Packaging

Merchandising

Description:
A manufacturer of solid surface vanity and kitchen tops known as Korstone. Primary distribution through kitchen and bath remodelers, plus some commercial work.

Objective: Increase size and profitability of company to position it for sale.

Program: Develop a branding strategy to gain distribution through The Home Depot

In the world of marketing, there is nothing more rewarding than the successful launch of a new product. We partnered with the makers of Korstone™ on their introduction of their line of solid surface vanity countertops. A total product branding strategy was developed, including product packaging, market research and point-of-purchase advertising materials. The account team was instrumental in obtaining nationwide distribution through The Home Depot. All of this was done in less than six months.

Korstone's award-winning packaging is now featured in The Home Depot book of Best Practices. Korstone™ vanity tops have the look and feel of Corian™ but cost much less. The creative team wanted the packaging to reflect the use of natural rock found in the product. This led them to Utah for a photo shoot of rock surfaces in Antelope Canyon. The rock photos became a major design element of the product's distinctive boxes and other marketing materials.

"The design blew us away," said the president of Korstone™. "In fact, the agency’s execution was flawless. Our timelines were tight so we especially appreciated the responsiveness. The service we received was first rate. The agency staff became real partners."

The strategy included a mid range price point niche, high-end packaging, merchandising, POP and retail floor training. The perceived value drives product movement, consumer brand acceptance and referral.

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