Safeguard is one of the most recognized manufacturers of brands within the ethnic market and has been for many years. Providing not only insecticides solutions, but also household cleaners and general products for daily use. The product line had grown through the years to hundreds of products and the reception of the brands was solid but not impacting. The main issue was that the branding and consistency was missing. The labels looked dated and out of touch with the competition where the lack of branding guidelines showed and was hindering the memory with consumers as it was all fragmented and not visualized as an overall effort by the brand.
The new EPA Standards demanded a certain delineation of the labels in order to comply. All labels were in need of aid in this pursuit. The opportunity was just right to take on the task and solve the issues all at once with the new label designs.
The label designs from the past did not take into account the final technical information about the actual printing process on a product to product basis. There were restrictions and limitations going from being able to print on paper, synthetics, metal and other substrates that created challenges of design, but at the end, gave the design successful solutions while still remaining with a consistent branding value.
The need to update all logos without losing the character of the previous one in use for more than 30 years was imperative, challenging and rewarding in the final analysis. The brand’s recognition with consumers has been a hit, retail buyers saw the label line as a whole and now the brand is having 4/8/12 ft sections planograms being requested by retailers, as they realized the scope of the brand and the solutions that it represented for consumers.
