Repositioning a pest control line from dated to shelf-ready, from strategy through production.
Safer® Home, Woodstream’s line of home pest control products, was losing ground: sales were lagging and the packaging looked dated next to the competition. As Graphic Designer on the project, I researched the competitive set, brand awareness, and current packaging trends, then built a presentation of positioning options that I took to the brand manager and, once approved, to the executives. The result was a new identity and packaging system, launched with four products exclusively at The Home Depot in 2021 with a full in-aisle display.
Before
Safer Brand® Home Rebrand
PHASE 1
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I conduct research on the target audience and competitors to gain insights into the market and identify opportunities for differentiation. I was able to define the brand's positioning, messaging, and personality.
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After determining the brand architecture and hierarchy, I create a new logo and visual identity system that reflects the brand strategy and personality.
I selected a color palette, typography, and other design elements that convey the brand's values and differentiate it from competitors.
PHASE 2
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I designed and produced all brand collateral, including brand guidelines, design icons and packaging designs that went to print item description
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I generate buzz and excitement through pitching it to retail buyers. Safer Brand Home launched four products exclusively at The Home depot in 2020 with a full in-aisle display.
PHASE 3
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The brand continues to expand products and can be found in your local The Home Depot, on Amazon, and on the Safer Brand website.
More fun things are in the works now!
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I regularly review and update the brand strategy, identity, and messaging to stay relevant and competitive.
Check Out the Products
3D Product Rendering
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Indoor Insect Conrtol
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Ant, Roach & Spider Killer
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Indoor Fly Trap
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Indoor Fly Trap Refills
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Outdoor Pest Control
Product Messaging Tests
User testing is an important part of the expansion of the Safer Brand. I was able to create six exact renderings of an in isle display unit with different copy on the side so we could efficiently test what engages our consumers.
