CRC
Built on Heritage, Designed for Global Growth
Brand Strategy, Brand Identity, Package Design, POP Structure & Graphics
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 It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.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.
As CRC expanded into increasingly competitive global markets, its brand identity and packaging needed to evolve. The challenge was to modernize the brand’s look and communication while preserving the trust and equity built over 50 years of performance and reliability.
LW refined and strengthened the existing identity by strategically evolving key logo elements to enhance perceptions of quality and authority.
A more open, structured design approach—paired with stronger typography and a repositioned globe—created greater visual impact while maintaining the familiarity trusted by long-time customers.
New packaging templates were developed to ensure consistent, effective communication and improved shelf presence across the full product line.
Comprehensive brand standards were established to guide cohesive, scalable implementation across the entire portfolio.
