Overview:
TriggerPoint began as a small operation that would frequent the vendor villages at national triathlons or long distance running events. The success of the original product line hinged on demonstrations and word of mouth so much so that very little consideration was given to the packaging until nearly a decade of market presence. The ‘TP kits’ eventually expanded into the ‘big box’ retail outlet but remained in the original mesh bag (which allowed a customer to feel the products) with the addition of a branded cardboard container to assist with shelving display and stocking.
Challenge:
The exact content of each kits as well a which is best suited for a customer’s need has always been a constant hurdle during promotion or marketing efforts since the unique design of the products is somewhat mysterious to new customers. Previously the product line consisted of six different ‘Performance’ or ‘Prevention’ kits each including similar product bundles but with different educational content. Although established as a premium home therapy brand, TriggerPoint had failed to effectively communicate the knowledge and value the original products continue to offer. The TP Education & Sales Department established the need and direction to simplify the six combinations into only three options.
As a bonus challenge - our Operations Department was given the command to produce sample within a month and a half in order to feature the new packaging at an upcoming fitness conference which gave me less than two weeks to create all of the design. Good times!
Process:
Our Operations Department worked through several packaging vendors until a successful configuration was established within the logistical boundaries. My task was to develop the next evolution of the brand’s voice and visuals language within the new packaging offering. And additional hurdle would be TriggerPoint’s CEO decision that new design should convey more of a lifestyle depiction rather than simply product highlights.
Once briefed by the other departments, I met with and selected an experienced copy writer to assist my Creative Department in developing the direction of the content that would be featured in the new designs. I developed several comps to establish a starting point then proceeded to collaborate with my graphic designer Travis Nottingham to refine the art direction and design. We utilized the immense talents of photographer Brain Fitzsimmons to update the product use imagery that would be the focal point on the front and back panel of the designs.
Outcome:
An entirely new approach to packaging the deep tissue massage tools resulted in a ‘briefcase’ box enclosed by a wrap around design sleeve. The main benefit of this drastic shift would be it’s compatibility with traditional retail shelving however this completely removed a customer’s ability to interact with the product’s tactical qualities. I decided to include the diagrammatic illustrations to add clarity to the contents of each kit while selecting copy that would help convey the effects one could expect from regular use.
The three new options were simplified into the Foundation Collection, the Advantage Collection and the Wellness Collection.
