Complete Identity development

Many products are purchased individually requiring the consumer to shop amongs multiple manufacturers to procure everything they need to solve a problem. The team at Church & Dwight saw an opportunity to combine multiple products from across their brand portfolio to help a consumer group solve a specific need: conceiving a child.

We worked with leaders from multiple brands including:

  • Vitafusion ™ vitamins
  • Pre-Seed ™ sperm-friendly lubricant
  • First Response ™ pregnancy testing kits
  • National Infertility Association’s RESOLVE program.

The group wanted to create a single brand experience that would represent the goals of all four organizations. They needed to create a complete brand including a brand name, domain name, logo, and visual identity for their new company. Given the number of groups involved, we used a combination of meetings, workshops, and online surveys to execute our 3Ps methodology.

The information and insights obtained from these meetings enabled the Zooka team to find a name, domain name, logo, and visual identity for the new hybrid entity.

Journey Box logo

The Zooka 3Ps™ Branding Process

Through a series of workshops and exercises, we work with stakeholders to explore your Pillars, Personality, and Promise.

Audience Analysis

We start with a workshop where we understand the needs and desires of your customer

Competitor Analysis

It is important to understand how your competitors position themselves – this ensures you can be unique and different

Pillars, Personality, & Promise (3Ps™)

The Core of our Methodology involves defining the brand values (pillars) and personality of your brand. This is more than that what and how of your company but WHY people should join your tribe. This culminates in a brand promise


Armed with a shared understanding of the 3Ps, we can proceed with the design

Journey Box logo

The Logo

Linear elements connect letters and create a path, or journey from one point in life to another. A subtle arrow helps guide you in the right direction. Lower case letters were used for the logotype to convey a sense of informality and reinforce the brand’s values of approachability. The client wanted to leave the doorway open to create other multi-brand/multi-product experiences or journeys, so the design purposefully does not incorporate elements associated with fertility.

Other Services

Zooka provides a complete set of integrated services to help brands drive awareness and sales. We combine strategy and creativity in a data-driven approach that generates amazing results.