Evolving the packaging for the Jenolite rust removing range
Jenolite is the original rust treatment product, launched in 1939. New ‘look alike’ competitors had entered the market putting pressure on sales. A benchmarking review indicated that the time was right to update the packaging. The focus of the brief was to improve differentiation between products, whilst retaining the appeal of the much-loved original.
Strategic Start Points
- Work with the current Jenolite brand logo
- Retain the current bottle shapes
- Work with the existing label dimensions
- Ensure the required Health and safety compliance was included on every label
Branding Deliverables
Create a consistent brand hierarchy of communication for every Jenolite product label. The key elements on every label are:
- Jenolite brand name
- Product name
- Features and benefits
- Jenolite stamp of reassurance
How we worked with Jenolite
Jenolite label designs
- Benchmarking and competitor review
- Creative brief
- Concept sketchbook
- Label hierarchy of communication
- Label concepts
- Design development and detailing
- Artwork
Brochure design
- Creative brief
- Concept sketchbook
- Design development and detailing
- Artwork
Creative collaboration
- Sales consultant
- Copywriter
- Photographer
Brand Revitalisation Result
- New look labels with clear communication of Jenolite features and benefits
- New brochure to aid product sell-in to new stockists
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