A new package design for Empack Spraytech’s emzone line of automotive appearance and maintenance products has caused a “spike in engagement” across all of the company’s social media sites, as well as strong repeat sales. Moving from trade channel sales only to the addition of retail distribution, Brampton, ON, Canada-based Empack redesigned its aerosol packaging—described by Director of Sales & Marketing Cameron Brown as “very generic looking”—to communicate the products’ quality and performance, and distinguish it on shelf from other offerings in the category.
“From our research, we found many competitors had a standard design, layout, and look for all of their items, making it difficult to distinguish one product from another,” says Brown. “Our objective was to create a design that would strongly differentiate us from the competition and stand out at retail.”
The design process involved collaboration between Empack and a proprietary outside designer and initially involved a change in the structure of the aerosol can used for the company’s 23 SKUs. The original design consisted of a straight-wall steel can; the new structure is a round-shouldered aerosol from DS Containers. A change was also made in the label format from a pressure-sensitive label to a full-body shrink sleeve. Says Brown, “This, combined with a new graphic design, has resulted in an exciting new look for the emzone auto care product line.”
