• Philco Tools



    Creative Agency: ASTOR Branding
    Creative Directors: Matías Manuel Frade, Federico Poscek
    Project Type: Produced, Commercial Work
    Client: Philco
    Location: Buenos Aires, Argentina
    Packaging Contents: Tools

    Brief:
    • Work on Philco's tool line cosmetics
    • Take into consideration the segments where they compete, either by color, range, etc.
    • To assess the best way to communicate cosmetically these types of products on the market.
    • Perform design guidelines for its different types of packagings.
    • Achieve competitive proposals that stand out in the market and in the competitive set.
    • Work in positioning Philco Tools in the intermediate range with a projection to the high-end category.

    Solution:
    • Analyze color ranges to communicate these types of products on the market and its correlates with other segments of the competition.
    • To develop a system rich enough in colors, fonts, shapes and icons that could expound this balance between the world of tools, safety and quality.
    • Do not lose sight of the consumer brand and in turn to capture the audience that does not know the brand in this new segment.

    Project development:
    • Search the positioning of a product in a market with such a broad and competent competition is not an easy task. The analysis and search were essential to determine the place of the brand and its positioning.
    • The use of a graphic system was a key factor that enhances the characteristics of the brand (quality, track record) and the segment (safety, durability).












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