The Problem:
Kentmere Photographic are an independent paper manufacturer
based in the Lake District. They have a reputation
for producing exceptionally high quality photographic
paper, however, as more and more photographers are
turning to digital printing, their market place was
beginning to reduce in size.
Their solution was to
develop a range of equally high quality ink jet
papers.
With a high price tag and low awareness
in this new market Kentmere were struggling to get
anyone
to consider
their product. That was when they turned to The
Factory for help.
The Brief:
To redesign the existing packaging to give it impact
on the shelf, whilst retaining the brand identity
and communicating clearly to potential customers
the usage's
of the paper contained within.
The Results:
Since the launch of the new packaging Kentmere
have begun to be taken seriously by the
buyers for large retail chains. The new packaging has
just helped them secure a deal to supply a
French photographic
retail chain and helped open negotiations with
a major supermarket chain. High street retailers
in the UK
are now considering stocking the product.
An
unexpected bonus of the packaging is that it
has helped them capture additional small
format business from their industrial customers. These
larger customers often use Kentmere media on
wide rolls to
print exhibition graphics and retail point
of sale displays. Kentmere has over a
60% share of this niche market. The small format
media (A4 and A3 cut
sheet) was generally bought by the IT departments
as opposed to the printing departments and
has been taken
seriously since the packaging was improved
and redesigned.
Garry Hume stated –"We
are being taken seriously now by retailers.
When people see the new packaging
they automatically assume that it contains
a quality product.
At trade shows people now notice us because
the packaging, especially
the yellow pack, stands out so well."
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