A science-led insect-protection brand designed to bring clarity, credibility and choice to a saturated repellent category.
Launch a challenger brand that rewrites the rules of a highly saturated category defined by weak differentiation and generic communication.
The insect-protection category has long been built around familiar functional claims: stronger protection, longer duration and protection against specific insects. Most brands communicate in similar ways, leaving consumers with little meaningful distinction between products beyond basic format, scent or price.
A new entrant with the same claims would merely add clutter to an already crowded shelf. Nettrix needed a credible point of difference, one that could elevate the brand beyond category conventions and give consumers a better choice. The opportunity was to turn formula science, ingredient transparency and protection-level clarity into valuable consumer assets.
Built a science-led challenger brand.
Mildberry developed Nettrix as a complete brand system, including strategy, naming, positioning, product architecture, visual identity, packaging, industrial design, launch communication and go-to-market recommendations.
We identified an opportunity never used by competitors—technology aspect. The idea was formulated to introduce a new-generation repellent brand built on the principle of a scientific balance between effectiveness and safety. Customer value proposition: Developed in partnership with a European laboratory, Nettrix pairs proven active ingredients with carefully selected natural components and delivers enhanced protection with a subtle scent.
The name Nettrix was created as a technology-forward neologism. The element “net” evokes protection, while the full name suggests a precise, modern scientific approach. Mildberry developed an identity based on the visual language of laboratory cosmetics and pharmacy: clean graphics, technical typography and clear information hierarchy. The result gave Nettrix a new visual territory in the category—credible, contemporary and immediately recognisable.
Mildberry created a portfolio architecture that gives each product a defined role and makes choice intuitive. The proprietary IRPI—Insect Repellent Protection Index was introduced as a prominent on-pack navigation tool, translating protection strength into a visible and understandable system.
Mildberry developed a full launch communication framework, including media recommendations, messaging, key visuals and a brand slogan connecting the portfolio with the central idea of engineered freedom from insects. The agency also developed a new fumigator format, balancing product aesthetics, ergonomics and technical requirements.
From category clutter to a recognised innovation platform
Nettrix established a distinctive position in the CIS insect-protection category by making formula science and transparency visible at the point of choice. Rather than competing through another generic promise of stronger protection, the brand introduced a clearer and more credible system for navigating efficacy, safety and usage occasions.
The brand’s innovation was recognised with the International Innovative Product of the Year 2021 award in the New Generation of Repellents category. Nettrix has since expanded its consumer offer across multiple formats and achieved positive consumer feedback, demonstrating the commercial relevance of its science-led proposition.
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