BLACK
& DECKER VPX
Powering a sub-brand at shelf
We provided Black & Decker with a revolutionary merchandising solution coupled with sleek design upgrades to enhance the impact of their new sub-branded VPX power tools.
WHAT WE DID
Brand Development and Design Merchandising Strategy Structural Design
CHALLENGE
Black & Decker turned to us to help develop innovative, creative merchandising solutions to boost their new VPX power tools sub-brand. The sub-brand had a unique target audience and distribution strategy: It would be focused primarily toward women buying at mass-market retailers. The overall design would need to stand out within the power tool category, but still feel like part of the Black & Decker brand. The look and feel of packaging and on-shelf merchandising would need to highlight the high-tech, upscale, and revolutionary character of the products.
SOLUTION
Trends in the power tool industry point to a demand for lightweight tools with an internal power source, exemplified by what’s found in the Black & Decker VPX line. Market evidence also suggests that consumers would pay a premium price for technologically advanced tools that matched their value perceptions. By offering a user-friendly shopping experience combined with enhanced brand interaction, we could establish consumer relationship as a point of difference at retail. To help push Black & Decker VPX further ahead of the competition, we designed an award-winning, integrated merchandising structure to hold the Black & Decker VPX products. This merchandising solution worked together with sleek packaging graphics to elevate awareness of the VPX brand’s internal power source and to successfully differentiate the brand on shelf. The overall message communicated that the brand is as technologically advanced as it is upscale.
The final solution blended clarity with benefits, underscoring packaging with sophisticated visual appeal.
We employed sleek, upscale design language with the female consumer in mind.
We employed sleek, upscale design language with the female consumer in mind.
Our structural design created a streamlined brand package while reinforcing brand interaction.
Our structural design created a streamlined brand package while reinforcing brand interaction.
Our merchandising strategy spotlighted the ease and portability of the tools and cued sophistication.
Our merchandising strategy spotlighted the ease and portability of the tools and cued sophistication.
Our merchandising strategy spotlighted the ease and portability of the tools and cued sophistication.
Our merchandising strategy spotlighted the ease and portability of the tools and cued sophistication.
Family