Increase of marked shares and sales performance

In 2010 Jordan launched two brand new products with new crisp and bubbly GMTN-design. All launched products skyrocketed their sales and marked shares in a highly competitive marked. How, you ask? Now let us tell you all about it..

As market leader on the Scandinavian dental care market, Jordan, the Norwegian super-brand, has to stay on top of their game – in terms of their products, visual identity, communication and strategy.

As Jordan´s lead design agency since 2008, GMTN works continuously on how to improve Jordan´s point of sale by making their products stand out, be appealing and communicate in retail. This includes developing products, creating visual identities, communication and package design; visual elements which collectively makes the Jordan-brand appealing, modern and top-of-mind with the consumers.

The evolution
The former Jordan design language was based on a clinical look and simplicity in the shapes and colors. But as the competitors have increased the number of colors and effects, the need to create a louder and more commercial – but still high end design – has increased.

The product is the star!
Jordan is all about the product! This means an increased focus on going from a low-key and subtle visual language to foregrounding the overall identity about the Jordan-products and creating a space where they perform their best and truly shine! This also means creating a flexible hierarchy of communication in order to make it easy and comprehensible for the consumer to decode the product name and USP´s.

Creating visual depth
The core identity element of Jordan is the circles.. We wanted to build upon the existing design and take even more ownership of the circles as well as adding more appeal and emotion to the design/packaging. Show it – don´t just tell it. And one of the key words when creating this design was to give the design more depth and dimension.

Dots
Jordan must own circles and be creative in the way they are utilized. This is why we introduce the wallpaper-dots. You won´t always notice that the wallpaper consists of flexible dots – silently speaking to the sub conscience – and thereby less noisy and making more room for the DNA-elements, the products and the communication.
The dots are related to the product, meaning that this element is flexible and can be used to underline the USP of the product. So, on floss and brushes for example, the pattern is angled and gives a dynamic look that signals technical elements; or on mouth-rinse, the dots can be seen as water drops to emphasise the fresh-effect.

Interlocking Circles
The glow, the shine and the water bubble-effect all contribute to enhance the DNA and modernizes the overall look & feel of Jordan. It makes the circles and the identity stand out, gives depth freshness and a high degree of appeal.

Spotlight of white
White draws attention. White signalizes luxury and premium. However white has to be created so it stands out and shines compared to all the colors and effects. By creating circles of white – spotlights of white – the Jordan name + tagline, the interlocking circles and the product stand out and at the same time makes the white seem clean and simple.