Establishing good/better/best in a crowded market with ZAGG
ZAGG + mophie packaging refresh
Role:
Brand Strategy
Team:
Liz Dickey
Cardon Webb
Parker Scott
Sam Peart
Brent Stickels
Anne Tsuei
ZAGG, a known cellphone accessory brand, tapped us to revamp their packaging to maintain their premium stance but appeal to a broader demographic, across an omnichannel presence.
The cell phone accessory market is one of the industries that benefit immensely from an omnichannel approach.
We (finally!) had an extensive strategy phase that included working alongside the ZAGG research team to conduct user research, field study and test the industry, talk to industry leaders, and build a portfolio of e-commerce data from the previous three years. Consumer journeys became our key, we asked how consumers experience in store, and how they experience on the digital shelf.
With a framework of good, better, best messaging, we built an information hierarchy on pack that was easy to read, and stood out from 40 feet to 4 feet. We etched ZAGG's essence into packaging with clean lines, bold colors, and intuitive graphics that painted a picture of perks and possibilities at a glance.
Deliverables:
Strategic Definition (positioning, whitespace, marketing strategy, target audience)
Consumer Packaged Goods (information hierarchy, messaging, CPG design)
