Case Study: Growing Success
The Challenge
When Wilkinson introduced a range of 387 own-brand gardening products in 2005, Forum designed the packaging, which a household name brand supplier subsequently described as looking “better than most of the brand leaders.”
This packaging was still contributing to continued sales growth, when in 2008 Wilkinson extended the range and requested a packaging refresh. Wilkinson wanted to take the opportunity to introduce the new Wilko logo and to reflect changing trends in garden products, particularly in fertilisers and composts, and to emphasise on-pack key product benefits.
The refresh needed careful handling to ensure that the 248 new and updated products would create a suite with sections of the range which require little or no change, so that the entire range would retain a cohesive on-shelf presence.
The Solution
Building on the successful packaging already implemented, Forum identified that simplifying the overall design could allow key product benefits to be communicated more quickly and effectively to result in a better customer experience and increased sales.
Forum introduced slightly more contemporary typography, brighter colour ways and bolder photographic imagery, maintaining the balance between shelf-impact, clear, concise product information and communicating consistent brand values across the range of new and existing packaging.
The Result
Launched in February 2009, it’s still early days but Wilko is expecting to announce continued growth for its own brand garden range at the end of the key sales period. James Moore, Wilko Own Brand Manager said “Our long standing relationship with Forum means they have an in depth understanding of our business and more importantly our customers. They are a no nonsense organisation with creative designers who take time to understand the brief before putting pen to paper ... to come up with the goods without [unnecessary] cost.”
