Wellington Cordage
2006 ReBrand 100 Winners > distinctionIndustry: Consumer Goods and Services - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge - Since the dawn of recorded history, rope has been sold by type of fiber, construction and length. Wellington’s challenge was to make the purchase of rope in-tune with today’s increasingly female consumers, who found it impossible to decipher current packaging to determine the rope with the correct efficacy for their needs. Strategy - Through research, Wellington discovered that consumers looked initially for a rope that was designed to work for their particular application and then sought the strongest product possible. Wellington first segmented their extensive product line based on four main application areas – marine, sports, contractor and multi-purpose. A unique Velcro package was created that permitted consumers to touch the product, while allowing for easy storage. They then created a color-coded merchandising system called ‘Maximum Safe Working Load Segmentation’ that highlighted the products as light, medium or heavy duty. Wellington, to quote one large chain buyer had “nailed the problem of purchase simplification within the rope category.” Result - Wellington has increased comp store sales almost 20% and has seen an increase in distribution, especially in ‘Big Box’ retailers. Credits: Client: Wellington Cordage, LLC - www.wellingtoninc.com Creative Firm: Proteus- www.proteusdesign.com Designer: Charlie Conn, Director Branding, Visual Communications Designer: Peter Farell, Senior Designer, Visual Communications Designer: Annie Baker, Senior Designer, Visual Communications Designer: Proteus Design Elizabeth Felkai, Designer, Visual Communications [back] |
