FULL RANGE ACCEPTED BY CASTORAMA ACROSS EUROPE
Although Norton was an established brand in the DIY market in France, it wasn’t known throughout the rest of Europe. The challenge was to create a range of sanding products that empathised with lifestyle values, with a more feminine approach. We took our inspiration from the paint market where brands were already using lifestyle imagery to communicate their products, speciality and appeal to different types of consumer; they are male and female, relatively practiced DIYers, interested in re-decorating their home to the highest possible standards. The packaging was colour coded and used text (in 3 languages) and imagery to communicate the benefits and application. Ranges and grits were colour coded. Background images reflected the range and application images showed the product differentiation. A range of accessory products were also created with kits and refills. We designed bespoke packaging using minimum glue and recycled and sustainable board.
The project included: Consumer research, Competitive audit, Packaging design.