Client
Polycell, ICI

Design Consultancy
Elmwood
Nicolas Mamier
0207 287 7260
nicolas.mamier@elmwood.co.uk
www.elmwood.co.uk

Polycell’s Pollyfilla range includes a product for nearly every DIY task. Until recently, however, customers were having trouble working out which product to choose, causing some to defect to other brands.

Elmwood were called in to create a portfolio structure and naming hierarchy to help customers navigate this extensive range. Stripping everything back, Elmwood positioned the Polycell masterbrand as hero, using clear explanations for product use and purpose. Simple colour codings and illustrations were also introduced to help customers identify what they need.

In the four months since relaunch, Polycell has recorded a £1.44million gain. That’s an increase in market share from 53.6% to 56.9% without any marketing or promotional support. It looks like Elmwood have smoothed over the cracks.

Bronze
Packagaing - Branded - Non food