Gerber Legendary Blades
Gerber (the blade company, not the baby food company) hoped to redesign their entire line of more than 200 skus while simultaneously invigorating their brand. The 200 skus were packaged in 150 different clamshells (the packaging form factor, not the edible mollusk). The major challenges were: increasing cost efficiency, automating assembly, increasing security, and creating a consistent graphic language (the design kind of graphic language, not the swearing kind). Our solution was: simplification and unification—creating one cohesive look across all packages. We also found a way to feature the product as a key visual, and effectively reduced the number of clamshells from 150 to 6. The results of the repackaging also strengthened the brand, fueled Gerber’s aggressive expansion into new retailers, and allowed them to successfully enter the lighting and gear markets (gear as in shovels and axes, not as in first, second or third gear).