“Think Creative opened our eyes to utilization of our facility for other purposes to increase revenue and facility use with minimal staff need.”

Executive Officer of DREAMS MOVIE THEATER


The consumer-facing sub-brand of Franklin Electric, a global leader in systems for water movement, Red Lion produced high-quality personal water pumps that were struggling to capture greater market share. Their primary challenge, they realized, was packaging design. This challenge was broken down into three sub-challenges, including 1) aesthetic differentiation, 2) clear and concise messaging, and 3) pump category identification/system creation. Red Lion has its own highly accomplished internal design team, however they wanted fresh and insightful direction to guide their packaging re-design.  


After in-depth qualitative and quantitative research into the company, the competition, the consumers, and the sales channels, we produced a packaging design guidelines document to direct Red Lion’s internal design team in their packaging refresh. Some of our suggestions included: eliminating an industry-standard color coding system; foregrounding Red Lion’s brand color story; condensing information through iconography use; and more.


  1. Unearth: We began by meeting with the C Suite of Red Lion to learn about the company. In this meeting we touched upon: historical and recent commercial performance; internally-perceived product and brand differentiation; core sales challenges and industry trends; and recent design approaches and results.
  2. Competitive Analysis: Investigating the client’s 16 main competitors, we conducted a shelf comparison trends matrix to identity patterns with relation to key packaging questions, including: product selection guidance; product photography size; use of white space; and other considerations.
  3. Develop Customer Insight: In order to develop baseline consumer attitudes toward packaging, we interviewed them on-site, at retail outlets where Red Lion products were sold. These interviews were quick and automated using ThinkWow, an innovative, visual-based polling system. With this and additional information, we then conducted a national, virtual focus group that included an exhaustive cross-section of potential consumers.
  4. Formulate Packaging Guidelines: After analyzing all of our collected data, we developed a comprehensive, illustrative packaging guidelines document, which made a number of concrete suggestions while allowing Red Lion’s team to remain creative within that strategic design framework.




Red Lion Pump Products


Brand Extension


Elementary and Middle Schools

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