|
 |
 |
|
|
|
|
A Brand for Women and Younger Tool-Lovers, Too
Challenge
Skil-Bosch engaged Torque to develop concepts for its Skilsaw packaging, to increase the product’s appeal to younger consumers and to increase its on-shelf appeal.
Solution
We approached the project by stepping back, integrating the package design with overall product marketing and the Skil brand image. Torque examined the retail setting and consumer experience to develop the product’s positioning and tagline.
We identified and shaped POS and co-marketing program
elements, from key selling points on the packaging to broader program messages.
At the center of the program is a good, better, best product line. Overarching design standards were applied to individual products.
Options to differentiate the product were developed, such as packaging geometry. Special event product packaging was also created.
The brand was further extended through POS displays, promotions
and co-marketing elements, floor graphics and other signage,
as well as internal corporate educational programs.
Result
The program is an integrated packaging and retail display system that positions Skilsaw products as accessible to a younger Do-It-Yourself audience. The program represents part of Skil’s cultural transformation from product focus to brand marketing, helping the company better compete in the increasingly competitive power tool category.
|
|
|
|
|
|
|
|
|
|
