January 15, 2013

Featured Project: Ralyn Shoe Care rebranding

Filed under: Featured Design Project — Tags: , , , , , — lidia @ 11:55 am

Justin Blair & Company’s Ralyn Shoe Care had a problem: the line didn’t have a unified look or branding. I worked with them to rebrand Ralyn and position it as a complete shoe care program from a company that values quality and experience.

Challenges

  • Creating a brand that appeals to the customer (shoe care stores, department stores) as well as the end user
  • Integrating the branding into multiple packaging types and orientations
  • Working with multiple vendors with varying artwork requirements
  • Designing for multiple color spaces and achieving color match on myriad substrate types, ranging from aerosol cans to paper boxes
  • Creating innovative solutions for budgetary restrictions

Our solutions

We developed new packaging designs that unified the brand and emphasized the company’s shoe care experience. Each category was color-coded (i.e. leather care, suede care) for the end user’s benefit.

We also created a brand standards manual to assure brand unity when Justin Blair & Company is developing future products.

How did we do?

Overall, the product line has experienced a large increase in interest and sales, with some customers purchasing products they’ve never bought before. In fact, the Ralyn Suede Care Kit (shown above at right) experienced a huge jump in sales, with 2-week totals exceeding the previous year’s totals.