Prior to the rebranding, Modern Leisure encompassed several unique product collections, each with its own logo and branding. There were no clear indications of features or quality, often leaving customers confused.
The solution was to consolidate and refine the current product lines and lump those that remained into three clear buckets: Modern Leisure Basics, Modern Leisure, and Modern Leisure Pro. Execution of the new branding included several graphics introducing customers to the tiers and explaining the unique features of each. Additional graphics detailed which collection of covers would be best suited for various needs, climates, and lifestyles.
Although Modern Leisure is primarily sold online and shipped direct-to-consumer in a cost effective shipping bag, the brand is also available at a handful of retailers.
The brand tiering has been reflected in the box design as well. The vertical banding on the left side of each panel denotes the tier and clearly calls out the specific product features. On the back, the customer can find the full cover assortment for that collection.
The three tiers are easily distinguishable on shelf and the modern, clean design allow the customer to quickly find the specific cover they are looking for with confidence.