PROJECT: Fresh new look for Renapur’s leather and fabric care and protection range.
Having worked with the Renapur group for over 14 years, they came to us to work with them on the update of the identity of their famous leather and fabric care products. The existing range had been extended and adjusted over the years with no overall consistency and although the product was fabulous the product packaging graphics were admittedly less so.
The original range was sold via live events, demonstrations and outdoor shows; the customer being impressed by the product’s efficacy rather than its look. However, with sales expanding into the online world, the necessity for secondary packaging in the form of cartons meant that it was soon essential to consider a complete overhaul of the brand’s packaging.
Ranging from the brand’s hero leather balsam product to fabric protector sprays the product types ranged from pots to pump spray bottles, all requiring some level of labelling and all needing an outer carton.
CONCEPT DEVELOPMENT
With the brand now being well established and with an excellent reputation, the necessity to ‘shout’ was reduced and an opportunity for the products to feel less functional/industrial and more premium.
With a strong following from the equestrian market and other more ‘outdoor life’ users the initial design concepts pulled heavily on the Land Rover, Barbour jacket look, featuring traditional fabric patterns and colouration.
Other concepts were deliberately more modern to appeal to younger, less ‘outdoors-y’ types and relied more on displaying the proven features and benefits from using the products rather than tuning into a particular lifestyle.
Through a series of concept development stages and discussions on colour, print finishes and background pattern a direction was approved.
PRODUCTION CONSIDERATIONS
As the product packaging had a variety of print requirements (some being screenprinted, some labelled and some a mixture of both) the identity ultimately had to work in just one colour in order to allow it to feature simply and consistently across all of the products.
Various colour options were considered for both the new logo ‘badge’ and the background before settling on a timeless and very traditional ‘British Racing Green’ colour.
With limitations on the amount of ink coverage and a deliberate choice by the client to maintain a high level of overall whiteness (the original packaging was mainly white) the use of colour was limited to a vertical band of colour through the centre of each product. The same colour band running up and over the top of the cartons.
THE NEW LOGO
The new logo is reminiscent of an engraved plaque with rivetted corner details and bevelled edges and conveys the brand’s heritage and quality.
The badge format of the new logo allows it to be placed over any background, particularly useful when creating online content where busy backgrounds are popular.
Some smaller products that could only be screenprinted required a further simplified version of the logo to be created in order for it to be reproduceable.
ON-LINE RETAIL IMAGERY
To support the launch of the new-look Protector Spray product we have also updated the graphics we created previously for the brand.
The new images now feature the signature green colour and included imagery of the new product and explain the product’s features.
FROM THE CLIENT:
Paul has worked with us across all four of our brands, supporting us in very different markets from health and pet care through to household and skincare. No matter the brief, he takes the time to really understand the brand, the products, and our vision, which always comes through in the high-quality, modern designs he delivers.
What sets Paul apart is the way he collaborates—he feels like part of the team. He combines creative expertise with an ability to listen and interpret exactly what we’re aiming for. The highest praise I can give him is that not only does he create outstanding work, he makes the whole process easy and enjoyable.NICK WATT | RENAPUR GROUP
We have currently updated over 10 products in the range and the new look products are beginning to filter into the the brand’s online store at www.renapur.com
Another project of ours for Renapur was for their Odour Eliminator product .
