SuperSafe™

Periodic table inspired product architecture, branding and packaging.

SuperSafe™ is owned by The Vital Group, with whom Phoenix Wharf has worked since 2018. Vital Group came to Phoenix Wharf 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.