The Shear Partnership has a unique ability to review a brand, assess design opportunities and present insight on a category or market. Our clients often rely on this capability to help them distill the project objectives and focus the design process based on elements such as a review of competitive and category trends. Consumer shopping and purchasing patterns are analyzed and an in-store retail fact finding mission takes place in both competing, and often complimentary categories enabling The Shear Partnership to fully understand a brand, visually define its parameters, identify its shortcomings, and clarify its positioning in the context of the category and trends.
PRODUCT AND STRUCTURAL DESIGN
The Shear Partnership has the expertise and experience to develop product structures in a wide variety of product categories. We begin by assessing the consumers’ wants and needs in a particular category. Next, we assemble information about the current and potential packaging opportunities from your internal packaging technology group and outside manufacturers. This research helps us understand product life cycle issues such as consumer usage, display, shipping, disposal, and other contributing factors that will impact the design exploration, resulting in a very tight alignment between the brand identity, structure and graphics.
We then explore a variety of materials, physical qualities, surface shapes, textures and decoration options for the structure, and develop a broad range of design options each supported by a clear visual design rationale. We typically focus our initial design exploration on a single product size, and present thematic ideas demonstrating strategic rationale, visual support material for each, and include recommendations for application of graphics.
VISUAL BRAND IDENTITY DEVELOPMENT
The Shear Partnership’s core competency is the development and evolution of consumer product brand identities. Across a multitude of product categories and media we assess, manage, and create design programs that influence the fundamental visual elements of brand identity for major consumer products clients.
This work typically encompasses all design elements of a retail brand including, package graphics, display, structure and logotype development.
We feel that packaging is an incredibly important part of a brand’s marketing toolkit. Often times, particularly when a brand is not supported with traditional media, packaging can be the first introduction a consumer has to a brand. You only get one chance to make a first impression.
The Shear Partnership client relationships most often start with a package design program. Our principals have been creating compelling, relevant, memorable, and successful solutions for over 25 years. We have a fundamental understanding of the complex role a package plays in positioning a product, in shaping the consumer response to a brand on shelf, at home, and in various forms of communication, and lastly what makes a package unique from all other forms of retail brand communication.
The Shear Partnership is acutely aware that the best design program can’t succeed without a clear understanding of the production realities imposed by cost of goods limitations, global sourcing, the responsible use of materials, lifecyle issues, and other critical realities of the 21st century marketplace. While our creative work may push the envelope at times, we understand that our final solutions must thrive in the real world. This requires a systematic approach to assessing, understanding, creating, and implementing a design system that exists within a limited set of production conditions.
Our typical project not only encompasses the establishment of clear production guidelines for the design program, but communicates these guidelines to all marketing resources, often on a global basis, in a concise and usable form.
VISUAL GUIDELINES DEVELOPMENT
The Shear Partnership is often asked, as the last step in a design program, to coordinate the creation and implementation of a brand’s visual guidelines. The purpose of the guide is to establish the standards for consistent global application of the new brand identity and its various visual elements. A clear understanding of the overall design system is required, and the style guide will help achieve the maximum benefits from the new identity consistently applied across all products.
Typically this effort not only encompasses the establishment of clear production guidelines for the design program, but communicates these guidelines to all marketing resources, often on a global basis, in a concise and usable form. This reference may be used by brand management, creative management and outside resources to accurately reproduce the final "look and feel" of the brand identity across all visual media.