Image Credit : In House photography
Project Overview
Selleys needed to address their ‘Repair & Create’ adhesive range that had become fragmented over time. The range consisted of 7 sub-brands, including over 80 SKUs.
Project Commissioner
Project Creator
Team
Tara Power - Strategic Lead
Steve Rischmiller - Creative Director
Nicola Richards - Senior Account Manager
Marcia Clapson - Account Manager
Greg Boulting - Design Director
Kaushik Badarinarayana - Designer
Fil Molitor - Artworker
Project Brief
Selleys needed to re-engage their consumer in a confusing and cluttered ‘Repair & Create’ category. Their primary retail challenge was Bunnings, they wanted not only to be leaders in the category but to change how the category was shopped.
Project Innovation/Need
It was key for Anthem to find a position to leverage this category for Selleys, to ensure they had some solid ground to stand on in a cluttered environment. To do this, Anthem completed in-depth global and local audits inside and outside of the category to support our strategic rationale.
In working through this process, we challenged the client on what Selleys stood for. Consumers needed to re-engage with the Selleys master brand as well as the sub-brands. Over time, sub-brands had fragmented their own Selleys master brand story.
It was key for consumers and shoppers to fall back in love with Selleys again.
Design Challenge
Post the audit process, Anthem worked with Selleys to define a consumer framework for the ‘Repair & Create’ category. The framework grouped these ranges together into an architecture that consumers could easily navigate through.
Naming exercises and colour way exploration was an integral part of the design challenge to ensure the consumer framework was translated effectively onto the core ranges. Each of the 7 sub-brands within the range needed to visually connect with the consumer framework pillar, as well as maintain consistency across the complete 'Repair & Create' range.
Anthem’s challenge was to also research, locate and create unique imagery to be applied across the ranges. The imagery selected not only needed to talk to the specific range/product task, but also appeal to a broad range of consumers and shoppers.
Effectiveness
The chosen creative enabled the Selleys packs to speak to task. It created a brand that met the challenge and reinforced the master brand premise ‘If it’s Selleys, it works’. Each pillar of the consumer framework was represented through bold use of colour, and a visual representation of a ‘task’ that was unique to each of the product variants.
Strong shelf stand out with a consistent master brand ensured our consumers ‘fell in love’ again with the Selleys brand. A range was created that met the challenges of all ‘task led’ DIY repairs.
Results: sales increased across the complete range by 6% during the first 3 months. Sales increased across one core range (Araldite) by 16% within the first 3 months.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to:
- clarity of communication and the matching information style to audience;
- the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements;
- the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and
- the relationship to the anatomy of the structural design.
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