ITW Consumer, a division of the Fortune 200 firm Illinois Tool Works Inc. has been rolling out revised packaging with recently developed, more consumer friendly brand positioning. The packaging features a new slogan, “For Everything Worth Fixing,” as well as vibrant color, a simplified bullet point system, and lifestyle photography that introduces the element of human relationships to the brand identity system.
The brand agency behind the new system, Goldforest, began its work two years ago with a strategic consulting engagement to break down the category and recommend updates to the existing packaging. Having developed multiple brands for the DIY channel, Goldforest recommended that Devcon, a long time leader in the epoxy segment whose packaging had been neglected over the years, adopt revised brand positioning in order to make the brand more relevant to today’s DIY consumer.
“Their positioning line, ‘Scientific Yet Simple,’ confused us,” said Michael Gold, Goldforest principal. “The packaging was anything but simple. We spent days in the aisles at major retailers and watched a procession of customers come in, review their options, and walk away in frustration when they couldn’t figure out which product to purchase. Second of all, that slogan lacked the emotional impact we thought this product deserved.”
Following its consulting engagement, Goldforest was hired to develop and implement a new brand identity system. “The first thing we suggested,” said Mr. Gold, “was to rename the line Devcon Home, to distinguish it from an industrial line of adhesives that also operates under the Devcon trademark.
Next we recommended the new slogan. It recognizes that we’ve gotten used to throwing out rather than repairing, but that some things are precious enough to repair. Images of father and son fixing a bicycle, mother and daughter fixing a treasured object of art, etc. reinforce the human value of fix-it projects.”
The new package design system simplified and organized the presentation of key information and developed a color coding system to distinguish epoxies, super glues (cyanoacrylates), and multi-purpose glues from one another. Goldforest designed primary and secondary packaging for the first fifteen units of the line, and turned the project over to ITW Consumer with a brand identity manual containing guidelines for the design and production of future packages, enabling its client to bring ongoing work in-house.
For information on Goldforest’s capabilities in brand consulting and package design, contact Michael David Gold at 954-929-7790.