IGA Potato Chips Re-Design

IGA POTATO CHIP
RE-DESIGN


Branded packaging designed to bite back at the big brands

As advocates of strong branding guidelines and champions of consistency, it might seem surprising to know that we are also big believers in shaking things up to give brands a competitive advantage. As we’ve noted in other IGA case studies, variety is part of brand strategy, but so is defining that variety. So, when is it okay for a brand to look different?

When it came to IGA’s brand strategy, we developed a three-tiered identity. This approach gives IGA the flexibility to compete on multiple levels from low price to best quality to best-in-class. Value-oriented core items are solidly branded and identifiable. Differentiated items are more stylized to compete in categories where styles vary. Meanwhile, we reserved the custom tier for a select few items where competition is limited, and IGA can present its product as a leader.

As you can see, IGA’s new potato chip packaging is indeed custom. It departs from the kraft background, using bright, bold colors to grab attention and mouth-watering photography to convey flavor and texture. Core elements such as callouts, graphic brush styles, and fonts are present and provide family resemblance. All the IGA products still live under one roof, after all. It just so happens that potato chips are the super outgoing, trendy member of the family.

OUR WORK

IGA Cereal Re-Design

IGA CEREAL
RE-DESIGN


Branded packaging designed to reach different audiences

Audience is an essential part of brand design, and branded packaging is no exception. The IGA shopper was an influential part of our strategy to re-design the IGA proprietary label. That said, brand strategy that lacks flexibility will quickly prove itself worthless. After all, there are oftentimes when a brand needs to reach around its core audience and speak to their kids.

A case in point is IGA’s line of cereal, where the product variety required a design that could appeal to two distinct age groups without losing its connection to the overarching brand. Our strategy was simple: Adult cereals largely follow our “core” brand standards, while kids’ cereals feature a core design with custom elements, such as titles, characters, background illustrations and activity ideas. Who’s ready for some cereal?

OUR WORK

AMES Branding and Packaging

AMES BRANDING
AND PACKAGING


Dated packaging gets a modern, branded new look

Ames’ Research Laboratories is a family-owned business, known for providing the most innovative and environmentally friendly coatings in the world. The challenge that brought Ames to Porchlight was a very universal one. Ames’ product packaging had become dated. While their previous packaging had a certain homegrown quality, it lacked the scientific sophistication and directness that has made the company successful. It also lacked the flexibility and strength needed to represent an expanding product line.

With the new packaging, Porchlight has given Ames a modern, branded look. The new packaging is straight-forward and easy to navigate, just like the company. The redesign process involved a lot of housekeeping and prioritizing. Specifically, we removed all non-essential information from the front of the packaging. Next, we established a cleaner, more consistent brand architecture.

As with any project of this scale, there were many micro projects along the way. These included copywriting consistent descriptions, and taglines. Our team developed a system of simple iconography for application techniques and carried that system into more detailed technical illustrations where needed. Photography was another critical aspect of the new packaging. The custom photography is unique, evocative and illustrative. It completes the brand.

The new packaging features a simplified logo and clear hierarchy of information, reinforced by limited colors and fonts. A visual system for substrates and application techniques makes the most of space. Background imagery is specifically designed to support the hierarchy, quickly and quietly communicating the product’s purpose.

OUR WORK

IGA Popcorn Re-Design

IGA POPCORN
RE-DESIGN


PRODUCT PACKAGING DESIGNED TO POP

Working with a brand, like IGA, which encompasses a variety of products and packages, means thinking big and broad. Not only must the design look good, it also has to be consistent and flexible…at the same time. It’s a challenge to be sure, but not impossible. For our design team, it was a challenge accepted and challenge achieved.

The team spent months researching, exploring, developing, and testing a series of directions. The resulting identity features a consistent panel layout supported by a custom illustration style, complementary graphic elements, and a dynamic color palette. Now, as we shift from creative development to production, we are benefitting from our own efforts. Over and over again, the strength of the design proves itself as it easily adapts to products big and small, round or tall, sparse or crowded.

The packaging for IGA’s popcorn line is a perfect example of versatility in action. The design serves the brand equally across multiple product varieties, including those that feature minimal copy and those with multiple call-outs. 

Porchlight_IGAPopcorn_Header_Illustration

OUR WORK

IGA Bread Packaging

IGA PRIVATE LABEL


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BREATHING NEW LIFE INTO AN ESTABLISHED BRAND THROUGH A PACKAGING RE-DESIGN

Although many people have heard of IGA, few really understand what it is and why it’s such an important part of the grocery economy. IGA is the Independent Grocers Alliance, a group dedicated to supporting and sustaining independent grocers around the world. Since 1926, IGA has been supplying independent grocers with resources to remain competitive amidst the rise of large chains, like Publix, Whole Foods and Kroger. Chief among those resources is the IGA Exclusive Brand of products. Sold only at IGA stores, the IGA brand of products includes everything from cheese, milk and eggs to canned soup, cereal and frozen vegetables. Behind the label is a promise from IGA to buy from local and regional family farms wherever possible.

In 2017, IGA began searching for a partner to help them re-design the packaging for their exclusive label. When the search left IGA unsatisfied, IGA’s new CEO, John Ross, reached out to his old colleague, Greg Corey, to help come up with something quickly that would inspire his Board and IGA National Retailers. Porchlight came through and eventually won the rebrand business outright. Our approach was to embrace the local, fresh promise at the center of IGA’s legacy.

The new brand features farm-fresh elements, beautiful photography and an updated IGA farm illustration. The design brings much needed personality and style to the IGA brand, while remaining true to its heritage.

The design is closely informed by the IGA-branded signage and décor package that Porchlight developed concurrently, which centers around a similar theme, “Local Equals Fresh.” In stores as in the packaging, Porchlight focused on the farm promise, developing an exclusive seal to promote IGA as a family of independent farmers.

BEFORE

BEFORE

AFTER

AFTER

OUR WORK

Knotwood

KNOTWOOD


FULL-SERVICE CREATIVE SOLUTIONS FOR A MARKET-LEADING BUILDING MATERIALS MANUFACTURER

When we talk about working with a wide range of clients, Knotwood provides a great opportunity to go deeper into what we mean by that. As a market leader of wood-alternative building materials, Knotwood has an established brand and a creative team to support it. It’s these otherwise self-sufficient clients that account for some of our largest volumes of work. Often, Porchlight provides a fresh creative approach or a particular service that internal teams need. Other times, we are brought on to take a project, one that an internal team has started, and we run with it. Such was the case with Knotwood.

In 2018, Knotwood joined Omnimax International, a global manufacturer of building products and an existing client of Porchlight. With the transition, the Knotwood identity and nomenclature came into question. Porchlight was brought on to run with and alongside what their own efforts had produced. In the end, the best decision was to keep their existing brand intact. This was a decision we recommended and supported wholeheartedly. After all, good decisions – creative and business decisions alike – are rooted in strategy, and strategy is our inspiration.

Following this identity consultation and exploration, Porchlight became a trusted resource for Knotwood. Porchlight was engaged to provide strategy and artwork for a wide range of projects, from social media and advertising to 3D renderings to support of retail line reviews.

OUR WORK

Hunter Industries

HUNTER INDUSTRIES


PACKAGING RE-DESIGN TO POSITIONING HUNTER AS THE GO-TO SOLUTION FOR RESIDENTIAL IRRIGATION

This was our first time partnering with Hunter Industries and their corporate creative team, so we were eager to get to work. Their HC irrigation product is high-tech and includes features that the competition doesn’t. Our goal was to ensure the features/benefits were clearly portrayed, and the box stood out on the shelf amongst the competition.

We started off making the entire package Hunter’s blue color and isolating the Hunter name to make the brand more prominent. Since this product is a higher price point and at the top of the product lineup, we altered the box structure and added a sleeve/wrap with a special finish to clearly portray it as a premium product. We also created consistent iconography with more descriptive titles to make the whole message more cohesive.

Overall, Hunter’s corporate creative team was extremely pleased with the end result. We provided them with creative which resulted in a much simpler – yet captivating – packaging design that enabled customers to more clearly understand exactly what the product was capable of compared to the competition.

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight completely re-designed Hunter’s HC Wi-Fi Irrigation Controller packaging, giving it a much cleaner look with more prominent and cohesive messaging.

OUR WORK

Iron-Hold Trash Bags

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GETTING A
TOUGH GRIP
ON TRASH


TRASH BAG PACKAGING RE-DESIGN FOR IRON-HOLD

Berry Plastics originally wanted us to get their Iron-Hold trash bags color family consistent, but they quickly added onto that by having us do slight revisions to their opening price point/inexpensive packaging. After seeing what a big difference the slight changes made, they then wanted to see all-new creative.

The main challenge was the overall design was trying to carry more weight than the typical opening price point trash bag. But we didn’t want it to connect with any of the national brand names either. They also did not have any logo or color palette consistency. We ended up doing three versions of three different families of product, with each family organized by color for its gallon size. We did versions that were close to the original and others that were totally new. We also made slight revisions to the logo and even did a full photoshoot so we could have all-new photos to choose from.

In the end, we brought them a consistent, scalable design that should last the test of time. We did everything from in-store research to structure designs to font families and brand standards, which also led to us to doing some of their trade show booths, sales sheets, coupons and digital ads.

Iron-Hold Trash Bags
IronHold Before and After
Iron-Hold Trash Bags Packaging
Trash Bag Photography

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


We successfully designed new packages that exhibited strong, quality trash bags at inexpensive price points.

OUR WORK

Porchlight Holiday 2016

THERE’S NO SUBSTITUTE
FOR CAFFEINE


CREATIVE DEVELOPMENT AND DESIGN FOR THE HOLIDAYS

For our 2016 holiday client gift, Porchlight sent out company-branded tumblers. Inside each tumbler was a morning starter kit to get our clients ready for their day ahead. Each kit included a packet of instant coffee, a stirrer, two creamers, two sugars and a cup description/care instruction card. A perfect start to their morning!

For as much thought that went into what needed to go inside the tumblers, there was even greater attention put on how to package them up and mail them out. We designed a cardboard flip-top box to hold the tumbler, and we put kraft crinkle paper shreddings all around it for protection and to keep it from moving around. We then sealed it with a USPS-approved mailing label designed with the tagline “One sip away from happiness.” When the client opened the top, we had a card adhered to the inside top flap thanking them for a great year and showing each employee’s name and signature.

Safe to say, our clients were thrilled when they received their package. We couldn’t be happier with how everything turned out and are already looking forward to doing our 2017 gift!

THE RESULT


Each year, we strive to surprise and delight our clients. This year was no exception.

OUR WORK

My Mold Detective

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A DIY KIT WITH PROFESSIONAL RESULTS


PACKAGING DESIGN FOR MY MOLD DETECTIVE™ TEST KIT

My Mold Detective challenged us with designing the retail packaging for their new product that would be sold at The Home Depot®. The design would also be used in a point-of-purchase instruction sheet, a website, a brochure and trade show graphics for the original product launch.

The packaging was designed in two parts. First, we had to create a structure that would protect the product during shipment from China. In addition, the structure needed to be opened once it arrived in the U.S. so more items could be added, then repacked and sent to retailers. This required the material to be strong enough for multiple people to open, close and repack without damage.

Second, we had to execute a design that showed/explained the product’s features while educating the consumer on the differences from other mold detection kits that were already available and less expensive. The design needed to highlight its professional-grade pump, reusability and simple mail-in tests that would give results through email. While it was a DIY product, it still needed to relay security, reliability and professional results.

Lastly, we promoted the test kit through digital advertising and created transactional emails to deliver a consistent experience across each communication with system-triggered emails.

My Mold Detective
MMD-Digital-Ad

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Porchlight helped bring this product to life and expand its retail presence from a single outlet to several major stores across the country and online.

OUR WORK

Dynamite

TAKING A BRAND FROM LOCAL TO NATIONAL


BRANDING AND IDENTITY UPDATE FOR DYNAMITE PLANT FOOD

Dynamite Plant Food needed a design partner to help get their brand national exposure. With strong ties to The Home Depot, we were an obvious choice for the packaging design refresh, POP displays, in-store communication, and PR kit.

First, we focused on the product’s bottle. Our team explored different shapes — from off-the-shelf to custom prototypes — before opting for a sleek, ergonomic bottle. We then swapped out the existing wafer-sealed top for a tamper-proof, shrink-sleeve label that wrapped all the way around the bottle. Custom photography featuring colorful plants, flowers, and vegetables was used to make the shrink sleeve pop with life, all the while telling the brand story across multiple products.

After reviving the packaging, we took the lead on creating several outdoor POP displays, before moving on to internal touch points, which included associate communication cards to educate employees on the product line. As part of the launch, we also created a PR kit complete with a 1-pound bottle and full product brochure.

Porchlight-Dynamite-Family
Dynamite Before-and-After
Dynamite Product Launch
Dynamite Plant Food

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


As a result of our design expertise, Dynamite Plant Food moved from the shelves of local shops to those of every Home Depot store across the U.S.

OUR WORK

Veranda

REINFORCING A LASTING PARTNERSHIP


COMPREHENSIVE BRAND REFRESH FOR VERANDA DECKING

As long-time partners, The Home Depot once again approached us with a sizable task: refresh their Veranda brand by creating one design that works across multiple packaging shapes, sizes, and substrates.

Pulling from our extensive retail packaging experience, we developed several concepts – some close to the original design, others radically different. To further support these concepts, our team also created POP elements, like overhead signage and informational brochures. We knew the final design needed to work on a number of packaging types, from extremely vertical to extremely horizontal.

We solved this challenge by creating segments that each design element could live in and by mathematically scaling up and down according to packaging structure. Once these segments were established, our team implemented feature and benefit call-outs, line-art illustrations, and silhouette photography to clearly convey product information.

Veranda Packaging Dieline
Porchlight-Veranda-post-cap-boxes
Veranda Baluster Packaging

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Through our tireless efforts, we successfully refreshed the Veranda brand with a design that manufacturers could easily replicate – all the while strengthening our relationship with The Home Depot.

OUR WORK

Genie

DESIGNING FOR SHELF APPEAL


PACKAGING REFRESH FOR GENIE GARAGE DOOR OPENERS

For over sixty years, Genie has supplied America with security, reliability, and value — and while they’re experts in those three categories, we consider ourselves experts in design and the home improvement sector. Genie partnered with us to help strengthen their shelf presence. We knew our extensive retail experience – both on the floor and behind the scenes – would be a huge asset.

After researching Genie’s merchandise by walking the aisles, we found it difficult to nail down the company’s brand standards and match products to brands. Our eyes were not drawn to one item over another, which proved overwhelming. We needed to streamline their multiple products into one cohesive brand.

We focused our efforts on simplifying the packaging and messaging. We swapped out their confusing color palette for a black-and-white gray scale, accented by red – a color that consumers could easily pick out on the shelf. Our team then distilled the copy into three main callouts: the type of unit, features, and accessories. We further introduced simple iconography to help consumers quickly compare units.

Genie Packaging
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Genie Packaging

BEHIND THE SCENES/

CREATIVE CONCEPTS

THE RESULT


Now, when people walk down the aisle, a bold, distinguishing red-and-black box grabs their attention and immediately pulls their gaze to the brand name, Genie.

OUR WORK