Brand development and packaging design for Sticmatz by Inertia Concepts

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Brand and packaging redesign overcame barriers to secure large retail listings nationwide.

The initial interest in the first range of Sticmatz products, developed by Inertia Concepts, had not translated into the listings and sales that had been hoped for.

Despite appearing on the BBC’s Working Lunch, Sky’s The Big Rethink and Channel 4’s Risky Business, retail take-up was low and with a second Sticmatz product in development things needed to change. Retailer feedback concluded that the packaging and core point of sale needed to be more relevant.

Bonfire’s approach was to go ‘back to basics’ and simplify and redevelop what was a grey, uninteresting piece of packaging to ensure greater visibility of the brand, product and key benefits. By working and evolving the existing core brand identity, Bonfire created a unique and high-impact piece of packaging that delivered the overall concept and personality of the product and brand as a whole. The packaging designs included a female targeted pink variant that was a core area of consumer interest at the time.

The revised brand and packaging proved much more appealing to retail buyers. There was clearer on-pack communication of key benefits which gave retailers greater confidence in the product proposition. Shortly after the brand’s transformation, a large trial order was secured from the Dixon’s Group to be sold in PC World, and this was quickly followed by two more consecutive orders. The client went on to secure distribution for Sticmatz in Asda, Tesco, Halfords and in petrol stations nationwide.

Bonfire’s redesign of the Sticmatz packaging has increased sales beyond belief. They have struck the perfect balance of visual branding with clear communication. They listened when briefed and they included us in the creative process. Bonfire has added value to Sticmatz in so many dimensions and they are both fun and professional to work with.

Managing Director, Inertia Concepts
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New brand packaging helped secure listings in all major retailers

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