ST. LOUIS...TricorBraun won an American Packaging Design Award for its redesign of the venerable Elmer's Glue squeeze bottle.
Through the years, competing glues appeared on the retailers' shelves next to the Elmer's display. The competitors' glues were the same color, were packaged in the same stock transparent squeeze bottle and had the same color label-only the visual knock-offs cost less, and Elmer's sales became flat.
David Snyder, TricorBraun design director, explained the design strategy for changing the Elmer's package.
"Tradition has its place, but Elmer's needed a face lift and a new brand identity for its packaging. We decided shape and color were the way to help punch up the brand on the shelf.
"We considered the package's shape first. We decided to use an offset neck, which changes the appearance and helps with its application. We provided the 'top deck' for the bottle with a slanted face. When the new bottles are collectively aligned with other Elmer's bottles, they create their own POP display.
"All Elmer's competitors used natural polyethylene, and to overcome the color-sameness, we decided to give the new design an added punch by using the Elmer's blue as the base color for a new shrink-sleeve label."
The American Packaging Design Award is presented by Graphic Design USA, a design magazine that has conducted national design competitions for almost 40 years. The award won by TricorBraun was for packaging, point of purchase and in-store graphics.
TricorBraun is one of the world's leading suppliers of packaging, and it has 32 offices in the United States, Canada and Asia.
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