Having decided to invest a year’s profits redesigning and repositioning the brand, Challs began its design work
‘I’d worked with design in one capacity or another through most of my career, as a brand manager etc,’ says Burchell, ‘but, I guess I’d always viewed design as something that you add on if you like – the graphics of the products, simple presentation. My experience was that it was a useful tool to have, but I didn’t think it was as significant then as I now believe it to be.’
He adds: ‘What’s happened is that design influenced not only the graphics and packaging of the products, but also the strategy. It also influenced how we presented those products in the market and also, I guess, how we as a company viewed ourselves.’
Burchell believes that using design effectively also influences how the products are viewed by buyers and by consumers. 
‘What we realise now is how important design can be to make a difference in how we present to the market as a whole. Before we used to be reactive – if we had a product we liked and thought there was an opportunity, then we would push it out. But now we’re much more considered in terms of launch and the development of new products because the market we’re looking to grow into needs very well thought out, very well designed products and presentations.’
We’re still the same company that we were, it’s just that now we use design as a major added dimension to what we do.
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Using design to win
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