Outdoor travel accessory
manufacturer LifeMarque was reviewing it's growing family of product category brands and packaging style.
Prompted by opportunities for growth and the introduction of new product lines there was a need to rationalise
the brand hierarchy and create a cohesive group of identities.
The second stage of the brief was to review the many packaging lines and develop a simple, cost effective
approach that would work across the many product ranges.
A
bespoke wordmark style was
created for the three
consumer facing brands
– Lifeventure,
Lifesystems and Littlelife
– with Lifeventure as the key development area.
A collaborative research project then took place with agency and client to investigate packaging, looking at competitors,
retailers, materials and ideas. Our objective was to develop a simple system that reflected the brand's rugged, innovative
credentials and positioned them, along with POS as a premium brand.
New materials, shapes and hanging mechanisms along with a clear graphic system
were introduced to great reception throughout the retail channel.
68 different sizes and shape of pack across 280 products
featuring twenty different hanging mechanisms were rationalised to just three main types.
This reduced costs enormously and greatly strengthened brand image and positioning.
"Defining the brand hierarchy made
immediate sense with our customers
and retail partners. Plus, the new
packaging treatments have
re-affirmed our position as leaders
in this market."
Giles Cundell, Marketing Manager
LifeVenture
