Yale

YALE is a global brand in the lock and security industry. In 2020, the Swedish brand repositioned itself and unified its global branding as part of a rebranding. The new brand mission was to be brought to a point at the POS.

Development of global specifications
Packaging journey / design insights
Research: brand protection
Design strategy and design concept
Prototyping / creation of samples
Development of blister alternatives
Packaging design 2D / 3D / 360°
Design manual und supervision

Our idea: The softly rounded, warm rectangle in the center of the packaging stands for the home and the end benefit “peace of mind”. The white and therefore invisible protection zone around this field symbolizes the functional brand performance “protection for the home”. The brand itself takes on the role of a “guardian” on the packaging.

The uniform, cross-range packaging presentation clearly differentiates itself from the competition and brings YALE closer to technology and consumer electronics brands. The result: The entire YALE brand relaunch was honored twice with gold by the Transform Award.

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