who share the story for us.

Within a month of relaunching, retailers who had removed Niulife from their shelves were restocking the entire range, the brand earned more than 550,000 impressions via influencer partnerships plus Niulife experienced their strongest sales period with continued month-on-month growth.


Work completed.

Brand Strategy. Identity Design, Packaging Design, Tone of Voice Strategy, Art Direction, Campaign Design, Website Design. Influencer Marketing, Digital Display Advertising, Social Media Marketing & Management, Marketing Strategy & Copywriting.

See it niulife.com.au

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