Derrick Lin


Designed by Murray Brand Communications, United States.

To enhance the perceived quality of Genuine Innovations’ products at retail, Murray Brand Communications designed a new packaging system for 25 SKUs with a primary focus on improving visual consistency, readability and eye tracking. As a starting point, 12 different packaging layouts were organized under one common graphic signature. Value propositions were then staged to improve the hierarchy of read so consumers could quickly differentiate between product offerings and price points. The addition of quality cues such as the brand’s category leadership and “Pro Series” sub-brand designation are final elements presented to help close the sale whether the consumer is a competitive cyclist or casual weekend rider.