LATICRETE Case Study
- lgalanis
- 18 hours ago
- 2 min read
Product Design | Engineering | Contract Manufacturing
LATICRETE | Packaging Restaging
Based in Bethel Connecticut, Laticrete is a 70-year-old company that manufactures high performance tile and stone installation systems as well as premium building finishing solutions. With 8 US based plants and a network of factories, distributors and partners globally, Laticrete products are sold in over 100 countries and six continents.
Project
Laticrete's current packaging spoke directly to the Professional installer. The Pro installer knew the product well and were highly educated on its features and benefits. DIY consumers' needs were underrepresented.
Our Gyre9 team was challenged with developing a global packaging system that met both the Professional installer and the expanding DIY consumer needs, while creating a visually distinctive product for retail.
Immersion/ Market Research
To better understand the overall consumer and retailer needs, we dove deep into the product space. Competitor research and store audits were done. Interviews with the Laticrete global marketing team, retail staff as well as customers were also conducted. Consumer surveys were also developed.
Rebranding
Utilizing the research information and working within the packaging structure parameters, the team explored design concepts that focused on user needs, information hierarchy, and color coding options. Our goal was to strengthen Laticretes packaging by simplifying the message while clearly explaining product benefits/features and help to differentiate the product from its competitors.
Process
After creating numerous design solutions, concepts were filtered and presented to the global Laticrete team for direction on which solutions made best sense for their distinctive market.
Resulting from the global team review, a second round of concepts were developed and again tested with the team. A final design was selected and tested with consumers to select the best layout to explain the features.
Once the global team approved the selected layout, the final artwork file was generated and delivered to the internal Laticrete team for final production.
Results
The result was a highly satisfied U.S. retailer, with year-over-year revenue continuing to show strong double-digit growth.
Sean Boyle senior VP of marketing and channel management North America said that the design “absolutely has been a major contributor to helping us communicate with an expanded and newer customer base”