| Progressive International Corp
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - For a decade, Progressive’s line of kitchenware and dining products was branded with the company’s corporate identity. Over time, the packaging had taken on a variety of looks and lost relevance to consumers. Progressive needed to regain its identity with the housewares market. Strategy - The company engaged Proteus to create a branded packaging system that stressed consistency, simplicity and appetite appeal. This was the first time Progressive had contracted outside branding services in 10 years, so key to the success of the initiative was to effectively involve internal staff throughout the branding process, thereby succesfully avoiding “Not Invented Here” resistance. Result - Proteus met the objectives by devising a fresh, new identity and updated packaging accompanied with a standards guide that ensures brand consistency across 600 product SKUs and multiple marketing managers. Credits: Client: Progressive International Corp - www.progressiveintl.com Creative Firm: Proteus - www.proteusdesign.com Design Director: Bill Sterling Designers: Stuart Siegle, Annie Baker, Jason B. Williams, Shawn Broderick Folded Cartons Standards Manual: Amy Heller, Amy Heller Design - www.amyhellerdesign.com back |
