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Kensington Retail Packaging Evolution

Kensington Retail Packaging Evolution . November 2010. Key objectives. Develop a smarter packaging design to drive incremental sales Stand out on shelf Simplify the product communication Motivate consumers Optimize in-store merchandising Differentiate from competitors

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Kensington Retail Packaging Evolution

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  1. Kensington Retail PackagingEvolution November 2010

  2. Key objectives • Develop a smarter packaging design to drive incremental sales • Stand out on shelf • Simplify the product communication • Motivate consumers • Optimize in-store merchandising • Differentiate from competitors • Make the brand more modern and relevant • Limit returns • Evolution not revolution

  3. What we heard • The Kensington branding is too dominant and takes up to much real estate on a small package • The messaging hierarchy is broken • Brand, then Idea, then description • The description is not clear • We don't say what the product does effectively enough • The use of the Soli font (handwritten) is questionable • Hard to read

  4. What we did • Evolved our packaging design while staying true to our Smart Made Simple brand promise and current identity • Redefined the hierarchy of elements • Product name, description, brand, value (idea) line, icons • Reviewed the balance between Kensington branding, product naming & description. • Simplified the communication and made the messaging work harder

  5. The results

  6. From This To This

  7. Outcomes - Visual summary

  8. Outcomes: Textual summary • Messaging hierarchy (weighting): 1- product descriptor; 2-product family name and 3 – value line • Kensington logo: Reduced in size, placed in the lower right corner as a signature • Gradation (per PowerBack/PowerGuard) to be applied to packaging background. Dark at the top and at the bottom. • Kensington Blue is to be used as an accent color on the front panel & behind the product in hybrid packaging, allowing the products to pop. • Iconography, line drawing and messaging is product specific • The idea line and soli font are removed and replaced with value line and Kensington font • The frame is removed on the front. • No good, better, best approach selected. • Best will be communicated through “Premium” and “Differentiated” structures not design. • No changes made to side and back panels

  9. Meet the new family Closed box Hybrid - Smartphone Hybrid Clamshell - Input Power Clamshell

  10. The in-store experience • Need to know what the product is and what it does at a glance – the 6 foot experience • Lead with product description • Follow with value line and product name • Increase contrast and legibility • Need to know if the product is right for me – the 3 second review • Use iconography to communicate key features and compatibility • Use line drawings and photography to depict usage • Include compatibility information • Want to find out more? Grab the packaging • Product details and content on back panel • Tech specs on side panel • Buy!!

  11. Next steps

  12. Next steps • Move ahead for all 2011 new lines • Starting with Q1 product introductions • Review need to update existing key retail lines • Investigate further consumer engagement strategies

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