How to give your packaging greater visibility in builders' merchants and DIY superstores?
Towards a strong, recognisable and easily adaptable identity
Parexlanko produces and markets mortars, adhesives and renders for construction and civil engineering professionals. While the brand has enjoyed an excellent image as a specialist for over 40 years, it nevertheless suffers from a lack of impact in builders' merchants and DIY superstores.
A wide-ranging communication plan was therefore initiated to give it greater visibility. In line with this overall strategy, Parexlanko wanted a root-and-branch rethink of its entire packaging line and called on the agency to support it in this ambitious project.
For the agency, the challenges were considerable:
- creating a strong, proprietary identity and anchoring it firmly in modernity
- elevating the brand's existing graphic codes
- applying the new packaging line across all product ranges and adapting it to the specific characteristics of the distribution channels
To meet Parexlanko's expectations and propose a modern, proprietary identity, the agency began by dissecting and analysing competitors' packaging. Overall impact, logo, shapes, colours, product legibility, modernity, volume of content…: everything was put under the microscope! This review made it possible to identify the dos and don'ts and draw valuable lessons from them.
While the graphic charter had until then been fairly consistent and uniform (bevelled shapes, use of Parexlanko green and red…), it was nonetheless ageing, and the packaging was no longer in line with the newly introduced guidelines. Meanwhile, the hierarchy of information was confused, with very few levels of reading and, as a result, no strong, identifiable stance. Overall, the brand's packaging lacked visual impact and modernity.
In our recommendations document, we therefore suggested the following points to Parexlanko:
- the dominance of a single, unifying and identifiable colour, for better brand recognition,
- secondary colours assigned to the 3 product worlds (Façade, Adhesives & floors, Special mortars),
- repeating the logo on all sides so the logistics chain can identify products at a glance,
- using the new graphic charter for greater consistency,
- keeping the bevel in the logo, Parexlanko's “signature” graphic marker.
A year later, the agency repeated the exercise for Parexlanko's “Patrimoine” range. Here, the challenge was to adapt the brand's new packaging identity while respecting the graphic codes specific to a range of solutions for historic buildings: a dominance of white, a pared-back facing, a premium feel.
The new identity was also carried across to the products for the Consumer and Self-service division: drum, bag and box, cartridge…
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Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
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