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Fellowes, Inc. is a global manufacturer and marketer of Binding, Laminating and Shredding business machines, records storage solutions and technology accessories.
Objective: The brief was to create a completely new global packaging range for the newly designed binding and laminating machines and existing consumables that would clearly communicate key features and benefits in up to nine languages with worldwide appeal. The entire product range had to be launched within just 12 months of the initial client briefing in order to take advantage of a market opportunity created by two main competitors distracted by a merger.
Solution: Inspired by the softer curvaceous lines of the new machines, we incorporated these three-dimensional shapes and forms into the tops of the packs. We also introduced a clear colour distinction between the binding (green) and laminating (blue) product lines, along with resonant names for each machine to replace the old model numbers. These design principles combined with crisp product photography; the introduction of user ‘lifestyle’ images; clear, universal ‘features and benefits’ iconography; and simple hierarchical messages and typography - all led ultimately to an extremely successful global product range.
Effective: The Fellowes B&L range was greeted with unanimous acclaim by the sales teams, distributors and end-users alike. The design quality and aesthetic appeal of the machines, combined with highly effective packaging across the entire range of machines and consumables, resulted in a 48% global sales increase (April 2007 – March 2008). Since launch, more than one million new machines have now been sold worldwide.
The new packaging design was recognised by the Design Business Association (DBA), winning two Design Effectiveness Awards including a category Gold and the special International Export award for “The most effective piece of work undertaken by a British business for an overseas client”. Read more
“Working with Shoal allowed my team to translate ideas into reality. We knew conceptually where we wanted to be in the market but Shoal enabled us to think through our options clearly; bring ’what if?’ ideas to the table; and make an informed choice. The success of the project was not only reflected by an impressive haul of awards but also by the consumer and distributor reaction to the finished planogram – much more than the sum of its parts and testament to the creative skill and intelligent thinking of the Shoal team”.
Hugh Darcy
Global Marketing Director B&L, Fellowes, Inc.
