Amuse

Strategy / Branding / Products / Touchpoints / Activation

Preparing a salad? Bringing lunch? Freezing leftovers? Admit it, storage boxes and sets are all too often lifesavers. Within the highly competitive food preservation market we have been supporting Amuse in their growth towards a lifestyle consumer brand.

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Growth Loop

The opportunity

While meeting Amuse at a dinner table in 2016, they admitted being stuck, feeling overwhelmed by cheap concurrence and copy cats from China. The company realized they were working in a price dependent market and they needed vision and new opportunities to stay relevant.

The approach

In order for Amuse to become the most relevant player, Equals Three researched Amuse’s in-house skills. Turned out Amuse had indispensable experience in drawing molds, as well as excellent material knowledge and the best in-house person for color mixing. Our team complemented this with an innovation roadmap, trend research, product development, art direction and fingerlicking photography skills.

The result

The outcome of Amuse’s Growth Loop is a whole new coherent brand identity with new colors, images and a new lifestyle feel. Its trendy look made it possible to lift up the brand to a higher product range. And because Equals Three was able to design more premium plastics, yet lower Amuse’s production cost, this led to less concurrence and higher margins. By making Amuse more relevant than ever, they are still pioneering today.

A product for every taste

Amuse is dedicated to creating lifestyle products that simplify your daily routine, not add complexity. During their Growth Loop research phase, we studied trends in food and materials as well as people's habits when eating on-the-go. This resulted in a selection of quality food storage solutions, designed with both function and style in mind. From bright bowls to modern water bottles, their newly released product line has something for every taste.

Lunchboxes with a twist

Back in 1960, Amuse invented the first ever lunchbox. Three decades later, they established themselves as a pioneer in IML. IML stands for In-Mold-Labeling, or as we like to call it: a blank canvas to unleash our illustration skills. We developed several illustrations for Amuse’s Back To School collection, adding a playful twist to their traditional lunchbox.

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Tasty and inspiring touchpoints

Amuse’s new photography is fresh and contemporary and highlights their products’ iconic design and trendy, vibrant colors. Our next step was to develop multiple online and offline touchpoints, making the whole brand appear to be tasty and inspiring.

"Equals Three listens carefully to each briefing, dares to challenge us with well-founded arguments, and delivers results that are usually better than what we had in mind. Our collaboration has undoubtedly been foundational to the growth of our brands for the past seven years."

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