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THIRARD relies on the experience gained these past 5 years in terms of web and packaging. The company pursues its revolution and is involved in major projects which will allow the brand to push forward in terms of impact in stores and customer experience.
Thirard’s graphic identity has known successive evolutions, while preserving its guideline, a drawing of a key. This new version represents a kind of culmination in the logotype transformations. This logo corresponds to Thirard key head design and therefore becomes an iconic form, a distinctive sign of the brand. The combination of the sign and the name gains on strengh and impact in the medias.
Finally, the signature is completed of the date of creation which confi rms the sustainability of the company.
Thirard implements a new range structure which clarifies the off er and the product organization in the layout. The product families are gathered in major categories and the range levels are clearer.
These categories become Thirard’s umbrella brands: eco, protect and resist
The principle of information on use values is modernised and completes this organisation. These umbrella brands indicate a progression of range and safety levels. A colour system – the “landmarks” – allows the consumer to clearly identify areas and products.
The prime objective of the redesign was to make packaging more visible in stores. The adoption of white as background color makes it gain a luminous effect and has a more significant impact. The white background is completed by a framework which brings a technical touch. In the same logic of ranges segmentation and in an efficiency objective, we have structured the packaging according to a rigorous principle of information prioritization. 1 – Thirard logotype is at the forefront (brand affirmation)
2 – Then we can find the security level and the product use
3 – Finally, pictograms indicate product characteristics.
In addition, a text gives technical details
The addition of a security level, graduated from 2 to 10, gives a clear product segmentation. The scale progresses with the range level of umbrella brands :
Eco / Voyage : 2-3-4. Protect : 5-6-7.
Resist : 8-9-10
These levels are consistent with price ranges and encourage to choose more security.
In the pursuit of the work undertaken on product use, pictograms adopt a new design much more stronger. The product use is more obvious, and the use pictogram as a whole is very visible.
New pictograms regarding characteristics, product specificities (protection, resistance, warranty,…) enrich the information and give a more qualitative perception of the product.
As a whole, this new Thirard packaging makes the identifi cation and the choice of product easier for the consumer. It helps transform the research into purchase.
The new packaging has been thought within the objective to optimize Thirard layout organization. Thanks to «reference points» Eco/Protect/ Resist the vertical implementation is clarified. The range upgrading from the bottom to the top and from the left to the right is clearly identifiable.
This implementation is completed by a Merchandising kit composed of high signage, middle band, specific shelf advertising and separators.
A complete range of displays is also off ered for every promotional operation.
The redesign of Thirard website – www.thirard.fr – and Thirard’s subsidiaries websites is the very expression of major evolutions in the company in terms of communication and services. This new web approach fits in Thirard general policy around customer’s experiences.
Thirard website evolution translate into :
•The provision of complete product database, which thus provides an extension of our off er in our distributor’s platforms
• The access to technical information on the whole catalog references, as well as downloadable documents.
• The regular release of operating instruction tutorials and technical advices
• Supporting professionals thanks to training
• The regular renewal of information on new products, events, and company news
• The redirection towards a physical or web point of sales during the research, in order to transform the research into purchase
• Creation of an online key ordering service
The activation of these services and the animation of social media confirm Thirard’s commitment in the digital, in order to meet customer’s needs in terms of information.
