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Fasteners speak two languages

Recognizing the purchasing power of Spanish-speaking consumers, Wood Dale, IL-based ITW brands redesigned the packaging for its broad line of fasteners to be bilingual.

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The new packaging also helps Home Depot, a major outlet for ITW fasteners, to more finely attune its offerings to its Spanish-speaking customers in states such as California, Texas, Florida and New York. The challenge for package designer Kornick Lindsay (Chicago, IL) was to convey important product information clearly and quickly in both languages consistently across the line of 160+ items. Packages come in several sizes and consist of p-s-labeled clamshells, blister cards and cartons. Most packages are offset-printed in two colors. An icon system was introduced to quickly convey the weight that the fasteners can hold. The design "clearly addresses warning instructions, features and benefits in English and Spanish," says Lew Klein, marketing services manager for ITW Brands. "It's also easy to read and find at point of sale."

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