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Guardsman polishes high-end image

Guardsman is a “heritage” brand in the furniture-care products industry.

The brand was founded in 1915 in Grand Rapids, MI, and Valspar Corp. wanted to make it more contemporary.
Consulting the services of Flowdesign (, Valspar solidifies Guardsman’s premium image in a number of new ways through packaging colors, fonts, photography, and materials. Foremost, the packaging features photography of premium-cut polished wood, with the Guardsman logo repositioned and increased in size.
The can’s background blends light and dark copper tones, and the cap is finished with a contemporary-looking one-piece sprayer unit. These new packaging colors support the brand’s longtime copper-colored logo, says Valspar spokesperson Tracy Stark.
The can is high-density polyethylene, and the new all-in-one sprayer cap is PET, replacing a standard paint-sprayer cap.
Guardsman follows this design template across its range of products, using different photos for each product.

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