Sydney-based creative agency Anthem Australia has partnered with DIY brand Selleys to refresh its range and integrate a new strategy.
The aim of the collaboration was to improve shelf standout, provide clearer SKU navigation, and unify what had become a splintered range, according to Anthem.
Selleys asked the agency to build and construct a refreshed and consistent look for 40 SKUs, including the consistent roll-out of the refreshed Selleys master brand guidelines.
"A key to the success of the brief was for us to ensure the heritage of the power brands – Liquid Nails, No More Gaps and Wet Area – was maintained within the refresh," Anthem's creative director Steve Rischmiller said.
"These flagship brands had become category signposts in-store, and the refresh had to retain this recognition while enhancing the shelf appeal and improved integration of the entire range.
“Variant navigation and on-pack communication also needed to be improved.
"Selleys says early customer recognition and sales results have been very encouraging, which will only improve as the full refresh is complete."
