Cuprinol: Garden Shades packaging redesign

This case study demonstrates how woodcare brand Cuprinol increased sales by bringing colour and inspiration into a previously very functional market.

Cuprinol: Garden Shades packaging redesign

Springetts

Executive summary

Cuprinol was relaunched in March 2013 and has been a phenomenal success.

By re-framing Cuprinol and the woodcare category from 'wood protection' to 'garden enhancement' we have unlocked the potential of Garden Shades and in turn reinvigorated and brought emotional enagagement to a fading and functional category. The normally boring task of preserving wood with basic wood colours, a problem solution, is now a fun, styling opportunity where you can add colour and brighten up your garden regularly.

Colour has driven the entire brand positioning for Cuprinol, fuelling growth in...

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