Instrumental in the relaunch of the Tower brand in 2014, our creative helped convert sales from £1m to £25m by 2016. On the back of this success we were asked to give the packaging a full makeover and provide a cohesive design approach across all sub-ranges.
Following extensive market research, we developed a brand strategy that consolidated over 15 sub-ranges into 3 clear good/better/best ranges to compete at suitable price points. We designed these styles to be cost-effective to produce, whilst maintaining category-leading visuals within their respective market sector.
In a price range dominated by low cost cut-out photography and loud packaging designs, the new Tower packaging stands out from the crowd. Our efficient in-house workflow allows us to produce lifestyle photography that competes at a similar price point whilst offering a more sophisticated style.
Heavy competition exists in this market, with more investment into photography and higher quality sales messages that appeal to different lifestyle ideals. We placed a strong focus on key benefits of the products; with particular emphasis on healthy living and Tower's non-stick coating innovations. We paired the clean packaging style with aspirational lifestyle photography.
The top tier packaging is reserved for Tower's luxury ranges. Each shot is carefully planned and edited, and the packaging is refined with smaller sales features. The high-end products are sold on a track record of quality, and will only be available through major reputable retailers.
The new packaging enjoyed a successful launch, receiving universal praise from B2B customers and greatly improving the existing brand image.