S&J Video Baby Monitor


Having worked with Spear & Jackson for many years we were delighted to help them launch this iconic brand into a whole new category – S&J Tech. Their parent company is a leading global manufacturer in the home lifestyle tech market, and with the brand already performing well in new categories, the team at S&J felt it was now the time to venture into this new area. The consumer research confirmed that the target audience regarded the Spear & Jackson brand as trustworthy, credible and with high quality cues. The video monitor itself incorporates the latest technology with a whole raft of features and benefits, so our brief was to create packaging and other collateral to reflect this technically premium positioning.


We kept the existing Spear & Jackson identity but softened it with the addition of a pastel heart. Our box design was clean and contemporary on a matt white background. The product (a high resolution render) sits proudly on the front and lid and was highlighted with a high gloss varnish. We featured a lifestyle shot on the side of the box to communicate the product key benefits – extended outdoor reach. Other features and benefits were displayed with hand drawn icons. The result is a premium ‘applesque’ pack that consumers felt portrayed all the right cues for this market.


“Having worked with DGI in the past they were our first choice as creative partner to assist us in developing the brand identity and packaging within the new S&J Tech category. Their extensive experience working with top brands and expertise in creative design and packaging meant we were in safe hands, and we are delighted with the results as we now move to the launch phase of this exciting new initiative.”

Karen Abbott – Marketing Manager, Spear & Jackson