To bring together a whole variety of unrelated, differently branded consumer pack designs, sold in far-reaching corners of the globe, into one, single, strong brand design, and to re-establish the market leader in this highly saturated and competitive market.
Firstly, to strengthen the ACCO Rexel brand by adopting a central, dominant and authoritative position on pack.
Then to create a highly visible pack architecture with strong typography and clear graphics to ensure impeccable visibility in the harshest retail environments.
To communicate the relative strengths and benefits of each product in a clear good-better-best format, with clear and friendly iconography and dominant photography.
In short, a design which both stimulates and informs.