Packaging Design.

When most companies make "tools for women" - they typically just slap some pink on a cheap hammer and jack up the price. Not with Latitude. The strategic positioning of this brand was to create innovative, comfortable designs that are both easy to use and multi-functional.

The accent color on the Latitude brand tools are a soft blue/purple, and the handles of each tool are soft yet sturdy. The previous packaging achieved the goal of a not overly-feminine look (read: offensive packaging... remember Bic's pens "For Her?", anyone?), but my thought was that it took it too far and was a very clunky and not an elegant solution. My design introduces softer colors and gradients, a diecut right edge on each package (which looks fantastic in a larger P.O.G.), and an opened trapped blister so that the customer can actually feel the handles.

As this was more of a premium price-point - we definitely hit the mark!

As for the tools themselves... to be honest - I still use these tools on a regular basis and I love them. It's always great to do work for a product that you can fully get behind.