Package Design - April 2016 - (Page 27)

Hefty develops a new visual brand, tying all its products together. F or many years, the Hefty brand has included a range of products sold in different parts of the retail space. Though often carried in the same store, however, the products didn't have a package design philosophy that connected all of them. So when Reynolds Consumer Products began a redesign of the packaging for its Hefty waste bags, the project soon expanded to include Hefty's other products, creating a cohesive visual identity in the process. "The whole initiative was to be a stronger brand within the marketplace," says Toni Marnul, creative director for Reynolds Consumer Products. "If you looked at our packaging before, we sometimes looked a little scattered. Except for the polygon that held the word 'Hefty,' we didn't have a consistent way to talk to the consumer." Marnul, along with Blackbird Brand Building and Velvet Hammer, started a collaborative effort to remedy that. "The biggest thing we were looking to do was cleaning up the presentation," explains Bill By Jeff fleischer Rempe, president and cofounder of Velvet Hammer. "Before, the packaging was in a bit of a features arms race, where the packaging was very focused on communicating every new feature to consumers, rather than communicating the brand message. Technology like Odor Block and the grip were becoming the key points, while Hefty itself was being drowned out." Ending thE 'arms racE' Consumer research showed orange was a strong color for the brand, allowing it to take an existing element on the old waste bag package and make it primary. This also let Hefty utilize a color rarely used in the waste bag category, which would therefore stand out on shelf. Most of the new boxes for waste bags used dark orange as a primary color, with a lighter-orange highlight around the product image. The only exception was Hefty Ultimate-a new product that rolled out as part of the launch-which used a gray package with orange as a secondary color. The package was also redesigned to have a clear hierarchy of information, and to work in both horizontal and vertical positions on shelf. On the vertical package, the Hefty polygon logo appears at the bottom of the image, about halfway down the package and prominently framed; on the horizontal, the picture is on the left and all the text to the right. Below the polygon is the sub-brand name, e.g., Ultimate, Odor Block or Extra Strong, and below that a thin horizontal bar calling out a key feature in italicized text. The goal was to still emphasize Hefty's technology, but present that information as a supporting part of a larger brand message. "The idea was to clean the pack up so it was obvious to the consumer what they were getting," says Rick Mariani, cofounder and creative director of Velvet Hammer. "The typography was kept very consistent. It was easier to organize information so that, in the two or three seconds consumers need to read the pack, they learn what they need to know very quickly." PACKAGEDESIGNMAG.COM 27 http://www.PACKAGEDESIGNMAG.COM

Table of Contents for the Digital Edition of Package Design - April 2016

Package Design - April 2016
Editor’s Letter
Front Panel
Turbo-Charging Heritage Brands
The Challenge Begins
Rebranding More Than the Bag
A Name Worth Remembering
Debate & Discuss
Product Focus:
Index of Advertisers
Field Notes

Package Design - April 2016