Great Stuff

Brand Strategy, Brand Identity, Package Design, POP Structure & Graphics

Before

Great retailer enthusiasm in Canada and at Lowe’s U.S. 2019

Situation
Great Stuff, the leader in polyurethane sealants, faced aggressive competition in DIY channels. Outdated packaging focused on brand identity, but weakly communicated key product benefits and advantages. Dow team created game changing patented dispenser
Solution

LW developed a communication strategy to trigger immediate awareness that Great Stuff is the best choice for superior project performance.

Boldly differentiated 8 project-specific formulations, thus expediting DIYer’s search to identify the right solution.

Rotated the logo to create more impactful brand recognition and maximize space.

Featured newly introduced “No-Mess” dispenser that relieves key consumer concern.

Created exciting display structures and graphics for impact at point of sale

Great Stuff Pro

Brand Strategy, Brand Identity, Package Design, POP Structure & Graphics

Before

Sharper Targeting to High Volume Buyers

Situation

Greater separation was needed between Great Stuff consumer and contractor lines to reintroduce high-volume professional buyers to this expanded pro line

Solution

LW developed a new highly distinctive Pro Series identity in a uniform communication system to differentiate it from the leading consumer franchise

Redesigned the front panels of this family of adhesives and sealants with a new easy-to-read text, icon and color system promoting unique product attributes

Co-featured the applicator gun clam shell, a visual cue that triggers instant product use recognition

Developed high impact aisle displays to promote the complete system

Great Stuff Pro — Gasket

Brand Strategy, Brand Identity, Package Structure & Graphics

Before

Educational package is cutting through the clutter with new product launch

Situation

Great Stuff Pro Gasket System is the first product of its kind to meet stricter building codes

System creates a gasket between drywall and framing for greater comfort and energy conservation

Solution

LW developed a communications strategy that provided educational info to help contractors implement code mandates

Developed a strong simple graphic look that featured the brand equity of Great Stuff Brand

Used a white and blue shield to communicate the latex-base formulation, an important difference suggesting easy water clean-up of applicator gun

Added quickly identifiable icon system for core messages

Created application graphics on gun packaging to show product usage