With a product assortment that had grown exponentially, Staples private label was in need of a new package design system. On the surface, the goal was obvious: modernize an outdate packaging system. Diving deeper revealed a product brand that had become highly fragmented and confusing for customers to shop.
The Challenge: Value = Price + Quality
Customers expect every house brand to provide a better value than national brands. Data indicated that Staples’ customers trusted the retailer to deliver quality products but were confused about how to evaluate the value of any individual item. There was little design consistency between Staples products within a category, and none from one category to the next.
How does a house brand stretch across multiple categories, provide clarity to customers, and compete with national brands while maintaining its integrity?
- Elevate Staples brand presence throughout the retail environment.
- Improve shopping experience for customers.
- Maintain overall packaging costs.
The design system established a level of consistency across every Staples Brand Product while designating specific opportunities for customization within a specific product category.
To simplify the visual presentation, every product category was grouped into one of three super-categories: Office Supplies, Technology, and Furniture. Using Staples brand as a foundation, each super-category was assigned a set of unique attributes that described a personality and graphic style. As a result, Staples Brand Products become much easier to spot throughout the store.
One of the biggest challenges of this assignment was to clarify good, better, and best products within the entire product assortment. Our solution was to develop a “quality matrix” which established packaging standards for good, better, best; regardless of the super-category a product sat in. The quality matrix provides definitions of each level and guidelines for color palette, nomenclature, product image, packaging materials, finish, and form factor. This enabled customers to quickly assess the relative value of any given product.
In follow-up research, 83% of customers indicated they thought the new packaging contained a higher quality product than the old packaging. We saw a parallel increase in positive word association with Staples brand products. 77% of customers were able to correctly rank the packaging in the good/better/best progression, and were better able to identify the product they wanted. This significantly improved their shopping experience.
- Brand Strategy
- Package Design
- Product Logos
- Brand Guide
- Creative Direction & Design Implementation