The Drucker Group

Comp24 provides packaging comprehensives to package design firms, ad agencies, TV and photo studios, plus sales samples to CPG companies.

Internally, interviews were conducted with senior managers, operations and key sales personnel. Externally, in-depth interviews were conducted with package designers, brand owners, agency creative directors, photographers and production managers.

• Competition had sprung up everywhere
• A new, young breed of designers and art directors we're not familiar with the value of package comps
• The market was in need of more than just comps

Comp24 needed to re-position itself as the premiere source for packaging expertise of all sorts — from comps to consultation. The solution was going to require a new message with a new identity.