When we were approached to redesign this packaging we decided the original logo was conflicting with the product range and appealing only to a small niché. It was masculine in appearance, with hard edges and chrome decals. We renamed the range (which had to include "Duramax") from Duramax Homeware to Household Duramax - with the emphasis on "Household" instead of "Duramax" which prioritises the product range over the company name.
We were given great flexibility in design, and decided to bring some life to the card without tacky design choices. Each product features a hand reaching from the outside of the packaging into a circle using the item - an "in-use" shot. A few layered design elements add more life to the package, subconsciously suggesting to customers that the product is tangible, usable and gets them thinking about using it themselves.
Since products are displayed clearly through the clear packaging blister, the name is of less importance and runs vertically to garner attention
The final design is an intelligent, bright, attractive package, that so far has provided an increase in sales.
What were the desired goals for Household Duramax?
- Create a new brand that is relevant to the product range
- Target a wider audience
- Increase shelf visibility
- A design very different to competitors
How did Toast achieve these results?
- Extensive competitor research and investigation
- Market research strategies
- Product environment research
- Colour psychology
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