Portland hardware maker Continental Brass licensed the Thomasville brand and struck a deal with Target stores to bring the cabinet hardware to retail environments. We led the design of the product merchandising – from aisle fixtures and point-of-sale to packaging. This hardware was going to be sold at a higher price than Target’s private label products, so our design work had to reinforce that with a premium look and feel.

The complete line of product packaging had to succeed in several areas: premium positioning, shipping protection, retail product visibility, strength for hanging on a hook, damage-free opening and closing, and size flexibility to accommodate 24 unique products in two finishes each for a total of 48 SKUs. The final package holds four pieces per pack.

In-store Merchandising Fixture Design

8-foot inline merchandising solution featuring painted wood details.

Detail showing a pad with tear-sheets that consumers can take home if they want to order online.

4-foot inline section—a simpler version of the 8-foot.

Packaging Design Development

Initially, we designed the packaging to hold one product. Although this supported the premium market positioning, it proved to be too bulky and too costly.

Concept rendering of single packs.

Engineering drawings of one of 24 recycled plastic inserts.

Organizing and testing prototypes for 48 different packages; printed die-cut packages awaiting folding and gluing.