Color Scents – Brand Repositioning
Berry Plastics was concerned that competitors may begin to produce scented products and erode market share of their Ruffies Color Scents line. Lundmark was engaged to proactively reposition the brand prior to competitors entering the marketplace.
Lundmark developed a new logo, brand style and corresponding packaging that focused on the Color Scents name, while still making reference to the Ruffies Brand. The logo and packaging portrayed a clean and elegant product while artfully communicating the fragrance.
The Color Scents re-brand, which elevated the appearance of the product and connection to the corresponding price point, was viewed as a tremendous success. Retail sales increased almost immediately and more shelf space was awarded for additional scent varieties.