Adapting a US Brand for Success in the UK
The Challenge
Team Toyos, a successful US-based brand specialising in dry eye treatment products, sought to penetrate the UK market. The founder, already well-established with multiple surgeries in the US, was eager to expand sales across the Atlantic.
Entering a new market with a heavily US-driven brand comes with challenges, particularly in adapting the messaging and visuals to resonate with a British audience.
The Impact
Without the right approach, Team Toyos risked failing to connect with UK consumers who might see the brand as foreign or disconnected from their needs.
The dry eye treatment market was already saturated with familiar UK brands, making it difficult for an American product to stand out.
The challenge was to make the brand feel both relatable and trustworthy, while maintaining the credibility it had built in the US.
The Collaboration
We took on the challenge of localising the Team Toyos brand for the UK market. We didn’t want to completely overhaul the brand, but rather adapt it in a way that would feel familiar to UK consumers, allowing the brand to blend seamlessly into their buying decisions.
Our discovery phase focused on understanding how to make the brand feel “at home” in the UK while still keeping its core US identity intact.
Through a detailed exploration of colour palettes, typography, and photography styles, we created a visual identity that resonated with UK consumers struggling with dry eye issues. The key was to lead with the pain points of the condition, but package the brand in a way that felt recognisable and trustworthy.
Leading the world in Dry Eye & Aesthetics support.
The Solution
We executed a comprehensive strategy to adapt Team Toyos for the UK market:
Art Direction and Brand Development/span>
We refined the visual identity by softening some of the more aggressive US-driven design elements and introducing a more neutral, British-friendly aesthetic. The goal was to create a sense of familiarity, making the brand feel as though it had always been part of the UK market.
Website Design and Conversion Rate Optimisation (CRO)
We redesigned key elements of their website to improve user experience for UK visitors, ensuring that the messaging and navigation felt intuitive and localised.
Campaign and Paid Social
We ran targeted paid social campaigns that spoke directly to UK consumers’ pain points, focusing on relatable, everyday scenarios where dry eye treatment could improve their quality of life. The ads were designed to feel native to UK social channels, helping to establish trust and recognition.
Looking Ahead
With a refined brand presence tailored for the UK market, Team Toyos has successfully begun to increase its sales and visibility among British consumers.
By striking the right balance between its American roots and a localised British identity, Team Toyos is now well-positioned to expand further into the UK market.
Where we’re based
Fore Studio Limited, Level One, Basecamp Liverpool, 49 Jamaica Street, Liverpool, L1 0AH
Contact us
T: 0151 662 0551
E: studio@fore-studio.co.uk
© 2024 Fore Studio Limited.
Services
Brand design and strategy
Website design and build
Social media
Content creation
Video production