Binney & Smith

Sector
Retail Product Packaging

Objective
Re-brand and develop a consistent packaging architecture

Distinctive outcome(s)
A complete solution that eliminates inconsistencies of the brand’s innovative product collection whilst preserving their heritage for all European markets

Can’t see the pencils for the pens? Not at Creative Company. Aside from our creativity, our job is to see what often others miss. For Binney & Smith and their Crayola brand, the task was enormous and yet quite straightforward at the same time…

Since its inception in 1903, the Crayola brand has grown into one of the most respected and recognizable brands in the consumer marketplace. With an underlying task of solving the packaging architecture, key points for our team to consider included:

• The preservation of the 100-year brand heritage
• A total overhaul and update of the brand
• An understanding of each product’s standing in the marketplace, with most being multi-million pound revenue generators.
• The need to include pan European multi-lingual descriptors of the products and various features and benefits (they are packaged in 12 languages, including: English, French, Dutch, German, Italian, Spanish and Portuguese)
• The fixing of numerous brand inconsistencies across a range of a hundred plus products

Using modular processes, we’ve delivered a complete solution that not only eliminates the inconsistencies, but also demonstrates the brand’s innovative product collection whilst preserving their heritage for all European markets.

Our packaging expertise has been utilised in several consumer markets including Thompson Morgan, Tarmac, and Petlife International. If you would like to discuss the presentation of your products call our MD, Lyndon Hackett (lyndon@cco.co.uk) on 01473 836999.