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.
