Bora
Brand Impact and Product Clarity to a Crowded Shelf
Brand Strategy, Package Design, Merchandising
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 It’s outdated packaging emphasized brand identity but failed to highlight key product benefits.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.
Shoppers struggled to quickly locate the right product due to weak packaging communication and a visually crowded shelf. A uniform “sea of orange” and outdated graphics made products difficult to differentiate, reducing visibility and slowing decision-making.
LW redefined the brand with a stronger visual hierarchy and more impactful shelf presence, creating a clearer and more intuitive shopping experience.
Updated graphics introduced a brighter, more contemporary look, while emphasizing product sizes, features, and key differences to reduce shopper confusion at shelf.
A cohesive, bold branding system unified the product family while establishing clear distinction between items—making the line easier to shop and more compelling at shelf.
