Darn Tough Vermont, the American manufacturer of a growing collection of performance socks for every activity and every day, announced an entirely new packaging program, set to roll out to retailers nationwide. Using a bold color-coded system that pops off any in-store display, the new look makes it easy for customers to find exactly the sock they’re looking for every time, said the company.
Gender, size, height, weight and cushioning each are given their own consistent location across all categories and are printed directly on the package, eliminating the need for multiple, potentially confusing stickers. Also new product information appears in three languages, English, French and Spanish. Easy-to-read, key feature and benefit information is displayed prominently on the back, as is the brand’s celebrated “Rosie” and “Blacksmith” artwork.
“As our collection, brand awareness and distribution network has continued to grow, we’ve realized the need for a streamlined packaging program that works harder on the shop floor. The result is packaging that’s lighter, brighter and more intuitive,” explains Ric Cabot, Darn Tough Vermont president and CEO.
Beginning in the next few weeks, Darn Tough’s new packaging will be phased in to retailers worldwide.
“Everything we do goes through the ‘Darn Tough filter’ and our approach to product packaging is no different. Darn Tough Vermont packaging is produced using water soluble glues, vegetable-based inks and recycled paper. We’ve focused on reducing the amount of material used in each package while still delivering a premium system that’s worthy of our Darn Tough socks,” states Brian Brand, Marketing Director for Darn Tough Vermont.
