We discovered that the primary advantage of wool is its unique breathability. Wool provides warmth in colder weather and cools the body when the temperature is warm; a quality no other fibre can match.
As a result, we recommended that the new quilt range be reimagined around a temperature-based model.
Our research also told us that MiniJumbuk customers become both brand advocates and customers for life. We developed a new brand message, ‘LOVE WOOL’, to support the quilt relaunch.
This simple yet powerful statement continues to communicate the passion of MiniJumbuk, and to build a strong ongoing emotional connection with the consumer.
We began by addressing the product portfolio architecture and extended the existing quilt range to five products. Each quilt in the new range would be named and colour themed, based on its position in the thermal spectrum.
Applying colour psychology, the lightest and coolest summer quilt is now represented by light blue and the warmest winter quilt is represented by burnt orange.
A simple naming structure clearly communicated the warmth rating of each quilt; Ultralight, Cool, Everyday, Warm and Thermal.
The range extension not only helped customers to identify the right product for their needs, it also had practical advantages for retailers. Each retailer could tailor their stock orders to suit Australia’s high temperature variation, which enabled a higher turnover of stock.
In the design process, we also considered the impact of the range within the store environment. We applied a brand blocking strategy; each package design was styled to work as part of a full suite on the shelf, extending the brand experience through to the point of sale.
The new quilt range was priced as a luxury product, with signature styling and high-end appeal. We carefully chose packaging design and materials to reflect craftsmanship and quality.
A flexible icon system that could quickly communicate all the advantages of wool bedding was applied. The higher price point was justified by the education pay-off for consumers, clearly demonstrating the differences from competitors.