PACKAGING RESTAGE | ITW GLOBAL BRANDS
Research revealed consumers were having difficulty shopping the Gumout line as they were not clearly understanding the difference between SKUs. To solve this problem, ITW partnered with LAM to improve segmentation and product communication. Our new label system creates two tiers. The high-end fuel additives are united by gold foil and an “Advanced PEA” RTB icon, while the base line is linked through use of silver metallic ink. To bring unity across the two segments, we established a uniform label architecture placing the diecut Gumout logo atop the product information panels.