QEP
Restoring Brand Clarity to Accelerate Retail Growth
Brand Architecture, Tool Detailing, Brand Identity, Package Design
Challenge
Great Stuff, the leading brand in polyurethane sealants, faced aggressive competition in the DIY market. It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.
Solution
LW created a communication strategy to establish that Great Stuff is the top choice for superior project performance. Clearly differentiated eight project-specific formulations, making it easier for DIYers to find the right product. The logo was rotated for stronger brand recognition and to maximize space. The packaging highlighted the new “No Drip Tip,” addressing a key consumer concern. Eye-catching display structures and graphics were designed to create a strong impact at the point of sale.
Over time, the category leader’s brand and product design had become fragmented as new tools and products were added. Inconsistent use of color, packaging, and form diluted brand recognition and reduced overall shelf impact. The lack of a cohesive system made the product line difficult to navigate and limited its ability to compete effectively at retail.
LW developed a cohesive, brand-centric architecture to unify and organize the full product line.
A distinctive visual system was introduced across products and packaging, using a consistent blue and yellow color palette to strengthen recognition and create a more cohesive shelf presence. Product and package design were refined to enhance perceived value and improve usability.
The result was a clearer, more impactful brand at The Home Depot—driving increased retailer confidence, accelerating product launch timelines, and supporting expanded distribution.
