- 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
