Deere & Company
John Deere Packaging
When Deere & Company determined that their current licensed product packaging lacked a visually consistent design approach, they decided to engage our team to refresh the John Deere licensed product packaging program and establish standardization guidelines for its implementation across all consumer product categories on a global scale.
Prior to design development, we conducted a Package Design System Evaluation to examine the effectiveness of the current John Deere licensed product packaging. Our findings revealed that the dramatically different looks being implemented by each John Deere consumer product category were diluting the brand’s presence and confusing consumers in mass and specialty retail environments. They were also contributing to a disjointed look at John Deere dealerships. Our evaluation culminated with a recommended path for a design refresh that would establish a common design architecture and a visually cohesive treatment of the brand across all consumer product categories.
Our design solution leverages a new design architecture – a white vertical column containing the John Deere trademark, which works in conjunction with a vertical yellow stripe – that anchors the left side of every package panel. To the right of the design architecture, each panel is filled with green. Product photography is cleanly silhouetted and retains natural shadows, often breaking across the vertical yellow stripe to add visual drama. The product name aligns horizontally with the John Deere trademark while benefits and features text aligns with the right side of each package panel. Categories are identified by the use of farm scene imagery in tones of dark green against the base green. For Home, Gifts and Collectibles, the imagery is photographic. For Toy, Preschool and Johnny Tractor and Friends packaging, the imagery is illustrated in a different stylistic approach for each.
Standardization guidelines were developed for each John Deere licensed consumer product category, presenting global partners with packaging assets and templates along with easy to follow instructions for design implementation.
