TRANSFORMING AN INDUSTRIAL PRODUCT FOR THE CONSUMER MARKET
I led the retail repositioning and packaging development for Atlas Graham's HandyScrub, transforming an established industrial cleaning product into a consumer-ready offering for the retail hardware and home improvement market. The project combined consumer marketing, product positioning, packaging strategy, content development and sales enablement, requiring the product to be repositioned for a new audience while meeting practical retail, production and regulatory requirements.
THE OPPORTUNITY
HandyScrub was an established cleaning product that had previously been sold in basic plastic wrapping primarily within industrial markets. Moving the product into retail created an opportunity to reach a much broader consumer audience, including DIY enthusiasts and home improvement shoppers. The challenge was to make the product immediately understandable and appealing to consumers while clearly communicating its key benefits and applications. This required more than simply redesigning the packaging. The product needed a new consumer-facing presentation and visual identity.
THE STRATEGY
I developed a retail packaging approach designed to communicate the product's key benefits quickly and clearly at the point of purchase. The packaging needed to answer the questions a consumer might have when encountering the product on a retail shelf:
• What is it?
• What can I use it for?
• Why is it different?
• Why should I choose it?
• What can I use it for?
• Why is it different?
• Why should I choose it?
The design therefore focused on clear product positioning, strong visual hierarchy and concise benefit-led messaging.
FROM INDUSTRIAL TO CONSUMER
One of the key aspects of the project was adapting the product's presentation from an industrial environment to a consumer retail setting. The new packaging introduced a more contemporary visual identity designed to appeal to homeowners, DIY customers and shoppers browsing home improvement products. This allowed HandyScrub to move from being presented primarily as an industrial cleaning tool to being positioned as a versatile consumer product with clear household and DIY applications.
PACKAGING DEVELOPMENT
The packaging went through multiple design iterations to balance retail presentation, production cost and product communication. The final design was developed to stand out in a competitive retail environment while providing customers with the information needed to understand the product and its applications.
The packaging also incorporated English and French messaging to meet Canadian legal requirements. This required the creative solution to accommodate additional information without compromising the visual hierarchy or customer experience.
SALES ENABLEMENT
The retail packaging was supported by additional marketing materials designed to help the sales team secure retail placements. I developed sell sheets and supporting sales collateral that communicated the product's positioning and benefits to prospective retail accounts. This connected the consumer-facing packaging with the B2B sales process behind the retail launch. The packaging attracted and informed the eventual consumer, while the sales materials helped the team present the product to retailers.
MY ROLE
RETAIL MARKETING
Helped develop the consumer-facing positioning for the retail launch.
Helped develop the consumer-facing positioning for the retail launch.
B2B-TO-B2C MARKETING
Helped transition an established industrial product into a consumer retail environment.
Helped transition an established industrial product into a consumer retail environment.
PRODUCT POSITIONING
Defined how the product's benefits and applications should be communicated to a new audience.
Defined how the product's benefits and applications should be communicated to a new audience.
PACKAGING STRATEGY
Developed the retail packaging and information hierarchy.
Developed the retail packaging and information hierarchy.
CREATIVE DIRECTION
Led the overall visual direction and design development.
Led the overall visual direction and design development.
CONTENT DEVELOPMENT
Created and structured product messaging and supporting content.
Created and structured product messaging and supporting content.
SALES ENABLEMENT
Developed sell sheets and collateral to support retail account acquisition.
Developed sell sheets and collateral to support retail account acquisition.
PRODUCTION MANAGEMENT
Managed design iterations, production requirements and packaging considerations.
Managed design iterations, production requirements and packaging considerations.
BUDGET MANAGEMENT
Balanced creative requirements with cost-efficiency objectives.
Balanced creative requirements with cost-efficiency objectives.
THE OUTCOME
The project transformed HandyScrub from a basic industrially packaged product into a retail-ready consumer offering, providing Atlas Graham with a stronger platform for entering the consumer market. The new packaging created a more contemporary and accessible presentation while clearly communicating product benefits and applications. Supporting sell sheets gave the sales team additional tools to present the product to major retail accounts and pursue in-store placement.
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