Legacy Branding Goldforest Rebranding

DEVCON HOMECase Study

ITW Devcon, the consumer adhesives division

of multinational ITW, was losing retail distribu-

tion due to its failure to maintain a relevant brand

image in a rapidly evolving category. In an initial

consulting engagement, we broke down the

competitive environment and demonstrated that

Devcon’s legacy packaging was hard to read, visu-

ally inconsistent, and overly crowded with details.

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neither relevant nor necessarily true.

Upon our engagement to restage the brand, we

made two key recommendations:

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guish it from Devcon’s professional and commer-

cial line of products.

2) Employ a lifestyle branding strategy, which

would not only be relevant to real people with

real repair problems, but would also be unique in

the adhesives category.

DEVCON HOMEPackage Design Strategy

Color cues to differentiate subcategories and brief, impactful copy points were critical to the success of this new

system. To help our client economize on tooling costs, we adapted our design the existing dielines.

DEVCON HOMESlogan: For Everything Worth Fixing

We designed a packaging system built around lifestyle photography that shows real people interacting positively as they use the product.

The slogan “For Everything Worth Fixing” responds to consumers’ preference for repair over repurchase in this challenged economy; it also

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DEVCON HOMEStandards Manual

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we turned the project over to the client with a

standards manual that would allow them to main-

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GOLDFOREST

We are a communications consultancy

specializing in Product, Corporate and

Retail Identity, Package Design and

Brand Communications. Established in

1989, we have a proud history of

brand-building success.

If you’re thinking about a new brand, a

re-brand, an extension or a new package

con!guration, please give Michael David Gold,

Goldforest principal, a call!

(954) 929-7790