One of the more profitable areas of the business for Electrolux is the category of consumables and accessories. We licensed several brands, most notably Arm & Hammer and 3M Filtrete.

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We launched a brand called by HomeSource specifically for categories of products that didn't quite fit under the licensed brands. The Lowe's Home Improvement buyer wanted something low cost, but that carried a premium look.

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The simple black packaging with a hit of color was presented and the buyer responded with "these will look perfect sitting side by side with our Dyson products!" I took that as a great compliment.

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The packaging for 3M Filtrete and Arm & Hammer was created in collaboration with the terrific agency PUDIK. The marketing manager at Electrolux, the team at PUDIK and I worked together with representatives from our licensed brands to create highly shoppable products in a category that can be a bit confusing. Consumer research drove our goal to address two issues. One that the customer wanted to be sure that the product would fit their vacuum at home, and also that they would have confidence in the performance of the accessory.