Scepter

Brand Strategy, Package Design, Brand Architecture

Before

Strong imagery and clear messaging

Situation

Product primary attributes, fuel pumping handle and wheeled mobility not clearly communicated

Use of marine based imagery alienated buyers and consumers at Lowe’s and Home Depot

Confusing product descriptor

Solution

Strengthened product descriptor to be simple and communicate more clearly

LW emphasized larger product photo, highlighting product features of fuel pump handle, wheels and showed the product’s mobility

Background supporting imagery focused on landscaping equipment to better resonate with Lowe’s and Home Depot customers