From the initial insight of the product line and targeted consumers, it was clear that our client needed to reposition their existing business to cater to a new, high end market segment. They were looking to reposition themselves as a lifestyle brand. We brand the business along the lines of their core product values and proposed benefits. Wildrose symbolizes strength, resistance and comfort which were the main attributes they wanted their customers should see in their safety brands. We work on their brand elements providing a strong connection between the brand's core functions and key attributes to create value for the end users.