CLIENT OVERVIEW
MMi Creative was employed to design corporate look and presence for Phenix Cabinet’s new line of “off the shelf” cabinetry – Gran Manor – that was going to be test marketed in selected Lowe’s home improvement stores in the southeast US. This was a line of higher end construction and finish cabinetry than what was currently being offered in Lowe’s stores.
We started with the design of the Gran Manor product logo and a color system to maintain consistency across pieces and media. We also decided to use the campus leaf motif in the logo as an uniting pattern in packaging and collateral.
One of our main challenges from the manufacture was to design cost-efficient packaging that both protected the product and still connoted the upscale elegance of cabinets. We also needed to conform our packaging designs and supporting product collateral with Lowe’s display standards.
Gran Manor cabinets were successfully sold and marketing in Lowe’s stores for approximately a year until the parent company, who’s main line of revenue was custom cabinetry to home builders, went out of business during the housing crisis of 2009/2010.
SCOPE OF WORK
IDENTITY DESIGN
PRINT DESIGN
PACKAGE/DISPLAY DESIGN
PACKAGING & LABELS
Side sleeve packaging was designed rather than full box packaging. This served two advantages: 1] the same size sleeve could be used for the various cabinet widths – only a die-cut design for the upper cabinets and the lower cabinets was needed; 2] the customer can see and feel the cabinet finish. Vertical letter and color coded labels were designed to further identify each cabinet size and type.
LOWE’S STORE DISPLAY
Various pieces were designed and produced to support the brand in the store display. All these pieces were produced in English and Spanish and were displayed according to Lowe’s display specifications.
