Case Study: Kichler Lighting Packaging
Client: Lowe’s and Kichler Lighting
My Role: Creative Manger, Senior Graphic Designer
Timeframe: Two design projects over the course of six years
Scope of Work: Art Direction | Packaging Design | Graphic Design | Brand Guidelines
Kichler Lighting partnered to sell their product in Lowe’s stores within branded packaging. The goal was to create packaging for the Kichler brand in coordination with Kichler bringing new on-trend products to the store. Kichler Lighting is an industry leader in decorative lighting trends and products.
For the initial packaging design, I began a competitive analysis of the current landscape within Lowe’s stores, as well as trend research within the retail environment across big box retailers. I thought about how to draw customers in and create packaging that would also stand out on the shelf against many bays of other packaging designs in beige and white.
I created the packaging design background with a light blue color to complement the medium blue color used in the Kichler logo, along with practical considerations of label substrate and finishes that would protect the packaging in this specific retail setting. Decorative, ceiling fan, outdoor, landscape and lighting systems products were all considered within this project.
I presented concepts alongside the Kichler Team as well as collaborated with Kichler executives and the Lowe’s merchandising team to develop the packaging design. I provided on-shelf renderings and then the team produced full-scale packaging mock-ups for review. This was a rewarding project to work directly with the Lowe’s team and learn more about the store environment and the Lowe’s team’s perspective of the needs of their customer.
In addition to the above, I designed a beamtalker to showcase the Kichler logo at the top of the bays, along with working with Lowe’s on the design of collection cards that are positioned on the bay decks.
Continuing the Customer Experience
To create a memorable purchase, the project included designing thank you cards that are placed inside the box on top of the product. The thank you card showcases the entire collection of products for the customer to easily reference and find the other coordinating products in store or online.
For the redesign of the packaging an initial brand foundation was developed by the Kichler Brand team. I led the packaging redesign project and worked in coordination with the Brand Team. I gathered inspirations and developed concepts that reflected the new brand foundation.
In considering this new foundation, I made the observation that in current retail setting, warm and bold colors dominated the shelves. I thought that we should consider our white and neutral colors within the color palette. With strong and simple shapes, we could be more impactful than the patterns and room scenes on our surrounding competitor packaging.
The landscape packaging was also re-designed to coordinate with the decorative packaging style and design, but with a different color and still within the Kichler color brand palette.
I created a packaging guidelines manual and templates for brand consistency. Along with establishing an appropriate hierarchy for the logo, product name and descriptions, I considered a consistent box alignment on shelf in coordination with store planograms. As new products are added to the product line, the foundational hierarchy is continually developed, and guidelines are updated.
Over one-hundred products were included in the initial design for a successful launch. The redesign represents the Kichler brand in a fresh new design and has been translated into branded store merchandising in other areas. The redesigned packaging has continued to roll out in Lowe’s stores.