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Legacy Branding Goldforest Rebranding
DEVCON HOMECase Study
ITW Devcon, the consumer adhesives division
of multinational ITW, was losing retail distribu-
tion due to its failure to maintain a relevant brand
image in a rapidly evolving category. In an initial
consulting engagement, we broke down the
competitive environment and demonstrated that
Devcon’s legacy packaging was hard to read, visu-
ally inconsistent, and overly crowded with details.
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neither relevant nor necessarily true.
Upon our engagement to restage the brand, we
made two key recommendations:
���9LUHTL�[OL�IYHUK�¸+L]JVU�/VTL�¹�[V�KPZ[PU-
guish it from Devcon’s professional and commer-
cial line of products.
2) Employ a lifestyle branding strategy, which
would not only be relevant to real people with
real repair problems, but would also be unique in
the adhesives category.
DEVCON HOMEPackage Design Strategy
Color cues to differentiate subcategories and brief, impactful copy points were critical to the success of this new
system. To help our client economize on tooling costs, we adapted our design the existing dielines.
DEVCON HOMESlogan: For Everything Worth Fixing
We designed a packaging system built around lifestyle photography that shows real people interacting positively as they use the product.
The slogan “For Everything Worth Fixing” responds to consumers’ preference for repair over repurchase in this challenged economy; it also
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DEVCON HOMEStandards Manual
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we turned the project over to the client with a
standards manual that would allow them to main-
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GOLDFOREST
We are a communications consultancy
specializing in Product, Corporate and
Retail Identity, Package Design and
Brand Communications. Established in
1989, we have a proud history of
brand-building success.
If you’re thinking about a new brand, a
re-brand, an extension or a new package
con!guration, please give Michael David Gold,
Goldforest principal, a call!
(954) 929-7790