Crock-Pot® Slow Cooker Gets a Brand & Packaging Strategy Makeover

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Hughes Design Group Modernizes a Heritage Brand, the Crock-Pot® Slow Cooker. To stay in step with changing lifestyles, the Crock-Pot® slow cooker has launched a fresh, new brand identity and packaging strategy. Hughes Design Group (HDG) worked with brand-owner Jarden Consumer Solutions to reestablish the legendary category-originator as the premium slow cooker for time-strapped households.

Hughes Design Group revitalized Crock-Pot slow cooker's brand and packaging strategy to connect the brand with the modern, health-conscious, time-starved consumer.

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To stay in step with changing lifestyles, the Crock-Pot® slow cooker has launched a fresh, new brand identity and packaging strategy. Hughes Design Group (HDG) worked with brand-owner Jarden Consumer Solutions to reestablish the legendary category-originator as the premium slow cooker for time-strapped households. With slow cooker usage on the rise, the Crock-Pot® slow cooker's brand revitalization communicates both contemporary relevance and wholesome nourishment to the modern cook.

To kick off the strategic redesign, HDG conducted analysis of Crock-Pot® slow cooker purchasers and the brand's in-store presence. With over half of Crock-Pot® slow cookers given as gifts, HDG considered behavioral motivations of both the gift giver and receiver. This helped expand the strategic challenge to elevating the gifting experience. The Crock-Pot slow cooker is a "trophy" product worthy of pride in the giving, and exciting to the modern consumer receiving it. For the self-purchaser, the goal was to validate the product as a natural fit with today's multi-tasking lifestyle.

Next, HDG considered the brand experience in store. Despite the best shelf position, inconsistent branding and package design created consumer confusion. Outdated identity made a down-market impression when compared to higher-end products with premium styling. Finally, to connect with consumer needs and motivate purchase, it was clear that a packaging segmentation strategy for the entire product line was essential.

HDG looked to life-style magazines, like RealSimple & Martha Stewart Living, to inspire the design & visual direction that would influence the up-to-date consumer. The refreshed brand color palette and imagery had to convey the latest healthy living and nourishment ideas. No more creams and burgundies associated with Granny's quilt. Today's Crock-Pot® slow cooker is about world spices, savory vegetables & fresh meals.

New packaging photography suggests recipes that the in-the-know cook prepares for the family. The redesigned logo with its aroma icon adds a dash of emotion, suggesting the sensory aspect of the slow cooker experience, while HDG's recommended tagline, The Original Slow Cooker, distinguishes the Crock-Pot® slow cooker as the brand that started it all.

HDG's packaging segmentation strategy is based on shopping behavior, unifying the product line while allowing for product differentiation, new launches and premium products headed to upscale stores.

The new packaging architecture and communication hierarchy create a billboard at shelf. Distinctive display panels communicate features and promotions without compromising brand focus. A color and feature icon coding system makes it easier for consumers to choose the right Crock-Pot® slow cooker for their home.

About Hughes Design Group http://www.hugheslink.com
Hughes Design Group is a strategic brand packaging firm for leading and ascending consumer products. We specialize in crafting brand essence into solutions that pop at shelf, engage consumers and inspire purchase. Hughes Design Group: Strategic. Creative. Compelling.

For more information, contact Cathy Gorman at 203.866.9696, x122

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Cathy Gorman

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