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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

 

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