Henry

Brand Architecture, Package Design, In-line Merchandising, Floor Displays

Before

Steadily gaining market share and distribution since program relaunch

Situation
Category leader, with 4 bays in The Home Depot, determined that unicolor “sea of blue” packaging and weak messaging made shopping difficult, resulting in DIY confusion.
Solution

LW recommended brand architecture that segmented product line into clearly defined families for best communications for consumer.

Packaging & merchandising included illustrations of product application and color palettes to stop, draw in and further assist DIY shoppers.

Henry Reflective Coatings

Brand Architecture, Package Design, In-line Merchandising, Floor Displays

Before

Endcap sales exceed expectations and achieved highest end cap dollar volume in sunbelt stores

Situation

Client identified opportunity to aggressively expand sales of energy-saving white roof coatings in sunbelt regions.

Client wanted package design and end cap to educate consumers of the many reasons to buy.

Solution

L&W developed new package design that spoke directly to consumer about valuable money-saving benefits.

Dramatic end cap stopped and intrigued consumers with panoramic scene, educational messages, and product samples.

End cap displayed three key products, including primer and choice of white roof coatings for specific uses.

Variable width structure ideally suited to wide range of size spaces.