The challenge was to create a good-better-best story on a simple commodity product like metal coil. Metal coil used to be bent for custom trim “element’s” on a home.
An elemental solution was created. Using basic lettering and numbers each type of trim coil was represented. Q800 became Q8, Basic became a B, Copper became Cu and so on.
The campaign started as an overview brochure, then it translated into a complete packaging redo, the final branding was communicated to QE customers by filling the new cartons with elemental branded t-shirts.
With the simplicity and boldness of a black and white carton the brands are easily identifiable in the manufacturer’s warehouse and their customers!