Kichler Lighting partnered with Lowe’s Home Improvement stores to sell Kichler lighting products in branded packaging. I collaborated with Kichler executives and the Lowe’s merchandising team to develop the initial packaging design. Over one-hundred products were included in a successful initial launch.
Kichler Lighting
Art Direction | Branding | Packaging Design & Production | Merchandising Design
The initial packaging color palette included a light blue color that complements the Kichler bold blue logo and stands out on-shelf against many other packaging designs in beige and white. To create a memorable purchase, thank you cards were designed to place 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.
In addition to the packaging, I designed merchandising to showcase the Kichler branding. To help provide the customer with a quick look at an entire family of products, and in coordination with Lowe’s teams, I also created collection cards that are positioned on the bay decks.
In working with the Kichler Brand Team for an overall brand refresh, I led the packaging redesign. We considered using the white and neutral colors within the corporate color palette and decided strong and simple shapes could be more impactful than the patterns and room scenes on the surrounding competitor packaging. The redesign presents the branded packaging in a fresh new style and was also translated into other branded store merchandising.
Developed new packaging guidelines and templates that incorporated ceiling fan, outdoor and landscape products. Along with establishing an appropriate hierarchy for the logo, product name and descriptions, consistent box alignment with shelf planograms was considered. As new products are added to the product line, this foundational hierarchy is continually developed, and guidelines are updated.
Brown box carton label templates and guidelines were created for company-wide trilingual packaging initiative to achieve compliance with governmental standards. The labels were updated to reflect current branding within cost-effective considerations.