Buy Unites Belgian Insight and Branding Firms

One Inch Whale, the sustainability-focused insights consultancy launched five years ago by researchers Wim Hamaekers and Jasper Scheir, has acquired iVisual Services, a unit of design-tech company iVisual BV focused on the use of colour in branding and packaging.

One Inch Whale was launched in November 2019 with the aim of helping people and brands to be 'relevant and sustainable'. The company offered financial support to fellow Belgian firm iVisual in launching AI-based branding and packaging intelligence technology earlier this year, and has now gone a step further and acquired the software, including its patented scientific Color Passport System said to influence subconscious consumer behaviour.

iVisual aims to automate, optimise and objectify the entire branding and packaging development process, enabling the 'rapid and informed' development of brands and packaging. Its framework combines Color Passport with design semantics and predictive intelligence to anticipate how consumers will perceive a design and make decisions in the first three to five seconds.

One Inch Whale has been working closely with iVisual on projects for major FMCG clients since its first year in business, and says the acquisition strengthens its ability to advise clients on the 'powerful role' of colour and semiotics in marketing. Following the deal iVisual Tech co-founder Karine Steculorum (pictured) joins One Inch Whale's management team, overseeing work that combines colour science and market research. She comments: 'Colour and related associations play a decisive factor in the consumer decision-making process, but it is severely underestimated by many companies. With our methodology and expertise now becoming part of One Inch Whale, we will be able to advise brands even better on the predictable and guiding role of colour in packaging and communications'.

Web site: www.oneinchwhale.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.