Permatex

Brand and Communications Strategy, Package Design

Before

Greatly increased brand impact & shopability... retailers’ added 20% more SKUs in first year

Situation
Consumers struggled to find the right Permatex product for their project among the 80+ SKUs on shelves.   Over-reliance on store staff in self-serve stores like Auto Zone, Advance Auto, O’Reilly, and others   Weak brand impact & multi-colored packaging presented weak communications
Solution

LW strengthened the brand identity’s impact and reinstated the Permatex blue background to clearly identify the product section

Created communications hierarchy to clearly separate product families with a new easy-to-read text, icons, and color systems promoting unique product attributes

Our team’s innovative “speed of shopping” research proved that consumers found the correct product up to 14% faster