PACKAGING REBRAND
Skus: 1500 +
Completion: 2 Years
Designers: 4
Research, development, focus group activity, and leadership approval.
Collaboration took place with branding agency with overall brand perception and how Klein is presented at the shelf level. Mood boards were created visually illustrating showcasing bold, legacy and tradition and sleek high-end. Focus groups were conducted to obtain professional tradesman viewpoints. The high end sleek approach was selected using the stainless steel background.
After the decision was made the production work began. I strategically organized the project with retail priority and run rates with procurement and warehouse packaging production to avoid long term outdated on-shelf branding. Also, there were some compliance requirements that needed to be addressed. The design team was assigned a priority list with a weekly cadence to stay on track to meet the deadline.
This new look for Klein Tools packaging promotes a premium timeless look and appearance with the stainless steel texture while keeping the accent color yellow close to history of the brand. The yellow bar at the top brings back the strong traditional color that Klein has exhibited in their packaging for many years.
The font was updated for a more modern type treatment and the new packaging is a cohesive presentation throughout all Klein’s product lines.
Challenges faced:
Well over 1500 SKUs
Multiple packaging footprints and structures to be considered
Competing creative initiatives
The new refreshed look packaging benefits:
Monochromatic palette allows product to stand off the dark background and does not conflict with product color
Klein’s yellow accent color complements and harmonizes with the wide array of tool colors
Creates more consistency across all product lines with its typographical treatment and a clean high- end look that represents the nature of the brand and the products
Establishing the new tone led to a perceived customer high-end shopping experience with this new direction
This respectively transcended the brand into a new future state of visual sustainability.
New refreshed website design was developed
Consistent branding for all touch points for online
Packaging brand guidelines created for consistency and training
Parsed from a larger set of guidelines, the original is 52 pages.
Revised Packaging Communication
This direction was Phase 1, utilizing the current look; however, a modification to the messaging and how it would be presented. Emerging into new retail channels with a diverse customer base presented new opportunities to showcase more compelling messaging, telling a larger story for product packaging, and furthering the improvement for communication. Partnering with an agency with an audit and customer perception of the current packaging brand with a competitor's packaging analysis Orchestrated the production and art direction for this new packaging communication branding.
Strategy:
Establish 3 tiers of communication; Simple, Moderate, and Complex.
Constructed a task force to execute concrete examples to show forward progression
Packaging would be unique would compliment a new visual brand language.
