laga | One80 Design > Client Impact

Challenge:

Crayola asked us to help communicate brand quality and imagery in more compelling package structures that clearly distinguish their products at the point of sale and offer new in-home utility.

Approach:

Our research with consumers at the point of sale showed that Crayola competitors work hard to undermine the brand by replicating key package equity components and employing structures that are more captivating for kids. Our ethnographic work proved that the branding also suffers in home, when mom discards the packaging in favor of durable containers.

Results:

We designed the "Easy Select", "Colorwave" and "Trayola" containers to make sure kids and moms know that Crayola products are the highest quality, the most fun and the easiest to store. Now, when shoppers walk the aisle, they will begin to see Crayola products for what they are: Superior quality creative tools that are enticing to buy and thrilling to use. The competition has nowhere to hide.

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