Perennial Packages Up Another Award

April 2015

Perennial Inc. has won a bronze Vertex award for the branding and packaging we created and designed for reconstructing the Canadian Tire MAXIMUM brand.

The Vertex Awards competition is the only global contest devoted exclusively to the art of private brand packaging.  The 2014 competition included 250 entries from 21 countries and 55 retailers.  The awards are selected based on creativity, innovation, and marketability.

Perennial revitalized and elevated the Mastercraft MAXIMUM brand to be the best-in-class premium tool that trade professionals could trust. The brand was differentiated on major product improvements centering on quality, performance, and innovation. It was designed to be the new authority on tools.

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Leaving its Parent

The first major step in launching the new positioning was to become a stand-alone brand rather than a sub-brand. MAXIMUM was leaving the parent brand so it could more precisely target the new consumer segment.

The new design incorporated a bold, authoritative word-mark with subtle building and construction cues. An emphasis was placed on the deconstructed silver “X”, adding a distinctiveness the brand could hang its tool belt on.

The packaging was updated to reflect the new positioning and direction. We also developed a communications hierarchy that showcased key product attributes. Detailed packaging standards accommodating final artwork for production and prepress partners were also created.

There’s little wonder Perennial Inc. continues to win to the Max.


See full case study here