HELPING A B2B MANUFACTURER ENTER THE RETAIL MARKET
I led the product branding and packaging development for Atlas Graham's entry into the retail hardware market, creating packaging for a new line of push brooms targeting both professional and consumer customers. The project required more than packaging design. I helped establish how the products would be positioned, differentiated and presented at retail, developing two product tiers and creating packaging that made it easier for customers to understand which broom was right for their needs.
THE OPPORTUNITY
Atlas Graham was expanding beyond its traditional market and moving into retail hardware, creating an opportunity to introduce its products to a broader customer base. The challenge was to translate a professional product offering into packaging that could compete for attention in a crowded retail environment while making the product selection process straightforward for consumers. The range included two distinct product tiers:
PROFESSIONAL BROOMS
Pre-assembled products designed for more demanding applications.
Pre-assembled products designed for more demanding applications.
ACCESSIBLE BROOMS
Clipped broom products positioned at a more accessible price point for consumer use.
Clipped broom products positioned at a more accessible price point for consumer use.
The packaging needed to communicate these differences immediately.
THE RETAIL STRATEGY
I developed a packaging approach that used visual differentiation, concise messaging and product-specific imageryto help customers understand the range at a glance. Each product sleeve had its own die-line and visual treatment, allowing the packaging to communicate the intended application and differentiate the products while maintaining a consistent overall brand identity.
The messaging focused on practical customer needs, including the type of surface and application the broom was designed for. This helped simplify the purchase decision for customers choosing between products in-store.
CUSTOMER EXPERIENCE
Because customers would often encounter the products without a salesperson present, the packaging needed to function as a sales tool at the point of purchase. The design communicated key information through:
• Product differentiation
• Application-specific messaging
• Clear visual hierarchy
• Product imagery
• Performance-focused information
• Consistent branding
• Application-specific messaging
• Clear visual hierarchy
• Product imagery
• Performance-focused information
• Consistent branding
The objective was to help customers quickly answer a simple question:
Which broom is right for my application?
This approach reduced the reliance on technical knowledge and allowed the packaging itself to guide the purchase decision.
This approach reduced the reliance on technical knowledge and allowed the packaging itself to guide the purchase decision.
PRODUCT BRANDING
The packaging also established a visual identity for the push broom range within Atlas Graham's broader product portfolio. While the products served different audiences and applications, the packaging maintained a consistent brand presence while allowing individual products to stand apart on the shelf. This balance between brand consistency and product differentiation was particularly important as Atlas Graham expanded into a new retail environment.
PRODUCTION & SUPPLIER MANAGEMENT
I managed the project through production, including coordination with packaging suppliers and the development of the individual die-lines required for each product. The packaging needed to balance creative requirements with practical considerations around:
• Print production
• Packaging construction
• Supplier requirements
• Product presentation
• Cost
• Retail visibility
• Packaging construction
• Supplier requirements
• Product presentation
• Cost
• Retail visibility
I also managed the associated budget and coordinated the production process to ensure the final packaging met both the creative and commercial requirements.
RETAIL MARKETING
The packaging was supported through distributor and retailer marketing materials, extending the product presentation beyond the physical shelf. I also managed media placement and ensured the creative remained consistent across the supporting marketing materials. This created a more cohesive retail launch rather than treating the packaging as an isolated design project.
MY ROLE
RETAIL MARKETING
Helped develop the positioning and presentation of a new product range entering the retail market.
Helped develop the positioning and presentation of a new product range entering the retail market.
PRODUCT MARKETING
Defined how different product tiers and applications should be communicated to customers.
Defined how different product tiers and applications should be communicated to customers.
PACKAGING STRATEGY
Developed packaging designed to guide customer selection at the point of purchase.
Developed packaging designed to guide customer selection at the point of purchase.
CREATIVE DIRECTION
Led the overall visual concept and development.
Led the overall visual concept and development.
CONTENT DEVELOPMENT
Created and structured product messaging and supporting information.
Created and structured product messaging and supporting information.
BRAND MANAGEMENT
Maintained consistency across the product range and wider Atlas Graham brand.
Maintained consistency across the product range and wider Atlas Graham brand.
PRODUCTION MANAGEMENT
Coordinated suppliers, packaging requirements and production.
Coordinated suppliers, packaging requirements and production.
BUDGET MANAGEMENT
Managed the project budget and associated production requirements.
Managed the project budget and associated production requirements.
THE OUTCOME
The packaging provided Atlas Graham with a retail-ready presentation for its expansion into the hardware market, giving the new push broom range a clear and differentiated presence on the shelf. The product-specific packaging helped customers understand the differences between product tiers and applications, while maintaining a consistent Atlas Graham brand identity.
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