Eclipse brand curtains product line
  • Client: Ellery Homestyles
  • Category: Textiles & Home Furnishings, Home Improvement DIY

“Brand management is a foreign concept in fiercely competitive home furnishing categories where the retail buyer typically calls the shots and product manufacturers answer. Eclipse was among the first to break that rule and – through consistent and careful branding – become a wildly successful model that competitors seek to emulate, retailers envy and proves the power of branding.”


Project Goals

  • Leverage consumer product background of new ownership
  • Build new brand to launch breakthrough textile technologies

Of Note

  • Brand management strategy breaks the rules in the home furnishings and textiles industry
  • 3-tiered Sub-brand architecture supports good, better, best marketing
  • Consistent packaging system across sub-brands and line extensions
  • Simple, and to-the-point product features and user benefits
  • Energy-Smart™ seal leverages energy conservation
  • Ellery Homestyles ownership credits the strong Eclipse brand identity and structured packaging design system as a key component in the line’s success. The Eclipse brand is now recognized as the voice of authority for Energy-Saving, Noise-Reducing Blackout Curtains.
  • Branding strategy and packaging design system grows a “what-if” idea into a multi-million dollar enterprise