AT HOME TO HOUSEHOLD PACKAGING DESIGN
From our rebrand of Wickes’ entire product range, to bottom-line boosting work for Mr Sheen and Zeal, Reach delivers household product packaging design that really shines. Our top tips to stand out? Focus on benefits; make it easy to differentiate between products in your range; and never forget print finish.
Consumer benefit vs product features
Why it matters?
Household products often have lots of features – lavender smell, kills germs, 5x faster – of which brand owners are rightly proud. These great features may have taken months or years of new product development to perfect. However, a fantastic feature doesn’t always explain WHY a shopper should buy a product.
When shoppers are scanning the shelves, they spend just a second or 2 deciding which household products end up in their trolley. That’s why quick and clear communication of ‘why to buy’ is essential, both within your range and vs. your competitors.
Reach & Mr Sheen – putting benefits front and centre
We helped Mr Sheen develop different single-minded claims for each product format: ‘cleans & revives’; ‘smear-free’; ‘fast gleam’; and ‘better dust pick up’. These claims help shoppers quickly understand the benefits of the different formats of aerosol, spray and wipe and choose the product best suited to their needs.
Enable easy range navigation
Why it matters?
Household goods ranges can comprise a choice of up to 100 products, so helping the consumer shop the range and get to the product that’s right for them is critical for successful packaging design. Pack format is a key too, because shoppers will first scan the shelves looking for the shape of pack they need (an aerosol spray can vs a pack of wipes). Once they’ve identified the format they want, they’ll then look for a particular colour or fragrance.
Reach & Air Wick – instant range navigation
You can help them further by finding ways to visually segment the range. For the Air Wick range of room fragrances we created a distinct visual identity for their fresh contemporary range of Aqua Essence fragrances. This stood apart from the more traditional feel of their Essential Oils range. Consumers find this kind of visual direction helpful: it cuts in half the number of packs they have to scan to find the product they want.
Use print finish
Why it matters?
Print finish can be overlooked as a communication tool – but it can very effectively support a feature or a benefit. We buy with our conscious and our subconscious, so why waste an opportunity to stimulate your consumers’ senses?
We used a shiny print finish to make the Mr Sheen range look super shiny, reinforcing the benefit and emphasising their ownership of this benefit in the category. But shine is only half the story. For Wickes, a matt print finish replicated the finish of the paint, while adding a more premium feel. Read more about our entire store rebrand for Wickes below.
FEATURED CASE STUDY
Wickes, a favourite of both the trade and savvy DIYers, sells only own-branded product in-store. The products are of excellent quality, but customers weren’t getting the message, or finding items they needed. Reach stepped in, rebranding and redesigning the packaging – from tape to garden products to nails and screws – to great effect. Quant tests of the new paint packaging are indicative of performance across the range:
- 47% increase in perception of quality of the paint.
- 25% increase in the perceived quality of the fixtures and displays.
- 20% increase in the perceived range of paint available.
Reach have created a clear and very different visual strategy for own brand that has enabled us to efficiently manage the repacking of over 60,000 skus whilst also positively affecting quality perceptions. We are really happy and they have become part of our team.
Wickes faced a multi-faceted challenge. Though their own-brand products are of high quality, consumers weren’t getting the message. What’s more, significant staff cuts meant shoppers weren’t getting the help they needed in-store – and were walking out frustrated and empty handed as they struggled to self-serve across the range. Wickes realises it was time for a major packaging design overhaul, and Reach was tasked with rethinking every product in store. From lights and tiles to screws and doors… this exciting household packaging design project covered over 60,000 SKUs.
Wickes has an unusual consumer profile. They attract the serious DIYer and the building trade. These shoppers don’t respond well to the more conventional ‘good/better/best’ ranging. Instead, they want products of the right quality to do the job at hand well – so we suggested organising product by the consumer’s needs when they enter the store. We identified 3 areas :
- Design products – such as doors, handles, lights, tiles, etc.
- Performance products – such as glue, tape, weedkiller, etc.
- Products used in building – such as nails, bricks, wood, cement, etc.
Alongside an innovative new ranging strategy, a key element of this household packaging design project was rethinking the logo. Now it takes a consistent position on all packs, giving the brand prominence and authority. Although it was designed for packaging, the business adopted the new logo as a new corporate identity across Wickes stores, TV advertising and all brand communication.
Secret to success?
Pushing for a brave strategy. By working with the Wickes team and gaining their confidence, we were able to discard the usual retailer good/better/best segmentation within each product category, in favour of a consumer focussed shopper needs approach. Rob Murray, Marketing Director at Wickes, sums up the process:
“For a retailer to package virtually every SKU in its business is a massive undertaking. It would be easy to focus on just getting through the project and accepting fit for purpose packaging design. What Reach have done is enable us to deliver pack designs of the highest quality, even by branded product standards, right across our business.”
A brand identity that’s been adopted across the board, and a successful household packaging design project encompassing over 60,000 skus and a successful shopper needs driven strategy.
Don’t always accept the status quo. If the rest of the market is adopting a particular approach, question whether it’s really right for your brand and your consumer. By being independently minded, you’re more likely to create a distinctive brand and a packaging range that your consumer enjoys shopping.