During a review of Studio One Eleven’s custom design capabilities, the Purchasing Director of Red Devil offered that the company was considering a new value-added product launch. Red Devil is one of the leading suppliers of professional painter’s tools, caulks, sealants and fillers. Red Devil had experienced moderate success with a clamshell wall patching kit including a half-pint tub of spackle, a putty knife and wall patch. Seeking to improve the user experience and shelf appeal, Red Devil opted to leverage smart design to target ‘apartment dwellers’ and ‘DIYers’ that needed to do quick spot repairs on plaster and drywall surfaces.
Studio One Eleven conducted a thorough examination of the category and Red Devil’s leading competitors’. We found that most product offerings were divided between >2lb tubs, which contained more product than an infrequent user needed, and <2lb tubs that were too small to use with a putty knife.
Studio One Eleven generated various designs that fulfilled the target fill volume requirements while improving the users’ experience. The resulting solution had several enhancement features including a built-in putty knife and optimum tub shape. The “easy-scoop” design is slightly bowed in the center with generous radii in the container base. The putty knife is visible to the consumer via placement under the clear PP lid. The lid’s snap-in feature also functions as long-term storage for the putty knife promoting re-use. Red Devil’s One Time Spackle provides the consumer with everything they need to quickly and easily apply the just the right amount of product.
At the onset of the project, Red Devil could not justify high manufacturing volumes and high costs for domestic tooling, limiting their options to commercialize the new product. By taking advantage of Berlin Global Packaging Group’s sourcing expertise, Red Devil was able to launch this package with affordable tooling costs and smaller production runs. Red Devil is now in a position to penetrate additional accounts with this user-centric and functional packaging solution.
