Cramer Active Ankle Packaging

The Challenge

Facing shrinking retail space and demanding SKU consolidation from large retailers, Cramer Sports Medicine asked Lundmark to initiate a packaging redesign for the Active Ankle product line to elevate the brand as a leader in the category..

The Insight

The category is extremely congested and very confusing with a wide variety of product offerings. There are several brands with busy packaging leaving the average consumer confused and frustrated.

The Solution

Lundmark studied the retail environment and analyzed the competition. After concluding the category often gets placed in dark corners of the stores, we realized the packaging must be bright and clean. We also simplified the benefits and features messaging, incorporated a support level system and enhanced the Active Ankle brand.

The Result

The new packaging replaced the old packaging at major retailers across the country. Within six months on the market, sales increased by double digits.