Strategic portfolio refresh designed for faster shopper decisions.
Weiman, a leading specialty cleaner brand with deep household penetration, needed to maintain relevance and attract new consumers in an increasingly crowded and competitive category.
Following our Path To Performance™ process, we identified which equities to preserve and where the brand needed to evolve. Rather than overhauling what consumers already trusted, we modernized Weiman’s brand positioning and packaging to enhance shelf performance without disrupting familiarity.
The new design system introduced a unified architecture centered on a bold shield icon as the key reason-to-believe. Surface-specific visuals helped clarify product use, and streamlined 3-in-1 messaging delivered immediate benefit comprehension. Every element was built to increase shopability and drive purchase behavior in real-world retail environments.
The result was a distinct, intuitive packaging system that improved category navigation, strengthened consumer connection, and drove a 7-point lift in purchase intent. By designing with data and optimizing for real-world shopping behavior, Weiman is now positioned to accelerate growth and expand market share.
