Prosepra Massage Products (Renamed Prospera) – Massage Chairs, Handheld and Foot Massagers – were originally made and sold only in China. The owner wanted to market her products in the U.S. against competitors like Conair, Homedics, Panasonic, and for the chairs, Human Touch. She turned to the Hayden Group for a branding that would work for U.S. audiences.
Prosepra’s marketing materials appealed very specifically to Chinese customers. In order to penetrate the U.S. market Prosepra had to have a distinctly American identity. In addition Prospera materials had been designed by many people, so were not cohesive. Every product package had a different look and theme, making it difficult to sell the product line to major retail stores. Customers could not recognize the quality products they made. And the Prosepra name was difficult for customers to spell and remember.
The Hayden Group designed a full brand image and message for Prosepra with the inclusive theme “Massage Products for Active People,” and built a suite of marketing materials around that. All pieces featured a photo band of “active people,” of all types and ages. The tagline “Can you feel it” was designed to make customers imagine the relief that massage would bring to aching muscles. The logo was specifically designed so that people would read and pronounce the name properly. We designed sales sheets, presentations to retailers, a full e-commerce website, and a packaging system that would be attractive and inviting on retailers’ shelves – clean and uncluttered with bright White backgrounds and blocks of Green and Aqua. There are currently 12 products available with the new packaging.
Prosepra’s owner credited the new brand with getting her in front of the major retailers. The brand has been gaining traction and products are now available in a number of brick and mortar stores as well as online outlets. In 2011, the company changed its name to Prospera Corporation to make it easier for customers to remember them and to convey the benefits of a lifestyle that includes massage. http://www.prosperacorp.com/
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