Safer Brand — Lauren Duffy Designs

The True Story about the Rebrand of Safer Brand®

Let me tell you, when I was given the chance to rebrand Safer Home, I knew it was a once-in-a-lifetime opportunity. With sales lagging and an outdated design, Safer Home needed a fresh start. I knew I had to act fast before this golden moment slipped away.

So I hit the ground running, researching the competition, brand awareness, and the latest in modern package design. I put in extra hours, poring over my findings and crafting a presentation that showcased my ideas, reasoning, and options. When I presented it to the brand manager, their reaction was priceless. They loved it!

But that was just the beginning. The presentation went on to impress the CEO and board members, who were blown away by the possibilities. The response was overwhelmingly positive, and before I knew it, we were moving full steam ahead.

With the approval to proceed, I was able to unleash my creativity and create a new brand identity that truly spoke to the target audience. The new design made Safer Home products stand out on shelves and search results, breathing new life into the brand.

In one year at Home Depot, we made $7.9 MILLION in sales
In one year, I DOUBLED brand awareness
In one year, 3 products hit $1 MILLION in sales

Safer Brand® Home Rebrand

PHASE 1

I conduct research on the target audience and competitors to gain insights into the market and identify opportunities for differentiation. I was able to define the brand's positioning, messaging, and personality.
After determining the brand architecture and hierarchy, I create a new logo and visual identity system that reflects the brand strategy and personality.
I selected a color palette, typography, and other design elements that convey the brand's values and differentiate it from competitors.

PHASE 2

I designed and produced all brand collateral, including brand guidelines, design icons and packaging designs that went to print item description
I generate buzz and excitement through pitching it to retail buyers. Safer Brand Home launched four products exclusively at The Home depot in 2020 with a full in-aisle display.

PHASE 3

The brand continues to expand products and can be found in your local The Home Depot, on Amazon, and on the Safer Brand website.
More fun things are in the works now!
I regularly review and update the brand strategy, identity, and messaging to stay relevant and competitive.