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...