Packaging Digest

Sports equipment manufacturer Speedo has completed a revitalized brand strategy and created new packaging.

Faced with decent brand awareness but a dated image, Speedo hired brand design firm Sandstrom Partners to reposition its brand to compete in the contemporary sports-equipment market, with brand-packaging consistency across product ranges to provide a more unified retail shopping experience. The company's retail presence had become fractured and confusing, with multiple product tiers sold through numerous retail channels, each demanding its own Speedo.

"We re-categorized the product lines by distinct consumer groups while providing a consistent visual and verbal brand block at retail," says Jack Peterson, president of Sandstrom. "The results were instant—retailers universally embraced the new packaging system."

Source: Sandstrom Partners