â— Prior to the design of Seluo, the colors and patterns of the packaging all caused people's strong visual reaction, but his impression was limited to only a single area.
◠Key factors: An important function of packaging design is to change people’s inherent perceptions of a brand and enable the brand to enter new markets and new areas.
â— Factors: It is important to choose the right path to promote the development of the brand.
â— Promotion methods: The parent company can appropriately decentralize the business, and it is not necessary to take care of it. This will contribute to greater room for development.
â— Design Overview:
In France, quinine water is called "unschweppes". In the United Kingdom, "hoovering" is synonymous with "carpet cleaning." Therefore, people may think that when a product becomes a household name, such as Celtic Scotch tape, the manufacturer gets an ideal market share. However, this is not the case. There are hidden dangers: The company has become a symbol of a single brand or product, and it is difficult to further develop other product brands.
â— Design analysis:
Cerro faces two specific issues: First, they need to redefine their product offerings and make customers aware that they are not a single brand. Second, they need to find ways to break into new markets. They approached the Edendica joint company in London to find a solution. Edendica’s analysis of the situation shows that, despite the fact that the products of Celestial are highly favored by consumers, consumers cannot distinguish between the products of the Celtics and the products of other competitors. What's even more worrying is that people think that Seluo products are just a single piece of ordinary stationery.
â— Design and operation:
According to the survey of customers, the design company launched a series of special branch brands for specific markets. The two key markets that the designer and Selloe have jointly recognized are offices and families, including consumer groups that like to do things themselves. The design company has developed a design scheme that uses colors to distinguish between different brands and attract customers. The new brands include the Salo tape and the Cylon office series. The Salo tape series includes the DIY brand (DIY is an abbreviation for do-it-yourself, meaning Do It Yourself, Doing Nothing). There is also the Stik brand, which is equipped with a variety of styles of tape seats, mainly for children (objects with potential for development). The Stik brand is not just a functional product but a collection of entertainment products.
In order to allow Syrow to gain more room for development, the design company proposed the establishment of a new parent company, Saylo Scotch Tape Corporation. This will give Cerro a greater potential to develop new products that distinguish the new brand portfolio from the public’s intrinsic impression of the company.
â— After the design:
The purpose of the new development strategy is to make customers of the products of the Sylow products notice the brand's development potential and further increase the sales volume. Designers not only propose solutions to current problems, but also provide long-term plans for future design strategies. Neil Hushley, general manager of Syrow Corporation, said, “The designers are raising the prestige of customers in the company, but also for the company's long-term innovation and development plan.†Designers for the work done by Silo It shows that strategic branding can change the concept of consumers and bring about considerable sales growth. This is achieved through accurate market analysis and related creative work plans, and the most important one is achieved through extensive investigation of brand functions and their market image.
â— Type: Redesigned original brand â— Product: Transparent tape for home and office â— Materials: Tape dispenser, tape roll, cardboard and transparent plastic cover â— Specifications: Size varies â— Time: 12-15 months â— Content Elements: Brand Strategy and Packaging â— Market Target: Retail Stores, Offices, Homes and Individuals â— Sales Methods: Inner Shelf Display, Mail Order, Product Catalog, Industry Support â— Keywords: Partner, Target Product, Value, Quality, Innovation â— Design Purpose: The new business strategy enables Sylow to develop long-term plans, develop new markets, and develop relationships with existing customers.
â— Design key factors:
The new logo must be organically associated with different types of products, and can highlight its core symbol "farm fresh goods" in a wide range of store goods.
The name of the new brand name on the packaging competition is even more eye-catching, helping the brand to develop into new areas.
The animal image caters to the needs of the children's market and provides excavating materials for children's books and TV cartoons.
Design: London Edmontika, United Kingdom Client: British Sello Scotch Tape Company
This case is referenced in the book “Packaging Design Practice†published by Belton Group Anhui Science and Technology Press, edited by Conway Lloyd Morgan, Li Shiping Zhao Jun translated.
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◠Key factors: An important function of packaging design is to change people’s inherent perceptions of a brand and enable the brand to enter new markets and new areas.
â— Factors: It is important to choose the right path to promote the development of the brand.
â— Promotion methods: The parent company can appropriately decentralize the business, and it is not necessary to take care of it. This will contribute to greater room for development.
â— Design Overview:
In France, quinine water is called "unschweppes". In the United Kingdom, "hoovering" is synonymous with "carpet cleaning." Therefore, people may think that when a product becomes a household name, such as Celtic Scotch tape, the manufacturer gets an ideal market share. However, this is not the case. There are hidden dangers: The company has become a symbol of a single brand or product, and it is difficult to further develop other product brands.
â— Design analysis:
Cerro faces two specific issues: First, they need to redefine their product offerings and make customers aware that they are not a single brand. Second, they need to find ways to break into new markets. They approached the Edendica joint company in London to find a solution. Edendica’s analysis of the situation shows that, despite the fact that the products of Celestial are highly favored by consumers, consumers cannot distinguish between the products of the Celtics and the products of other competitors. What's even more worrying is that people think that Seluo products are just a single piece of ordinary stationery.
â— Design and operation:
According to the survey of customers, the design company launched a series of special branch brands for specific markets. The two key markets that the designer and Selloe have jointly recognized are offices and families, including consumer groups that like to do things themselves. The design company has developed a design scheme that uses colors to distinguish between different brands and attract customers. The new brands include the Salo tape and the Cylon office series. The Salo tape series includes the DIY brand (DIY is an abbreviation for do-it-yourself, meaning Do It Yourself, Doing Nothing). There is also the Stik brand, which is equipped with a variety of styles of tape seats, mainly for children (objects with potential for development). The Stik brand is not just a functional product but a collection of entertainment products.
In order to allow Syrow to gain more room for development, the design company proposed the establishment of a new parent company, Saylo Scotch Tape Corporation. This will give Cerro a greater potential to develop new products that distinguish the new brand portfolio from the public’s intrinsic impression of the company.
â— After the design:
The purpose of the new development strategy is to make customers of the products of the Sylow products notice the brand's development potential and further increase the sales volume. Designers not only propose solutions to current problems, but also provide long-term plans for future design strategies. Neil Hushley, general manager of Syrow Corporation, said, “The designers are raising the prestige of customers in the company, but also for the company's long-term innovation and development plan.†Designers for the work done by Silo It shows that strategic branding can change the concept of consumers and bring about considerable sales growth. This is achieved through accurate market analysis and related creative work plans, and the most important one is achieved through extensive investigation of brand functions and their market image.
â— Type: Redesigned original brand â— Product: Transparent tape for home and office â— Materials: Tape dispenser, tape roll, cardboard and transparent plastic cover â— Specifications: Size varies â— Time: 12-15 months â— Content Elements: Brand Strategy and Packaging â— Market Target: Retail Stores, Offices, Homes and Individuals â— Sales Methods: Inner Shelf Display, Mail Order, Product Catalog, Industry Support â— Keywords: Partner, Target Product, Value, Quality, Innovation â— Design Purpose: The new business strategy enables Sylow to develop long-term plans, develop new markets, and develop relationships with existing customers.
â— Design key factors:
The new logo must be organically associated with different types of products, and can highlight its core symbol "farm fresh goods" in a wide range of store goods.
The name of the new brand name on the packaging competition is even more eye-catching, helping the brand to develop into new areas.
The animal image caters to the needs of the children's market and provides excavating materials for children's books and TV cartoons.
Design: London Edmontika, United Kingdom Client: British Sello Scotch Tape Company
This case is referenced in the book “Packaging Design Practice†published by Belton Group Anhui Science and Technology Press, edited by Conway Lloyd Morgan, Li Shiping Zhao Jun translated.
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