SuperSafe™

SuperSafe™ is owned by The Vital Group, with whom Phoenix Wharf has worked since 2018. Vital Group came to us to discuss the re-working of SuperSafe™, which included new products responding to the Coronavirus crisis. The output of workshops defined strategy that included the new brand promise, USP, tone of voice, product and ingredient stories and a clear brand and product architecture. The new SuperSafe™ ‘PRO’ hero range slogan is ‘Don’t just be safe. Be SuperSafe™’ and health is very much the main brand focus, especially in circumstances where health and safety are at risk.

SuperSafe™ products have been used for many years already, for example, by police forces, prisons and NHS hospitals throughout the UK and internationally. The tone of voice for the new overarching brand was defined as being serious and scientific, whilst also being friendly and personal, with a look and feel that was confident and which, above all, invoked trust, with all statements and claims backed by science.

The new SuperSafe™ range uses a black and white primary colourway with a highlight colour for each of the five sub-brands, using a brand identity system inspired by the periodic table. Each sub-category uses a grid structure for the packaging design to denote the sector it will be used in. The design is equally applicable to professional or consumer audiences.