Wfm Portfolio 2

LIST OF SERVICES

Graphic and Structural Design
We review your brand's core position and then graphically interpret
or reinterpret your brand's benefits to promote recognition, create
desire, and move product.

New Product Development
We can ideate and concept new products in any category.

Packaging Research
We've developed an online research tool that moves at the speed
of packaging. Results in about a week or less.
®

Packaging Prototypes and Comps
Whether you need 10 or 10,000, we can create realistic packaging
comps and prototypes to help you sell.

Seasonal and Promotional
We started over 20 years ago with Reese's tie-ins to E.T. and continue
today with a wide variety of work focused on holidays, seasons, sales
cycles, movies, sports figures, licensed characters, and more.

Point of Sale Design
We develop strong, integrated support using established brand cues
to help build excitement for your packaging at point of sale.

Sales Support Materials
From oversized novelties to sell sheets, WFM can provide your sales
force with the tools they need to sell newly designed packages.

© 2008 WFM All logos, graphics and designs are the property of their respective owners.

Stoner Invisible Glass ® ®

…appeal to a whole new audience…
Stoner came to WFM for help with the redesign of its top-selling

automotive glass cleaner. The new design was built on its

popular forerunner, but with renewed homeowner appeal. To

communicate superior quality, stand out on a busy grocery shelf,

and appeal to a whole new audience, WFM took to the streets.

We tested the new design concepts in Design Check® – our

proprietary online research tool. With positive feedback

across the board, Stoner approved the new

graphic treatment and also launched

Invisible Glass Wipes using this new

homeowner-friendly design.

800.344.2402 www.wfoxm.com

Bruce Hardwood & Laminate ®

…stand apart from the competition…
When Armstrong World Industries called upon WFM to redesign

its Bruce Floor Care line, the objective was to bring consistency

and to uniformly project the strength and trustworthiness of the

Bruce brand. Additionally, a stronger product presence on the

shelf was needed in order to enter the crowded grocery channel.

During the redesign phase of the project, WFM incorporated a

die cut into the Hardwood and Laminate Floor Care

System box so consumers could feel the unique

Bruce Microfiber mop cover. The use of the

established brand colors of red, black,

and deep green allows the redesigned

Bruce Floor Care Line to stand

apart from the competition.


Lowe’s Real Organized Line

… design portrays the home organization product within …
When asked to design a family look for a line of organizational

items for Lowe’s private label brand, Real Organized, WFM had

to consider how to graphically communicate the idea of

compartmentalizing your belongings.

To do this, we created a clean, crisp look with light, fun colors.

The on-package design portrays the home organization product

within by separating the various visual and informational areas

into neat, organized sections surrounded by clean white spaces.

With an entire wall of these products stacked in the store, this

organized feel comes across loud and clear.


Advil PM Liqui-Gels ® ®

…lightening-fast relief…
When Wyeth Consumer Healthcare launched their revolutionary

Liqui-Gels® capsule for fast relief of nighttime aches and pains,

WFM was called upon to help them make an impact at retail.

Using designs that emphasized the lightening-fast relief of the

liquid-filled center, WFM applied graphics to PDQs, floor stands,

gravity feeds and FSIs, customizing the design for various retail

chains resulting in hundreds of POP styles.


Glide® Hygenist Kit Structural Packaging

… inexpensive and flexible…
Glide, then a division of W.L. Gore, needed an inexpensive,

flexible way to promote its family of Glide products to dental

hygenists. The kit had to showcase a variety of products quickly

and effectively. William Fox Munroe designed a clamshell piece

that allowed Glide a large panel to prominently display the

brand on one side. The other side was formed into multiple

compartments, sized to display the standard Glide package.

As new flavors or features were developed, products

could be replaced easily without redesigning the

kit. The clamshell provided a level of polish

and brand building that couldn’t be

achieved through gift bags, boxes or

crates of product.


Bed Bath & Beyond Private Label

…a perfect balance of city and country…
Like many retailers, Bed Bath & Beyond is focused on expanding

the breadth and quality of its store exclusives. These cheese

knives were just the first of a broad line of stainless steel items

that embraced a sleek, urban aesthetic without being cold or

inaccessible.

For this line of products, William Fox Munroe wanted to

emphasize the beauty of stainless steel and decided to limit

packaging graphics to black, white and gray. We used classic,

sophisticated fonts and countered our spare, contemporary

graphic treatment with warm photography. The photography uses

diffused light, selective focus and distressed antiques to balance

the minimalist graphic treatment. The result is a perfect balance

of city and country.


Woodscapes Art Kits

… a powerful shelf presence …
Because shelf space in craft stores is becoming more and more

premium, the Woodscapes Company was faced with a

challenge: how to get their story across without the POP displays

they relied on in the past. While they needed the consumer to be

able to see the parts of the kit, they were concerned with the

various components of the kit falling out of the new packaging.

WFM designed a box structure that enables the customer to open

the flap to view the product and additional information about the

product. The structure also holds all of the pieces of the kit in

enclosed areas. Color coding on the package differentiates the

various lines and an inset photo on the face panel shows a real

life placement of the finished item. An updated logo gives the line

a more contemporary feel. And, most importantly, we gave

Woodscapes a powerful shelf presence that needs no POP!


Hershey’ s Syrup Redesign ®

…sales increased an average of 50%…
Hershey’s found they needed to create a branded packaging

program for their family of flavored syrups. The redesign needed

to highlight flavor differences while still clearly communicating

the product's membership in the Hershey’s family.

William Fox Munroe synchronized brand placement on-pack,

created consistent visual cues and regulated product

presentation. While each product and flavor had unique

characteristics, the new package guidelines ensured each

product would reap the full benefits of the core brand.

Consumers took notice. When the redesigned

product hit the shelf, sales increased an

average of 50% without the benefit

of any additional promotions

or incentives.


Hershey’ s Pot of Gold Packaging Design ® ®

…smaller and more convenient…
When Pot of Gold was transformed from the gift box format into

smaller, more convenient packages, William Fox Munroe

designed the new package. These stand-up pouches needed to

remain suitable for gift giving, while maintaining consistency

with the upscale feel of the Pot of Gold line. The new pouches

would also make Pot of Gold more accessible for self purchase

and self indulgence.

William Fox Munroe started by incorporating all the established

visual cues for the Pot of Gold brand. We maximized the space

on the stand-up pouch by creating an intricate, formal, almost

lace-like pattern to place on the sides of the packs. We also

added a graphic ribbon down the front. While the ribbon seems

inconsequential, it’s one of the hardest working elements on the

package. It ties horizontal elements (logo, product display)

together to give a cohesive and pleasing face to the package.

The ribbon also adds another element of formality and provides

a very flexible and prominent means of incorporating

flavor signifying colors.


Cool Factor ™

…keep chocolate from melting…
Cool Factor is a convenient, stylish package with a

self-contained passive cooling system to prevent chocolate

from melting.

Chocolate sales traditionally decline during the hot summer

months. Cool Factor provides a stylish and convenient way to

keep chocolate from melting, allowing chocoholics to indulge

their sweet tooth and candy makers to sell chocolate, even on

the hottest days. It uses passive cooling technology based on

evaporation and temperature distribution. WFM adapted

technology currently available for beverage containers

and home comfort products to chocolate

packaging, allowing for reductions in size

as the technology advances. The

package is designed to fit existing

candy bar sizes, and can be

reused or recycled because

of its passive technology.


Reese's NutRageous ® ®

…substantially exceeded the aggressive sales projections…
William Fox Munroe was asked to design a logo and package

for NutRageous, a Reese's brand. We needed the new bar to

stand out on the shelf while still using familiar colors and flavor

cues. While yellows and oranges are used to allude to the

Reese's brand heritage, a distinct, high-contrast blue logo was

developed to draw the consumer's eye to the NutRageous logo.

The package's on-shelf impact was undeniable. NutRageous

substantially exceeded the aggressive sales projections and

exploded onto the confectionery scene. The packaging

played a key role in that success. Today,

NutRageous still stands out on the shelf

and remains one of Reese's most

popular items.


Hershey® Kisses® You Go Girl!
’s

… understanding how kids think…
William Fox Munroe understands how kids think and what influences

their decisions. Over the past 35 years, we’ve worked with numerous

kids’ brands and youth oriented products sold throughout the US. We

leveraged our knowledge of quot;tweenquot; girls and created You Go Girl!

giftable Kisses boxes. This new Hershey’s item incorporated a

structural modification to the common box with a new and modern

graphic approach. You Go Girl! speaks to the American tween by

incorporating six relevant character types - All American

Girl, Drama Girl, Fashion Girl, Funny Girl, Social

Girl, and Sporty Girl. The resulting designs

reached the retail shelves just in time for

Valentine’s Day 2008. In addition, this packaging

design was honored with a Paperboard

Packaging Council Excellence Award.


The Silver Palate®

…a dynamic evolution…
A leading gourmet specialty food brand needed a refresh to

convey its high quality without losing its core customers. The

overall goal was to add sophistication while still focusing on the

logo for brand recognition. Each label consists of a two-tone

Victorian-style pattern. For the organic line,

we modified our pattern to be more leafy,

using green shades to highlight organic

goodness. The result is a dynamic evolution

of the brand identity and a bold

statement on the shelf.


™
Simple Servings

…the solution for portion distortion…
Simple ServingsTM, a socially responsible solution for portion distortion. Today's
consumer research indicates a need for portion-controlled breakfast cereal products
that also simultaneously solve environmental issues.

The goals were to develop a package that eliminates the need for an inner bag,
controls the serving-size, and keeps the remaining product fresh. Could we reduce
the carbon footprint of the largely popular American cereal box, while also allowing
consumers to eat one single serving of their favorite breakfast cereal? We think so.

Our new box design, Simple ServingsTM, incorporates pull-back tabs that open just
one single serving chamber for your daily dose of morning goodness, and uses
environmentally responsible, recyclable, and compostable materials.
Material options include starch and/or cellulose fiber based
materials, paper pulp with a PLA laminate, and PLA
films, just to name a few.

Essentially, the concept may result in a 20
percent reduction in the carton’s footprint
by volume of material usage. The
package redesign, along with the
use of environmentally conscious
materials, will reduce the use
of virgin paper fiber, lower
greenhouse gas emissions,
and eliminate harmful
by-products of the
manufacturing
process.

PATENT PENDING

Murry’s French Toast Sticks

…a kid-focused design with action built in…
The breakfast food market is very kid-oriented, but in the case of

Murry’s French Toast Sticks, our design had to appeal to teens as

well (who also enjoyed this product). To compete with Eggo,

Aunt Jemima, and Pillsbury in the freezer case, this package had

to show French Toast Sticks as convenient, fun and delicious.

The new package is a kid-focused design with action built in. It

kicks up the motion value with dynamic photography and fun

typography. The package has a fun convenience food feel that is

sure to boost sales.


Tom Sturgis ®

…gain a competitive edge at retail…
To help gain a competitive edge at retail, Tom Sturgis

commissioned WFM to create a fresher, more refined bag for

three of their unique flavors. WFM needed to retain core

recognition cues while simultaneously enhancing the brand's

natural, wholesome appeal.

The recognizable Sturgis character was given a “smart update”

and the bag window was eliminated in favor of photography

to enhance appetite appeal. A matte substrate was chosen

to showcase the premium, artisan quality of the product.


Murry’s Classic Pizzas

…a sophisticated update …
Murry’s presented WFM with a classic redesign project on their

personal size pizza package. The challenge was to take a box

that had served them for many years and give it a sophisticated

update for a market that had become very competitive in

its packaging.

In order to go up against the big brands in this category, our

package focuses on a dramatic design incorporating a black

background. Emphasizing a traditional Italian graphic feel with

attractive product photography and incorporating illustrations of

the fine ingredients yields a package that stands up to any pizza

product in the freezer case today.


Kunzler Authentic Selects Line

… appeal to a more sophisticated audience …
Kunzler’s new line of flavored items, Authentic Selects, needed

that special something which could appeal to a more

sophisticated audience. WFM had a parallel project to redesign

the Kunzler logo to update the look, yet keep with the Kunzler

Pennsylvania Dutch heritage. This logo was adapted for the

Authentic Selects line and incorporated on the packaging.

Next we worked on giving the package appetite appeal with

flavor cues to differentiate the various types of bacon and

sausage. The L-board configuration was changed from a

top-down to a bottom-up to give maximum shelf presence in the

refrigeration case. The result? A high end, sophisticated package

that can run with the competition.


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