Smith Design’s relationship with the industrial material company Sika spans 35+ years. As a well established brand within the B2B construction market, the brand needed help redesigning their product at retail, primarily targeting the DIY customer.
As a professional grade brand, Sika was attractive to the DIY customer, providing trustworthy credentials. Smith Design leveraged existing assets while building new equities that were more retail friendly and spoke to ease of use and versatility.
getting the job done
Designed for the general home improvement market, Sika Pro Select communicates “what the Pro’s use”. The look is bold and iconic, employing Sika’s arresting yellow and black color equities and it’s recognizable red brand triangle.
Smith also developed a “cheat sheet” collateral piece to educate and inform both construction professionals as well as DIY customers.
the right tool for the job
As the line encompasses over 25+ SKUs, Smith Design created an intuitive color coding system for each product line creating a dynamic, intuitive and easy to shop shelf.
Additionally, for the DIY consumer, seeing product in use was an important part of navigating the shelf. Smith created custom photo-real illustrations that highlight product use and application.
An opportunity was identified to subline a range of adhesives under the name Ultimate Grab. Grab within the industry refers to strong adhesive and the instand bond it forms. Smith developed iconic illustrations designed to attract attention in the grab section of the store while big bold type spoke to the efficacy of the product.