A truly consistent line

With the introduction of Spiderwire® Super Mono fishing line, sports manufacturer Johnson Worldwide Associates decided to streamline the look of its entire Spiderwire product line.

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Formerly these products were in both cartons and pouches(see Packaging World, April '95, p. 66, and March '96, p. 22). Now cartons have been eliminated.

"We wanted to develop a family look that enhanced the product and leveraged our strengths," says John Morlan, product manager for the brand at the Sturtevant, WI-based firm. Graphically speaking, that meant incorporating the brand's signature spider onto newly designed pouches. Design firm JC Campbell & Associates (St. Louis, MO) also enlarged the spider icon and used black and silver as primary brand colors. The pouches are designed for peg display. Fort James (Deerfield, IL) supplies the 4-mil metallized polyester film, reverse flexo-printed in four colors. The Delta-Pac gussetted pouches are produced on a f/f/s system from Klockner Bartelt (Sarasota, FL).

Sold in sporting goods stores nationwide, Spiderwire Super Mono line is available for a suggested retail price of $6.99. Other products in the line range from $5.99 to $24.95.

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