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In the competitive world of consumer electronics, standing out is challenging. Each category is saturated with dozens of similar products boasting cutting-edge technology. However, Nimly, a smart lock company, managed to double its quarterly revenue by distinguishing itself through clever branding and innovative packaging and print design. Here’s how they achieved it.
Background
Nimly is a startup specializing in smart locks that are innovative and user-friendly, offering access via codes, fingerprints, or a mobile app. Despite the high quality of their products, distinguishing themselves in a crowded market was challenging. This led Nimly's founders to seek help from Most Studios.
Challenge
Most smart lock companies focus on differentiating themselves through technical specifications and advanced features. Our research, however, indicated that while this approach appealed to male consumers, smart home purchase decisions were predominantly made by female buyers. Conversations with these customers revealed that their priorities were different; they were less interested in the latest Bluetooth standards and more in trust, comfort, and security provided by high-quality locks. Consequently, we shifted from the tech-heavy messaging that dominated the market to create a brand identity that exudes warmth and humanity.
Solution
The goal was to forge a brand that champions safe, smart, and intuitive locks that reassure homeowners and “better homecomings”. Instead of touting technical specs, Nimly repositioned itself as a lifestyle brand emphasizing comfort, security, and a welcoming atmosphere for homeowners, friends, and family.
Execution
To convey this new brand identity to potential customers, Nimly's messaging—from the brand and website to packaging and print design—was centered around this refreshed focus. The design incorporated warm green tones, relatable homey portraits, and cheerful illustrations, which not only caught the eyes of passersby but also sparked curiosity and conveyed a welcoming feel.
Nimly's unique posters and packaging prominently featured the new logo, which combines the shape of an 'N' with a house, accented with tech elements to highlight innovation. The packaging, inspired by vibrant lifestyle brands and including innovative 3D elements, stood out on shelves dominated by monotone boxes focused solely on tech specs. This approach not only drew new customers but also significantly enhanced customer experience, satisfaction, and loyalty.
Results
Nimly's commitment to creating a unique brand and impactful print and packaging designs not only led to a partnership with Europe’s largest in-store retailer but also doubled their quarterly sales.
Takeaway
Standing out in a crowded market involves various strategies, but never underestimate the power of fundamental branding. A compelling message and print and packaging designs that resonate with your target market's values can significantly amplify your product's success.
For more inspiration on innovative packaging and print designs, explore these resources:
Most Studios is a UI/UX design & branding agency that drives breakthroughs in revenue and customer engagement. We empower businesses to gain a lasting edge in their space through innovative strategies and compelling brand experiences.
