Jump worked with Canadian Tire to develop a private label line of covers called Tripel. This includes covers for everything from barbecue’s to boats to patio furniture. The brand was designated to deliver products across three different levels of quality – good, better and best. Jump was enlisted to develop the brand identity and package design that would deliver against this tri-level strategy.
We first established a look for the logo that features a distinctive ‘T’ icon that represents the idea of protection and can also be used on the product branding in isolation. The package design was configured with three complimentary colour schemes that represent the different levels of quality – the 200 level being predominantly white, the 400 level with a teal background and the 800 level being black with gold accents. The design architecture is consistent across the three tiers with a prominent feature area that carries the communication that helps to distinguish the different levels of product quality.
At the bottom of each package is the important sizing system that helps consumers understand the dimensions of the cover and whether it will be right for the intended use. It is a series of line illustrations complete with measurements that clearly delineates the sizing of the cover on the face panel of the boxes. This is a key element, along with the side panel window, that informs the consumer and minimizes damaged product caused by removal of the product from the packaging before purchase.
The Tripel packaging can be found in Canadian Tire stores across the country.