SORBOTHANE

PACKAGING REDESIGN

 

STATUS

 

Sorbothane is the market leader in shock stopping insole technology. But to look at the old packaging, you might be forgiven for thinking Sorbothane products were a cheap odour eater that you find in any

high street shoe shop. The dysfunctional line up of SKU's was compounded by shoe size variations and multiple language export packs.

 

CHALLENGE

 

To revolutionise the

Sorbothane packaging (graphics & structure), promoting Sorbothane’s unique shock absorption properties, providing clear differentiation across

the range and introducing a modernised category relevance

to reflect Sorbothane’s market dominance.

 

RESULTS

 

Year on Year sales increased from 1.32 million to 1.78 million, an increment of 34.8%. Our internal structural mechanism made significant SKU rationalisation possible. Our dual language/ten language

fix-a-form combination means that the packaging is now harmonised across Europe. Collectively this reduced the number of SKU’s and amount

of packaging by 50%. The reduction in SKU variations

has also delivered a 20% improvement in the transit outer efficiency and reduced supply chain complexity. The new, more robust pack format has reduced packaging ‘returns’ by 40%.

Sorbothane branding and packaging redesign by Design Activity
Before and after packaging

OLD

REDESIGN

NEW BUSINESS

ENQUIRIES

 

Andrew Stroud

Managing Director