Brand Management
Effekt Manufaktur is a young FBA Amazon business with a clear mission to provide you, the customer, with the best possible effect while you can keep going with your sportive activities. This is expressed not only in excellent product quality, but also in honest and solution-oriented service. Effekt Manufaktur was acquired by the startup Razor Group in 2019 with the goal of further developing, optimizing, and scaling the brand, transforming it into a truly global brand.
Reposition Kinesio tapes as a modern, evidence-based, and lifestyle-friendly recovery solution, that appeals to both professional athletes and health-conscious individuals, enhancing brand credibility, market differentiation, and consumer trust.
“Pain Relief" a new rebranding shall reflect Brand Values and create Trust for Long-term usage reorders, referrals, and word-of-mouth” (increased lifetime value).
"Our brand is currently seen as a clinical, niche tool for injury recovery, but we want to be known as an empowering, lifestyle-driven brand that supports everyday movement and performance — so we can better connect with active individuals who seek both recovery and prevention."
Focusing on a goal directed persona cuts straight to the nitty-gritty. “It focusses on: What does my typical user want to do with my product?”. The objective of a goal-directed persona is to examine the process and workflow that your user would prefer to utilize to achieve their goals in interacting with your product or service: self recovery.
01 - Personas
Each target group has different pain points and needs. For better CRO we look at customer segmentation, through Tailor-made content and campaigns, which will lead to higher conversions.
02 - Value Proposition:
Kinesio tapes for self application, muscle support, pain relief, easy to use offered in stripes and rolls and different colour variations
03 - Fokus: on sport active Persona, in different lifestyle enverionments. Presenting Kinesio Tapes with strong photografic Visual context
"Our brand is currently seen as a clinical, niche tool for injury recovery, but we want to be known as an empowering, lifestyle-driven brand that supports everyday movement and performance — so we can better connect with active individuals who seek both recovery and prevention."
We want to test our assumptions, transforming the visual messaging from cheep looking kinesio tapes into a sportive lifes style brand.
Design elements: are placed in a way that corresponds to human perception, such as the use of badges or icon info grafic elements (based on Gestalt Law).
Complexity is reduced: and options are simplified to enable quick decisions, such as the categorization of product items, colours or product cuts.
The refreshed visual identity: including logo, packaging, and color scheme, significantly improved brand appeal and increased brand recall among both new and existing customers.
[+] That project was a total win in development and execution. We set clear milestones, defined the design on iterations and went live with the full provided set of grafic deliverables.
1. Enhanced Brand Recognition:
The refreshed visual identity, including logo, packaging, and color scheme, significantly improved shelf appeal and increased brand recall among both new and existing customers.
2. Clearer Market Positioning:
The rebrand helped differentiate the product from generic tape options by emphasizing its therapeutic, science-backed benefits and alignment with professional sports and physiotherapy.
3. Broadened Target Audience:
Messaging shifted to include not only athletes but also everyday users with joint pain or muscular fatigue, expanding the customer base.
4. Improved Product Trust and Credibility:
The updated branding highlighted endorsements by medical professionals and athletes, leading to increased consumer trust and perceived value.
5. Consistent Omni-Channel Experience:
Unified visual and messaging updates across packaging, website, social media, and point-of-sale displays provided a more consistent and professional brand experience.
6. Sales Growth and Market Share Increase:
Post-rebranding, the brand saw a measurable lift in sales and gained competitive share in the sports therapy and wellness market.
7. Stronger Emotional Connection with Consumers:
The rebrand emphasized movement, empowerment, and recovery, resonating more deeply with users’ personal health and fitness goals.