Kaspersky Lab, champions of software protection, realised their current packaging design was failing to communicate the technical benefits in a positive manner and lacked impact on shelf. Identica was tasked to create new packaging.
We found Kaspersky wasn’t the only security software company with a branding issue: the sector is cluttered, with competitors struggling to differentiate and create impact. We saw that consumers would engage more if we cut out the techie jargon and negative information about IT problems.
We created new packaging using clearer messaging and strong illustrative icons and typography that presented Kaspersky in a fresh, visually striking and confident manner on shelf. It stands alone in the category with a real sense of meaning, style and personality.
WHAT WE DID
Brand strategy, brand architecture, brand identity, packaging design, brand management.