REBRANDING - PACKAGING DESIGNWigwam Mills, Inc.
ChallengePerformance sock manufacturer, Wigwam Mills, was looking to secure their footing as an industry leader of advanced fibers but struggled with a weak brand presence induced by their technologically advanced sub-brands Ultimax and INgenius. The challenge was to redesign their packaging system and evolve the Wigwam name into a prominent brand within the retail environment. Furthermore, the packaging solution would be constricted by the capabilities of Wigwam’s existing technical equipment and prevent additional manufacturing costs.
StrategyMSLK began with a thorough research process and established a creative brief that not only outlined a successful product restructuring strategy, but unified the Wigwam team of the significant changes lying ahead. We strategically distilled the company’s 21 different categories into five new distinct lines that were developed in correspondence with the retail environment: Outdoor, Sport, Snowsport, Health and At Work. Furthermore, we sought to market and clearly distinguish the technologically advanced sock products and their benefits.
DesignMSLK employed a bold color system to distinguish the five different categories while standing out against competitors. We sought to create a strategic packaging solution that allowed consumers to identify the Wigwam brand from 20 feet away, the sock category at 10 feet, the product name at 5 feet, and the individual sock features up-close. Furthermore, we visually emphasized the extensive history and manufacturing heritage of Wigwam through Native American patterns and illustrations.
SuccessUltimately this became the most important rebranding effort in Wigwam’s history. The end results were instantly well received by sales representatives, retailers, and consumers alike. The 746 accounts that were able to grow their business in 2009 increased their orders of Wigwam socks by 192%. In addition sales at Wigwam’s top retailers online increased by 40%.