packaging case study  ///  stens retail program

Stens

A well-known and trusted name in the dealer and distributor segments for farm, agriculture, and outdoor power replacement parts, the Stens brand struggled to find placement in retail markets until the launch of its new program in 2022.

THE IDEA
Developing a new version of the Stens packaging required evolving portions of the current design and incorporating new elements. Adding depth to the hex pattern brought the consistent element of Stens branding with a modern touch. The brushed metal pattern infused an industrial tone to resonate with our customers. Finally, we utilized white space to add a level of perceived value and create visual separation from the traditional darker color palettes of our competition.

CALL OUTS
Narrowing the customer’s search and delivering the correct part quickly continues to be a challenge for replacement parts at the retail level. Even with smartphones, retail employees do not have the knowledge or resources to support customers with the same confidence as a dealer. Looking to reduce guessing, we include the top fit-up with brand color callouts on the front of each package and complete fit-up on the back. Each package also includes the machine icon to help customers differentiate between parts meant for walk behind, riding, or zero-turn mowers.

ELIMINATE WASTE
In an effort to reduce plastics we utilize a vinyl bag that sees up to 25% less plastic than our competitor’s blister card packaged products. This is the first step as we look to move to non-plastic solutions. We continue to look at cost-effective paper bag packaging with a wax coating that will carry the same shelf footprint allowing for an easy rolling change without disrupting our store sets.

market:
Outdoor Power Accessories

retail chains:
Tractor Supply
Rural King
Fleet Farm
Ace Hardware

initial launch:
2022