New HP Packaging
Brand Engine has recently redesigned some of HP's printer and ink packaging:
"To stay ahead of the
curve in a slowing economy and fierce competitive environment, HP's
Imaging and Printing Group (IPG) wanted to change their conversation to
include a more youthful demographic, while staying true to their
amazing product innovation and leadership position.
Engine began the process through in-depth discovery and analysis,
bringing clarity to HP's challenges in their dynamic
environment. Distilling HP's core qualities into a brand strategy,
Brand Engine developed an authentic, meaningful and memorable brand
story that communicated HP's long-held and often overlooked status as a
category leader and innovator. The brand story was translated on
package through a modern, genuine style that spoke to a younger
audience, while still resonating with their loyal customer.
Results: Increasing their appeal with devoted users and new audiences
alike, HP retained their leadership position and successfully
solidified themselves as the technology brand of choice. Post-design
research indicated that the new packaging system resulted in
double-digit increases in brand awareness and value perception."