Strategy, rebranding and design of the Rab Merino baselayers.
The Merino+ Packaging Project was initiated by lower than average sales in the product category. Based on that feedback we decided to launch a comprehensive look into the product, how it is displayed, how it is marketed and where improvements could be made.
One of the key conclusions of the project was that renaming and aligning the product to existing consumer knowledge bases would make transactions more straightforward. It was necessary to create packaging that reflected the findings of the strategy research and introduced the name Merino+ to the Rab consumer.
The packaging had to reflect the brand values of Rab, identify as an all-round garment, and reflect the premium price point of the garments.