Packaging Design
Using a red box to 6X sales
74% increase in sales
in 4 years
Retail outlets asking for HAWK
Spurred multiple mee-too brands
Background
Unitrade Plus wanted to breathe new life into its line of construction fasteners, HAWK.
Unitrade wanted to
- Increase sales of their fasteners
- Become a household name in the construction industry
The main challenge? Access to hardware outlets.
The sales team faced long negotiation processes in getting hardware stores to stock HAWK on their shelves. Many hardwares flat-out refused.
Thankfully, they were some outlets already. We got to work.
Our strategy.
Our major barrier was getting into retail outlets.
So our strategy was to get customers to visit the outlets and ask for HAWK. Once that began happening, it would make negotiations to enter store shelves much easier. Unlocking greater sales.
Our Research showed
- Fasteners were mainly used — and purchased — by tradesmen
- They worked in teams
- Customers had a habit of carrying products to show what they want to purchase
Here’s what we did
We rebranded and created a bold new box. Made it entirely red. Replaced our existing stock in retail outlets.
The red colour was important because it’s the most visible colour in our colour spectrum. That’s why it’s used on stop signs and stop lights.
The result
A success.
Existing customers bought HAWK products. This would be normal for them.
When it was time to repurchase supplies, team members would elect to carry the HAWK red box — instead of the fasteners — to hardware outlets asking if they sold “these screws”.
Customers inadvertently told retail outlets to stock HAWK products.