"You can go into a hardware or home center store and have twenty to forty feet of door hardware staring at you," says Beth Wintermantel, marketing communications director for Weiser Lock. "And all the packaging is starting to look the same." So Weiser hooked up with SBG Partners (San Francisco, CA) to cut through the clutter. A clamshell approach was selected, even though it's used commonly by others in the category, because of its clarity, its product protection advantages, and its ability to display well from either a peg or standing up. What makes this clamshell stand out from others in the store is the dark blue of the paperboard insert, an appealing contrast to the hardware's bright finish. Also striking are the raindrops printed on the card, which allude to the all-weather durability of the line. Supplied by Arizona Lithographers (Tucson, AZ), the card is a 15-pt coated SBS printed offset in five colors. Plastic Concepts (Huntington Beach, CA) provides the polyvinyl chloride clamshell. The Weiser Brilliance line is sold to home center and hardware stores, home builders and locksmiths throughout Canada and the U.S.
A Weiser design
When Weiser Lock introduced its Weiser Brilliance(TM) line of residential door hardware this Spring, the Tucson, AZ-based company wanted to make sure its new products wouldn't get lost on store shelves.
Jul 31, 1995