01 Nov


A New Brand and Packaging for Wood Anchors

For the introduction of the SCREW-IT-AGAIN brand, Roll & Chaiken Enterprises partnered with San Diego-based branding and packaging agency, COE Design. Supplying the product name and part of a logo, the client came to COE for help with the brand development. Knowing that the packaging is the first touch point a customer will see and form a first impression, COE was selected based on the vast branding and packaging expertise in consumer products.

“Just because a client comes with an unrefined logo, does not mean we need to use it as-is or discard it and start over” explains Laura Coe Wright. “We were able to improve on the concept and revise the typography and mark to give the brand a distinct look that represents the product accurately.” COE Design created the packaging to follow the parameters originally given by the client and ACE Hardware; that the product be hung on J-hooks, clip strips and counter displays.


Originally created as a pilot test program in five ACE Hardware Southern CA stores, a clear stock clamshell with a 4-color insert card was used in the test packaging. This allows the client not only to come to market sooner, but allows a short run of the three test sizes; a 2-pack, 4-pack and 10-pack. This design is being modified as a blister-pack for future launches. The SCREW-IT-AGAIN product is currently being sold in ACE Hardware, and the client reports additional interest from Dixieline and other home improvement chains.

The SCREW-IT-AGAIN product is the first snap-off product exclusively for stripped wood holes. A patented feature, the product has 9-scores at various diameters to create a tapered one-size anchor-fits all. The anchors allow you to re-use the extra pieces snapped off for various sized holes or simply unscrew it and use it again.

COE Design is a multi-discipline design firm that specializes in the strategy of blending branding, structural packaging design into a cohesive brand resource for clients. COE Design is passionate about creating smart solutions that help protect the planet.

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