Challenge
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.
Solution
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.