Packaging Digest is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

New packaging helps Speedo race to the top of consumer's picks

New packaging helps Speedo race to the top of consumer's picks
Speedo redesign

Speedo redesignSports equipment manufacturer Speedo has completed a revitalized brand strategy and created new packaging.


Faced with decent brand awareness but a dated image, Speedo hired brand design firm Sandstrom Partners to reposition its brand to compete in the contemporary sports-equipment market, with brand-packaging consistency across product ranges to provide a more unified retail shopping experience. The company's retail presence had become fractured and confusing, with multiple product tiers sold through numerous retail channels, each demanding its own Speedo.


"We re-categorized the product lines by distinct consumer groups while providing a consistent visual and verbal brand block at retail," says Jack Peterson, president of Sandstrom. "The results were instant—retailers universally embraced the new packaging system."


Source: Sandstrom Partners



Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.