Vidalforce

Context

Vidalforce was an established consumer brand with growing commercial ambition but no coherent packaging architecture. The range lacked consistency, there was no structured framework for extending into new products, and the brand did not yet support a female line.

The business also required packaging and brand assets that could operate consistently across online retail, marketplaces and physical stores. The brief was to define a framework that could scale operationally, support new product lines and remain coherent across channels.

My role

I led the development of the packaging system and brand evolution for Vidalforce. My responsibility was to define a clear, flexible structure that could accommodate both male and female products while remaining commercially viable for retail and e-commerce distribution.

“Ensuring the system was practical, extensible and realistic to implement at scale.”

Approach

The starting point was to treat the range as a system rather than a collection of individual products. Instead of designing packaging SKU by SKU, the focus was on defining a structure that could support expansion into new categories.

Packaging architecture decisions

The packaging framework was structured to be modular. A clear hierarchy was established for brand, product name and key information, supported by a shared layout logic that could flex across different products and audiences.

Controlled variation was introduced to differentiate male and female lines without fragmenting the brand. This allowed expansion into new categories while retaining recognisability.

Brand development

Alongside the packaging system, the wider brand was refined to ensure it translated consistently across digital and retail environments.

This included refining the visual language to improve cross-channel consistency, ensuring the brand performed effectively on e-commerce listings, and aligning digital assets to reinforce the same brand cues.

Outcome

Vidalforce launched a coherent and scalable packaging system that successfully supported the introduction of a female product range and expanded the brand's presence in retail and e-commerce. The framework reduced the need for ad hoc design decisions and provided a stable structure for future growth.

Reflection

This project reinforced the value of systems thinking in packaging and brand work. A well-defined structure creates long-term commercial stability, reducing the need to revisit fundamentals with every new product. By focusing on architecture rather than one-off designs, the brand was able to evolve without losing coherence.