Objective:
TriggerPoint’s GRID has become the most recognizable foam roller on the market largely due to it’s unique design and exceptional effectiveness as a soft tissue therapy product. The GRID has set the standard for what those that are familiar with foam rollers expect of their mobility tools and yet there was very little thought given to the packaging which consisted of a double sided wrap encased on plastic wrap for shipping. The wrap featured a few examples of the product in use along with general marketing information about TriggerPoint’s proprietary implementation techniques but it lacked the necessary content and art direction that could clearly communicate why the GRID is the best selling foam roller available.
Challenge:
As the retail demand for the GRID continued to grow, it became apparent that the poor packaging presentation would be overshadowed by copycat products with flashier branding. The shrink wrap was also easily punctured which degraded the products appearance on a self. TP’s Operations and Creative Department partnered with Stephen Gould Corporation to develop a solid corrugated cardboard box that protect the GRID but also allow for it’s texture and hollow design to be accessible to potential customers. The new GRID-X had just launched and although it looks exactly like the original GRID, it’s density was far more extreme which required a slightly different appearance within the design.
Process:
Once our CEO approved the structure of the packaging Travis and I collaborated on the new art direction. He handled the all of the graphic design needs while I provided direction on the layout, content and copy that would eventually become refined by our Education Department. The key factor I was instructed to communicate was the GRID’s innovative qualities, namely how it’s superior engineering allows for immediate effectiveness. We even adapted a simplified version of our previous instructional content.
Outcome:
The final designs were tremendously well received by our entire company as well as all outside retail partners. Our design was able to re-establish TriggerPoint’s GRID as THE premium foam roller on the market. The product diagram and simple iconography served to draw attention to the product’s unique design as well as all the effort and research that was put into engineering process. The simple, yet bold branding paired well with consumer friendly marketing content that I produced directly from the many conversations I’ve had with our customer base.
The final designs were tremendously well received by our entire company as well as all outside retail partners. Our design was able to re-establish TriggerPoint’s GRID as THE premium foam roller on the market. The product diagram and simple iconography served to draw attention to the product’s unique design as well as all the effort and research that was put into engineering process. The simple, yet bold branding paired well with consumer friendly marketing content that I produced directly from the many conversations I’ve had with our customer base.
