A few months ago, For Life Products began shipping 21 completely redesigned SKUs in its Rejuvenate product family for cleaning and restoring household surfaces. The catalyst for the package refresh was the category buyer at Home Depot, who had suggested that the line's shelf impression—as well as sales—could be improved by eliminating the original hodgepodge of stock bottles and also revamping the labels to aid consumers in product selection.
In response, For Life partnered with Berlin Packaging, its Studio One Eleven design division, and its E3 consulting service to overhaul the Rejuvenate packaging strategy. First, the E3 team provided strategic guidance for invigorating the brand while also improving profitability, including changing fillers, warehousing and distribution arrangements. Then, working in tandem with For Life creative director Joel Tunon and COO Jim Hampel, Berlin Packaging and Studio One Eleven personnel:
• Developed a custom bottle design capable of scaling from 16 to 32 oz and featuring a flat front to maximize the messaging space, an off-center neck for an even pour and better packout, two neck finishes to accommodate flip top closures and trigger sprayers, and an embossed emblem at the lower left corner signifying the products' speedy results.
• Researched and established new brand colors with silver bottles and purple closures and logotype, based on market research and a need to provide a neutral backdrop for new color-coded labels.
• Designed a wraparound/peel-off label including color-coding by product type (floor, cabinet, furniture, countertop, etc.), before and after images showing product benefits, room for both English and Spanish instructions, and QR codes taking shoppers' smartphones directly to informational videos on the relevant product category.
• Solved both bottle and label manufacturing challenges, including producing a shiny silver bottle in HDPE because the bottle shape cannot be blown in PET.
• Negotiated an unusual supply agreement enabling For Life to meet the standard minimum 50,000-unit run with any mix of flip top and trigger sprayer neck finishes.
• Assisted the label applicator in customizing its equipment to apply the wraparound label to the uniquely contoured bottle.
Within weeks after the new packages hit store shelves at Home Depot and elsewhere, sales began climbing and new distribution opportunities began opening up both in the U.S. and abroad—including 450 leads from the National Restaurant Show that promise to expand the Rejuvenate brand into the hotel and restaurant industry for the first time.
Source: Berlin Packaging, Studio One Eleven design division