moving into a modern marketplace
Services: Brand Tone & Voice, Art Direction, Package Design, Collateral Design, Retail Signage, Trade Shows
Founded in 1883, Rutland established itself as a trusted manufacturer of high-quality fireplace/chimney cleaners and accessories. While their products had a solid reputation among the industry and long-time customers, the company needed to adapt to the aggressive Amazon retail landscape. It became evident that the brand’s traditional image was holding it back from capturing a new generation of customers and increasing market share.
Objective: Our mission was to transform this historic brand into a modern, competitive player with a retail-friendly and premium appeal. The goal was to refresh the brand’s identity, redesign the product line, and design a user-friendly digital interface that would help boost the company’s presence and sales in the Amazon marketplace and in big box retailers.
A Comprehensive Brand Overhaul
Brand Repositioning & Visual Identity: We set out to redefine the company’s visual identity, ensuring that it communicated both quality and modernity. We created an iconic brand platform and brand guidelines that honored the company’s rich history while signaling a fresh start. To elevate the brand to premium positioning, we incorporated elegant design elements and refined typography, aiming to appeal to high-end consumers without alienating the brand’s existing customer base.
Product Line Redesign: The company’s original product designs, though functional lacked visual appeal for the modern retail space. We redesign the entire product line, prioritizing modern, retail-friendly aesthetics that would stand out in the competitive retail marketplace. Packaging was also revamped to reflect the premium quality of the products, incorporating eye-catching graphics and clear labeling to improve shelf appeal and online imagery.
Product Catalog & Marketing Collateral: The existing product catalog required a significant update to reflect the new brand image and product designs. We created a comprehensive, visually appealing catalog that highlighted product benefits, technical specifications, and new branding elements. Additionally, we developed engaging, informative sales sheets and infographics to support the sales team and Amazon sales. These materials were designed to inform potential buyers about the products’ unique features and benefits, making it easier for the sales team to communicate value effectively.
Key Takeaways: A carefully planned comprehensive rebranding and repositioning strategy transformed this legacy company into a premium, customer-centric brand well-suited for the competitive digital retail space. Investing in the product design and packaging updates to align with market trends can significantly boost customer perception and sales potential. Ongoing support through optimized sales materials and Amazon content ensures long-term brand success and relevance. Rutland serves as a testament to the power of modern design and digital strategy in revitalizing a historic brand, equipping it to thrive for the next century and beyond.