Many popular products have not seen a change in their packaging for years. But are they missing an opportunity to energise sales with a refresh?
This is a question that’s been posed several times in the past year around the boardroom table at some of Onfire Design’s clients. However, rather than just talk about it, decisions were made to revisit the packaging of a number of products and, so far, the results have made the exercise well worth the time, effort and investment.
“We’re fortunate to work with a number of experienced brand owners that compete in crowded markets and understand the value of standing out from the competition. One of the keys to that is packaging and, even with well-known and successful products, a packaging refresh can have immediate and lasting results,” said Onfire’s principal, Sam Allan.
A great example of this is the CRC Car Care range. The undisputed Kiwi king of the category, CRC could see a number of aggressive competitors eyeing its crown. Onfire was given the challenge to modernise the packaging, regain shelf presence and breathe new life into a mature brand.

Onfire’s branding and packaging concept nailed the consumer promise, relaunched the entire car care range and solidified it as market leader. The same principle was also applied to the ADOS range. An everyday product in the trade, ADOS sealants, resins and mortar have been trusted for more than 50 years by professionals and home handymen alike. For this project, it was important that the refresh didn’t come at a cost to existing equity but the subtle modifications reinvigorated the range and gave it fresh momentum.
What’s more, Onfire’s packaging expertise isn’t limited to refreshing established brands as a quick review of its website will attest. In fact, new product launches including name development, logo design as well as packaging are exampled in this up and coming agency’s CV.
“We’re young and fresh but also very experienced,” said Sam Allan. “In fact, the arrival of Grant Alexander, one of New Zealand’s most celebrated designers, provides us with a unique blend of talent with the experience, passion, creativity and attention to detail required for this specialised craft.”
And when you combine that with Onfire’s capabilities in the ever-expanding digital arena, it’s easy to see why this is an agency running hot. To discuss your next creative project, contact Onfire’s managing director, Sam Allan, on 021 608 204 or sam@weareonfire.co.nz.
More information at www.weareonfire.co.nz.