Reviving Lanes’ vision. Modernized packaging that freshened the brand’s positioning.
Lanes’ iconic brand was in need of an update, which would still carry the brand’s core values and vision but would serve as a renewal of communication and would satisfy the client’s needs.
The development of such an iconic brand, whilst maintaining the existing channels and a clear and unified image, was a demanding task, which required a carefully crafted strategy.
Yellow followed a strategy of concept packaging and communication renewal, which would strongly convey Lanes’ brand belief and differentiate its positioning from consumers by promoting a clear and unified image across the various product lines and the new line extensions.