February 6, 2013

Client Stories: Justin Blair & Company

Filed under: Client Stories — Tags: , , , , — lidia @ 12:55 pm

Client StoriesJustin Blair & Company is a Chicago-based manufacturer and distributor of foot and shoe care products. Their saying is “you use our products almost every day, but don’t know us.” They supply all the national shoe departments (Macy’s, Nordstrom, Nine West, Skechers, Steve Madden, etc.) with their shoe supplies such as shoe polish, foot measuring devices, tongue pads and disposable foot socks. They also market footwear and foot care products to independent pharmacies, DME’s, Orthotic & Prosthetic labs and Podiatrists.

Designs created for Justin Blair & Co.

Justin Bearak is the Chief Operating Officer of this family business supplying foot and shoe care supplies to multiple markets. Justin and I met through a mutual friend and started working together shortly after. We have collaborated on many projects for Justin Blair & Company, including the recent rebranding of their Ralyn shoe care (click to read a blog post about that project).

Justin Bearak of Justin Blair & Company

Tell us a little about your business.

The Bearak family has been servicing the shoe care industry for over 40 years.  Presently, we are the #1 shoe care supply vendor to the industry with high customers such as Macy’s and Nordstrom.  We also have a regional distribution business marketing comfort footwear and foot care products to “medical” style businesses. Recently we entered the health & beauty industry with our NightCare brand of foot beauty products such as our Gel Moisturizing Socks and Intensive Healing Foot Cream (shown above at right).

What do you love best about your job?

Every day is a different day. Because we are small I get to do many different functions that most people don’t get to experience. From designing marketing pieces to human resources, my daily schedule is always unique. Tying this all together is the fact that what I may do today can be almost immediately measured as an impact on the business.

How has your past work experience influenced your current career?

Coming from an engineering/manufacturer career definitely has provided some knowledge that has helped improve and enhance our warehouse activities. I also have learned what large companies do that suppress the ability to get things done, so I strive everyday to ensure that those environments don’t appear at Justin Blair & Company.

What do you like best about working with Lidia Varesco Design?

Lidia is truly a great partner to our business. We have worked on many different product designs and marketing efforts. Her attention to detail makes all the difference.

What is your favorite project that we’ve worked on together?

Our foot comfort line of fitting aids (pictured above at left) is my favorite. Lidia truly understands what we were looking for in the new packaging design. What’s even better is that this product line has experience great success as a result of her designs.

Editor’s note: the Justin Blair NightCare Foot Comfort line was also featured in The Big Book of Packaging, a book featuring examples of successful packaging designs.

Learn more:

Justin Blair & Company

Chicago, Illinois
www.justinblairco.com
Facebook: nightcareproducts

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.