Sullivan Supply Co - Packaging Redesign Concept
Sullivan originally approached us to help sharpen their brand message in response to a direct competitor who was starting to get a bit too big for their britches. Part of what we proposed was a complete revamp of their label designs. Sullivan has many products from grooming aerosols to supplements that are well known and well liked in the stock showing community, but they has a consistency issue with a lack of any cohesion between the designs of their labels.
We proposed these designs with a blue collar, vintage look with the name of the product in a strong badge construction using shape to give visual cohesion between the labels, using color and iconography to distinguish the between the products.
Sullivan's Tail Adhesive is Sullivan's best selling product. It was imperative that the can still be recognizable and familiar to current customers. The new design kept the familiar blue as well as the iconic monkey icon with a few updates. We suggested reorientation the monkey from it's downward facing angle to a more upright position as if it was handing from a tree.
We suggested embracing the well known monkey icon and selling merchandise featuring it to garner more attention for the product and allow current loyal customers to show their Sullivan pride. The client loved the idea.
We did a design concept for a gallon jug as well to show how the badge design would look on a larger label.
