Lowe’sNew Product Branding
To better compete against leading national cleaning product brands, Lowe’s Home Improvement needed a unifying private brand with a visually compelling stand-alone presence. From window cleaner to trash bags, this new brand would unify a broad assortment and help drive incremental sales – a key component of Lowe’s revenue growth strategy.
Shoppers now demand personal benefits from everyday brands, like “this makes my life easier,” or “saves me time.”
The current Lowe’s cleaning products brand didn't provide a recognizable, memorable experience to shoppers.
To go head-to-head with leading national cleaning brands, you have to compete directly at shelf with packaging and price.
This cleaning brand’s core demographic consists of women of 25 – 64 years of age (with a sweet-spot of Older Millennials and Gen Xers, 35-54 years).
The future growth in fast moving consumer goods (FMCG) will be driven by Millennials, who buy private-label brands if they think they are as good as national brands.
While some shoppers buy cleaning products online, the majority search and select at-shelf – influenced by a mix of brand familiarity, specific purpose, and price.
Create an energetic, engaging cleaning brand for Lowe's that helps shoppers identify product attributes quickly at shelf, while providing a budget-friendly alternative to national brands.
The Name Moxie, another word for determination, energy, and know-how, perfectly captures the spirit of the target audience and the effectiveness of the products.
The Logo This dynamic design builds from the familiar equities of cleaning brands while applying a fresh and unique approach. The letterforms are a balance of strength and approachability, while the colorful swipe icon adds energy and play, alluding to a cleaning motion and the celebration of a completed task.
- Market Research
- Brand Strategy and Positioning
- Brand Name Development
- Logo Development
- Packaging Design
- Concept Testing