Forest

DIY / Hardware

DIY / Hardware

FRESH. PAINTING “GET SETS” FOR WOMEN

Brand Development

SERVICES:

Category research, positioning strategy, brand name and visual identity, package design, trade presentation materials

The majority of purchases in DIY paint sections are made by women, yet the tools remain masculine in product form and packaging. Our collection of ergonomic and colorful painting sets addresses common tasks with a personality that attracts the Do-It-Herself customer and addresses the specific projects she undertakes.

DEVCON HOME

Rebranding

SERVICES:

Category research, repositioning strategy, slogan, design system, package design architecture, design, multilingual copy, brand identity guidelines.

ITW Devcon, the consumer adhesives division of multinational ITW, was losing retail distribution as its brand relevance stagnated in a rapidly evolving category. We demonstrated that the legacy packaging was hard to read and inconsistent, and argued that the slogan, “Scientific Yet Simple,” rang hollow. We renamed the brand “Devcon Home,” to distinguish it from Devcon’s professional line. Our slogan “For Everything Worth Fixing” and our lifestyle branding strategy proved relevant to real people with real repair problems. Ir was unique in the adhesives category.

HOME DEPOT PAINT AISLE RESTAGE

Consultation and Concept Development Work

SERVICES:

Competitive research, positioning strategy for pro and consumer lines, private label brand restage and extension, packaging copy and concept work, aisle organization and signage

Our client, a category insider with heavyweight credentials, engaged us to develop a proposal for rebranding the Home Depot paint department with increased focus on private label branding. The before image shows the aisle lacking visual focus and consumer guidance, resulting in the loss of potential sales. Our restage includes two versions of the proprietary Performance brand: one for consumers (Select, using 3 silver stars) and one for professionals (Plus, 5 gold stars). Signage was bold, colorful and helpful to the DIY consumer.

SOLUTIONEX HOUSEHOLD CHEMICALS

Rebranding and Brand Extension

SERVICES:

Corporate rebranding, product brand redesign, product naming and visual identities, package design, on-shelf brand transition, trade support, website design

We helped this legacy brand with a strong local following in the marine industry expand into a multi-regional success story. The rebranding was based on a bolder and more informative visual impact, descriptive images and improved consumer use information. We unified diverse products under one overarching identity, named new products and brought them into the line, and supported the manufacturer with digital and print communications. The line was sold profitably to a competing national brand.

ATTICRAFT ATTIC STORAGE SYSTEM

Brand Development

SERVICES:

Naming and visual identity, package design, point of purchase display design, instruction manual

We named this brand with a double entendre that can be read either as Attic Craft or Attic Raft. The name is highly descriptive. This kit with prefabricated boards routered to accept a set of cleverly engineered clips allows users to build a platform that floats above the joist system. Merchandising considerations led us to a palette-based POP display with an instructional backer panel.

PREE. THE PAINTERS PREP.

Brand Development

SERVICES:

Brand name and visual identity, package design

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