Vida Colour Strategy - Canadian Tire
Vida by Paderno (Vida) is a kitchen brand created in 2020 to cater to the mid price point, “better level” customer. When Vida was initially introduced, there was a hesitancy to deviate far from black and stainless steel product. By 2022 it was clear the assortment was missing the lively feeling and nod to trend design that had always been the intention of the brand. At this time it was also identified that capturing the younger demographic would be a $200M opportunity for Vida. The goal of this 3 month project was to fulfill the original aim of the Vida brand identity while also capturing a younger & style-driven customer by creating a colour palette and implementation strategy.
How do we attract a younger & trend focused customer through colour, and how do we strategically select and apply colour to our product assortment?
Process
Brand - Pillars
To ensure all decisions would align with the Vida Brand, all decisions were based around the brand pillars listed below:
Trusted Performance
Simple Yet Smart Design
Style That Fits
Brand - Our Customer
Understanding the persona of the Vida customer was central to the palette and look of the assortment. Customer’s values, purpose, motivations, likes & dislikes were all explored in a brainstorming exercise. Overall the Vida customer was identified as having a range of cooking skills, who loves cooking in how it provides an opportunity to gather, learn, and be joyful.
Trend Research
Quantitative Sales Data
Sales data was gathered on popular colourful product in the market over time to identify popular colourways. This data was used to identify trends within the product category, and understand which colours were timeless.
Shelf Scan
Canadian Tire sells many kitchen brands that surround the Vida assortment in stores. An analysis was done of other brands sold by the corporation to ensure that Vida’s palette would be distinguishable and stand out on shelves.
Final Vida Colour Story
The final Vida by Paderno colour palette has been created to further the brand identity of Vida and increase our connection with our target demographic. Vida customers are playful and bright, and through colour we have been able to reflect this identity through the Vida assortment. The colour forward design of product has been proven to resonate with the younger demographic, and has been presented to store owners as the brand that will bring a new generation of customers to Canadian Tire.
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Vida Core Palette
The Core palette is an evergreen palette of timeless colours. These are classic colours within the kitchen space that anchor the palette’s association with the Vida brand. These colours will not be altered over time.
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Vida Secondary Palette
The Secondary palette is a collection of trend influenced colours that add a sense of liveliness to the Vida brand. These colours will be monitored and replaced over time to ensure the palette continues to appear modern and fresh.
Application Strategy
The “Core” Vida palette is intended to be applied to a majority of the assortment. Core colours are for larger programs that are projected to stay in the assortment for many years. The “Secondary” Vida palette is intended to be used as impactful pops of colour in the assortment. Secondary colours are for smaller volume product, or products that will be refreshed every 2 years or under.
Colour in Manufacturing
During development, factories must be instructed to share swatches of colours being used in the design for each material. These swatches are managed through multiple iterations until an acceptable match is made. Designers must keep a library for reference of approved swatches and ensure that colours are maintained in production.
Implementation:
In 2022, Vida was building a strong assortment of product, however was not yet successfully portraying itself as an impactful brand. After implementing the new palette and colour strategy, we were able to transform the assortment into a stronger, friendlier, full of life brand that will stand out on shelves & has been proven to resonate strongly with the younger demographic.