Kimberly Clark Professional is a world leader in commercial grade surface preparation products. Kimtech and Wypall products service healthcare, commercial kitchen and aviation among others. Grain Creative was tasked to to review its positioning in the aviation industry and tailor products to engineers and maintenance staff working in and around aircraft.
Grain Creative developed a strong, bold and consistent packaging solution. This redesign improved the overall brand architecture, better stand out and immediacy of task recognition.
According to Steve Borengasser, platform and market segment leader of Asia-Pacific, “Making sure you’re using the right product can be especially critical in aviation where the product is specificed by an engineering-approved work process. So we used bold colors and abbreviations as devices to help them remember. Just like building designers use them to help customers remember where they parked their car. It has created excitement with our sales and marketing teams and with customers. They see it as proof that we are speaking the language of aviation and investing in innovation for their unique industry.”