Wfm Portfolio 2

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William Fox Munroe
List of Services & Case Studies

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Wfm Portfolio 2

  1. 1. LIST OF SERVICES Graphic and Structural Design We review your brand's core position and then graphically interpret or reinterpret your brand's benefits to promote recognition, create desire, and move product. New Product Development We can ideate and concept new products in any category. Packaging Research We've developed an online research tool that moves at the speed of packaging. Results in about a week or less. ® Packaging Prototypes and Comps Whether you need 10 or 10,000, we can create realistic packaging comps and prototypes to help you sell. Seasonal and Promotional We started over 20 years ago with Reese's tie-ins to E.T. and continue today with a wide variety of work focused on holidays, seasons, sales cycles, movies, sports figures, licensed characters, and more. Point of Sale Design We develop strong, integrated support using established brand cues to help build excitement for your packaging at point of sale. Sales Support Materials From oversized novelties to sell sheets, WFM can provide your sales force with the tools they need to sell newly designed packages. © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  2. 2. Stoner Invisible Glass ® ® …appeal to a whole new audience… Stoner came to WFM for help with the redesign of its top-selling automotive glass cleaner. The new design was built on its popular forerunner, but with renewed homeowner appeal. To communicate superior quality, stand out on a busy grocery shelf, and appeal to a whole new audience, WFM took to the streets. We tested the new design concepts in Design Check® – our proprietary online research tool. With positive feedback across the board, Stoner approved the new graphic treatment and also launched Invisible Glass Wipes using this new homeowner-friendly design. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  3. 3. Bruce Hardwood & Laminate ® …stand apart from the competition… When Armstrong World Industries called upon WFM to redesign its Bruce Floor Care line, the objective was to bring consistency and to uniformly project the strength and trustworthiness of the Bruce brand. Additionally, a stronger product presence on the shelf was needed in order to enter the crowded grocery channel. During the redesign phase of the project, WFM incorporated a die cut into the Hardwood and Laminate Floor Care System box so consumers could feel the unique Bruce Microfiber mop cover. The use of the established brand colors of red, black, and deep green allows the redesigned Bruce Floor Care Line to stand apart from the competition. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  4. 4. Lowe’s Real Organized Line … design portrays the home organization product within … When asked to design a family look for a line of organizational items for Lowe’s private label brand, Real Organized, WFM had to consider how to graphically communicate the idea of compartmentalizing your belongings. To do this, we created a clean, crisp look with light, fun colors. The on-package design portrays the home organization product within by separating the various visual and informational areas into neat, organized sections surrounded by clean white spaces. With an entire wall of these products stacked in the store, this organized feel comes across loud and clear. © 2006 WFM All logos, graphics and designs are the property of their respective owners.
  5. 5. Advil PM Liqui-Gels ® ® …lightening-fast relief… When Wyeth Consumer Healthcare launched their revolutionary Liqui-Gels® capsule for fast relief of nighttime aches and pains, WFM was called upon to help them make an impact at retail. Using designs that emphasized the lightening-fast relief of the liquid-filled center, WFM applied graphics to PDQs, floor stands, gravity feeds and FSIs, customizing the design for various retail chains resulting in hundreds of POP styles. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  6. 6. Glide® Hygenist Kit Structural Packaging … inexpensive and flexible… Glide, then a division of W.L. Gore, needed an inexpensive, flexible way to promote its family of Glide products to dental hygenists. The kit had to showcase a variety of products quickly and effectively. William Fox Munroe designed a clamshell piece that allowed Glide a large panel to prominently display the brand on one side. The other side was formed into multiple compartments, sized to display the standard Glide package. As new flavors or features were developed, products could be replaced easily without redesigning the kit. The clamshell provided a level of polish and brand building that couldn’t be achieved through gift bags, boxes or crates of product. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  7. 7. Bed Bath & Beyond Private Label …a perfect balance of city and country… Like many retailers, Bed Bath & Beyond is focused on expanding the breadth and quality of its store exclusives. These cheese knives were just the first of a broad line of stainless steel items that embraced a sleek, urban aesthetic without being cold or inaccessible. For this line of products, William Fox Munroe wanted to emphasize the beauty of stainless steel and decided to limit packaging graphics to black, white and gray. We used classic, sophisticated fonts and countered our spare, contemporary graphic treatment with warm photography. The photography uses diffused light, selective focus and distressed antiques to balance the minimalist graphic treatment. The result is a perfect balance of city and country. © 2006 WFM All logos, graphics and designs are the property of their respective owners.
  8. 8. Woodscapes Art Kits … a powerful shelf presence … Because shelf space in craft stores is becoming more and more premium, the Woodscapes Company was faced with a challenge: how to get their story across without the POP displays they relied on in the past. While they needed the consumer to be able to see the parts of the kit, they were concerned with the various components of the kit falling out of the new packaging. WFM designed a box structure that enables the customer to open the flap to view the product and additional information about the product. The structure also holds all of the pieces of the kit in enclosed areas. Color coding on the package differentiates the various lines and an inset photo on the face panel shows a real life placement of the finished item. An updated logo gives the line a more contemporary feel. And, most importantly, we gave Woodscapes a powerful shelf presence that needs no POP! © 2006 WFM All logos, graphics and designs are the property of their respective owners.
  9. 9. Hershey’ s Syrup Redesign ® …sales increased an average of 50%… Hershey’s found they needed to create a branded packaging program for their family of flavored syrups. The redesign needed to highlight flavor differences while still clearly communicating the product's membership in the Hershey’s family. William Fox Munroe synchronized brand placement on-pack, created consistent visual cues and regulated product presentation. While each product and flavor had unique characteristics, the new package guidelines ensured each product would reap the full benefits of the core brand. Consumers took notice. When the redesigned product hit the shelf, sales increased an average of 50% without the benefit of any additional promotions or incentives. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  10. 10. Hershey’ s Pot of Gold Packaging Design ® ® …smaller and more convenient… When Pot of Gold was transformed from the gift box format into smaller, more convenient packages, William Fox Munroe designed the new package. These stand-up pouches needed to remain suitable for gift giving, while maintaining consistency with the upscale feel of the Pot of Gold line. The new pouches would also make Pot of Gold more accessible for self purchase and self indulgence. William Fox Munroe started by incorporating all the established visual cues for the Pot of Gold brand. We maximized the space on the stand-up pouch by creating an intricate, formal, almost lace-like pattern to place on the sides of the packs. We also added a graphic ribbon down the front. While the ribbon seems inconsequential, it’s one of the hardest working elements on the package. It ties horizontal elements (logo, product display) together to give a cohesive and pleasing face to the package. The ribbon also adds another element of formality and provides a very flexible and prominent means of incorporating flavor signifying colors. © 2004 WFM All logos, graphics and designs are the property of their respective owners.
  11. 11. Cool Factor ™ …keep chocolate from melting… Cool Factor is a convenient, stylish package with a self-contained passive cooling system to prevent chocolate from melting. Chocolate sales traditionally decline during the hot summer months. Cool Factor provides a stylish and convenient way to keep chocolate from melting, allowing chocoholics to indulge their sweet tooth and candy makers to sell chocolate, even on the hottest days. It uses passive cooling technology based on evaporation and temperature distribution. WFM adapted technology currently available for beverage containers and home comfort products to chocolate packaging, allowing for reductions in size as the technology advances. The package is designed to fit existing candy bar sizes, and can be reused or recycled because of its passive technology. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  12. 12. Reese's NutRageous ® ® …substantially exceeded the aggressive sales projections… William Fox Munroe was asked to design a logo and package for NutRageous, a Reese's brand. We needed the new bar to stand out on the shelf while still using familiar colors and flavor cues. While yellows and oranges are used to allude to the Reese's brand heritage, a distinct, high-contrast blue logo was developed to draw the consumer's eye to the NutRageous logo. The package's on-shelf impact was undeniable. NutRageous substantially exceeded the aggressive sales projections and exploded onto the confectionery scene. The packaging played a key role in that success. Today, NutRageous still stands out on the shelf and remains one of Reese's most popular items. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  13. 13. Hershey® Kisses® You Go Girl! ’s … understanding how kids think… William Fox Munroe understands how kids think and what influences their decisions. Over the past 35 years, we’ve worked with numerous kids’ brands and youth oriented products sold throughout the US. We leveraged our knowledge of quot;tweenquot; girls and created You Go Girl! giftable Kisses boxes. This new Hershey’s item incorporated a structural modification to the common box with a new and modern graphic approach. You Go Girl! speaks to the American tween by incorporating six relevant character types - All American Girl, Drama Girl, Fashion Girl, Funny Girl, Social Girl, and Sporty Girl. The resulting designs reached the retail shelves just in time for Valentine’s Day 2008. In addition, this packaging design was honored with a Paperboard Packaging Council Excellence Award. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  14. 14. The Silver Palate® …a dynamic evolution… A leading gourmet specialty food brand needed a refresh to convey its high quality without losing its core customers. The overall goal was to add sophistication while still focusing on the logo for brand recognition. Each label consists of a two-tone Victorian-style pattern. For the organic line, we modified our pattern to be more leafy, using green shades to highlight organic goodness. The result is a dynamic evolution of the brand identity and a bold statement on the shelf. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  15. 15. ™ Simple Servings …the solution for portion distortion… Simple ServingsTM, a socially responsible solution for portion distortion. Today's consumer research indicates a need for portion-controlled breakfast cereal products that also simultaneously solve environmental issues. The goals were to develop a package that eliminates the need for an inner bag, controls the serving-size, and keeps the remaining product fresh. Could we reduce the carbon footprint of the largely popular American cereal box, while also allowing consumers to eat one single serving of their favorite breakfast cereal? We think so. Our new box design, Simple ServingsTM, incorporates pull-back tabs that open just one single serving chamber for your daily dose of morning goodness, and uses environmentally responsible, recyclable, and compostable materials. Material options include starch and/or cellulose fiber based materials, paper pulp with a PLA laminate, and PLA films, just to name a few. Essentially, the concept may result in a 20 percent reduction in the carton’s footprint by volume of material usage. The package redesign, along with the use of environmentally conscious materials, will reduce the use of virgin paper fiber, lower greenhouse gas emissions, and eliminate harmful by-products of the manufacturing process. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners. PATENT PENDING
  16. 16. Murry’s French Toast Sticks …a kid-focused design with action built in… The breakfast food market is very kid-oriented, but in the case of Murry’s French Toast Sticks, our design had to appeal to teens as well (who also enjoyed this product). To compete with Eggo, Aunt Jemima, and Pillsbury in the freezer case, this package had to show French Toast Sticks as convenient, fun and delicious. The new package is a kid-focused design with action built in. It kicks up the motion value with dynamic photography and fun typography. The package has a fun convenience food feel that is sure to boost sales. © 2006 WFM All logos, graphics and designs are the property of their respective owners.
  17. 17. Tom Sturgis ® …gain a competitive edge at retail… To help gain a competitive edge at retail, Tom Sturgis commissioned WFM to create a fresher, more refined bag for three of their unique flavors. WFM needed to retain core recognition cues while simultaneously enhancing the brand's natural, wholesome appeal. The recognizable Sturgis character was given a “smart update” and the bag window was eliminated in favor of photography to enhance appetite appeal. A matte substrate was chosen to showcase the premium, artisan quality of the product. 800.344.2402 www.wfoxm.com © 2008 WFM All logos, graphics and designs are the property of their respective owners.
  18. 18. Murry’s Classic Pizzas …a sophisticated update … Murry’s presented WFM with a classic redesign project on their personal size pizza package. The challenge was to take a box that had served them for many years and give it a sophisticated update for a market that had become very competitive in its packaging. In order to go up against the big brands in this category, our package focuses on a dramatic design incorporating a black background. Emphasizing a traditional Italian graphic feel with attractive product photography and incorporating illustrations of the fine ingredients yields a package that stands up to any pizza product in the freezer case today. © 2006 WFM All logos, graphics and designs are the property of their respective owners.
  19. 19. Kunzler Authentic Selects Line … appeal to a more sophisticated audience … Kunzler’s new line of flavored items, Authentic Selects, needed that special something which could appeal to a more sophisticated audience. WFM had a parallel project to redesign the Kunzler logo to update the look, yet keep with the Kunzler Pennsylvania Dutch heritage. This logo was adapted for the Authentic Selects line and incorporated on the packaging. Next we worked on giving the package appetite appeal with flavor cues to differentiate the various types of bacon and sausage. The L-board configuration was changed from a top-down to a bottom-up to give maximum shelf presence in the refrigeration case. The result? A high end, sophisticated package that can run with the competition. © 2006 WFM All logos, graphics and designs are the property of their respective owners.

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