As the art and design manager for Velcro USA, I supervised two other graphic designers in completely redesigning the packaging for over 200 products.
In the decades preceding this design approach, various products were allowed to have drastically different designs, resulting in a watering down of the VELCRO® brand.
The new approach allows for sub-brands while emphasizing the overall VELCRO® brand. The system has a modular approach so that it includes many different package shapes and multiple language options.
It successfully allowed the company to maintain or increase its shelf space in nearly all retailers where a new, competing brand had sought to replace it.
Velcro USA, Inc.
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