Raising a good, different brand from the shadows.

When Freckle were introduced to the international supply chain management company, Tempo, through a previous client, we were honoured. Not only had a client trusted us with their brand, they felt confident enough in Freckle’s brand values, to champion us to their colleagues and friends. This level of trust is gold dust for a marketer. In fact, research from a 2012 Neilson survey tells us that 92% of consumers say that word-of-mouth recommendations are their leading reason to buy a particular product or service[1]. When Tempo asked us to help revitalise their ‘Stirling’ brand, our first question was: Who is Stirling?

The Challenge

If you’re an ALDI shopper, Wednesdays and Saturdays are special. Special Buys™️, that is. Their non-traditional sales model creates a sense of urgency by making high-demand products available for short periods. And once they’re sold out, that’s it. You’re outta luck. Till the next ‘Special Buy’.

Stirling is a range of small appliances, and white goods, ranging from Espresso Machines to French Door fridges. It hides beneath the ALDI juggernaut and features frequently in its Special Buys line up. Competing with trusted brands like DeLongi, Smeg, Bosch or Meile, how does Stirling convince consumers that they are worth the switch? Freckle set out to uncover the true value that Stirling offered its customers.

Our Approach / Solution

Tempo’s brief was to revitalise the Stirling brand mark, and update the overall look and feel of it’s packaging. Beyond that, we wanted to gain a deeper understanding of the Stirling customer. Market analysis was undertaken to uncover the buying behaviours and drivers of Stirling customers. A full day workshop with key stakeholders from both Tempo and ALDI was hosted in our Sydney office, run by our brand strategist, Sarah Birken. One of the key outcomes was to identify the ALDI (and by association, Stirling) customer as smart, savvy and thrifty. The new brand had to resonate with these traits. It had to reflect the quality of the product, the values of its makers, and represent high specification at an accessible price. Further insights gathered during the workshop would eventually be used far beyond the scope of this project.

The new logo tips its hat to its predecesor, but has evolved into more confident, self-assured word forms and shapes. The “slices” from the original logomark are remolded, creating a more obvious ‘S’, while the negative space hides a more dynamic ‘S’ shape - representing the hidden value in the “unassuming quality” of Stirling products. Now with a more dynamic and recognisable symbol, the Stirling brandmark can be used independently. It is now a bold feature on the packaging, with customers able to easily identify Stirling products on the shelf. Font choices are understated, the primary midnight blue is modern but reassuringly calm and grounding, and brand consistency builds trust and recognition. Stirling doesn’t need to shout – its quality speaks for itself.

Campaign Elements:

The Result

The brand now ‘looks’ more premium, but their price point remains the same, so the perception of Stirling as a quality brand for a reasonable price is accenturated. Now the smart, savvy and thrifty buyers can feel even more confident in their Stirling purchase.

The project laid the groundwork for other ALDI brands to follow. The focused market research and collaborative client/agency discussions were some of the first highly customer-focused work undergone by ALDI and Tempo as a team.

The brand workshop insights have influenced far more than just the logo and packaging redesign. Learnings now form the basis for review and testing procedures undertaken regularly by ALDI and Tempo. Product teams are engaging on social media platforms, creating a more productive dialogue between the brand and consumers.

Together with Tempo & ALDI, Freckle helped establish the story of a strong, trusted, consumer-centric brand. And now that they know the story, maybe they’ll tell friends and colleagues to look out for the next Special Buy featuring a STIRLING product. And we know how well that works out!

References:

1. Reports and Insights | Global Trust in Advertising and Brand Messages | Nielsen. (2012). Retrieved 29 May 2022, from https://www.nielsen.com/us/en/insights/report/2012/global-trust-in-advertising-and-brand-messages-2/