Following the success DuPont experienced with marble and granite cleaning products for inside the home, the company wanted to extend its approach to hard surface care outdoors. As Damen Jackson had developed the brand design and packaging for the interior line, DuPont once again approached the agency for assistance.
This new product, Paver Armor Pro, cleans and seals outdoor paver stones used for patios and walkways. Shortly after approaching DJ, DuPont announced that they wanted to launch the line—26 SKUs—at a tradeshow, which was only ten weeks away. The clock was ticking.
Although this new product was an extension of the interior products, a market audit was required because of the shift in the target audience. Where the prior product line was aimed at homeowners, Paver Armor Pro was being launched as a professional product with its sights on contractors, and that market needed a closer look. We reviewed competitive and proximate products, which informed the initial design exploration.
The first step was creating the Paver Armor Pro logo. With the market audit knowledge and an understanding of the company and the product, we created a mark aimed toward the professional market that was representative and exciting.
PACKAGE DESIGN & PACKAGE GRAPHICS
Guided by the client’s go-to-market strategy, the evaluation of the professional market and with knowledge of DuPont’s labeling standards, DJ created new label graphics that positioned DuPont as the leader in outdoor hardscapes cleaning and care.
With the tradeshow rapidly approaching, the creative team at Damen Jackson organized and art directed a product photo shoot that provided original, exciting and attractive imagery that perfectly suited the brand and complimented the package design.
DuPont Paver Armor Pro was successfully launched at the tradeshow, and continues to succeed in the market today.