Challenge
Comet has been a trusted heritage brand since 1956 but their packaging has been locked in time making the brand feel outdated and irrelevant. So, it was now time to awaken a ”Sleeping Giant.” LAM was challenged to redesign the brand’s identity and packaging system to appeal to younger consumers and reframe product segmentation to establish a tiered system that was easier to shop.
Solution
A powerful bullseye logo with a soaring comet sparkle unifies the line and creates a bold and distinct brand presence while leveraging the brand’s iconic red & green color equity. Foil accents present a premium sensibility for the brand and aid in segmenting the 3 tiers: base, premium (Ultra) and value (classic), allowing the brand to command attention at shelf.
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