FRAM | Case Study

Brand Identity, Packaging, and Standards

CHALLENGE

DeanHouston, Inc., a business-to-business marketing communications firm, partnered with Kennedy Consultants to assist in solving a packaging process problem for one of their top clients. One of the country’s largest manufacturers of automotive after-market parts with over 8000 SKUs, needed help to pursue a new business opportunity on a compressed time frame. Going to market with a new product, special sale item, or re-brand required communication between departments (C-Suite, marketing, legal, sales, production, etc.) Regarding packaging elements including brand identity continuity, messaging elements, design, preproduction, and etc. As result, the decision to produce new and updated packaging to “go-to-market” was rife with systemic challenges in developing the creative, getting it produced, and distributing it to the store shelf in a timely fashion.

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STRATEGIC SOLUTION

A process audit was used to analyze the packaging development practice, methods, principals, etc.
Established brand identity guides for existing premium brands, private label brands, and line extensions.
Created baseline timetable for stakeholders and web based universally transparent platform with tracking system for producing new package designs.

RESULT

Under an exclusive partnership with DeanHouston to provide unique process solutions for their clients, Kennedy Consultants analyzed the packaging production process from the initial sale of a new concept to store shelf delivery. With this insight we were able to continually add value to the process and deliver increased efficiency resulting in fewer errors and a reduction in a time-to-market delivery. The new system for packaging design met the needs of several stakeholders charged with new concept and re-brand launches. Over time, the business culture across several discrete business units adopted and embraced the new standards and procedures. Kennedy Consultants was able to streamline the communications and visibility of the creative process for an increasing number of new line extensions for multiple brands while simultaneously reducing errors and omissions by +90%, and efficiency improved from 120+ days to less than 10 days.