The parent company in Europe wanted to harmonize its packaging worldwide, while the North American division was concerned that the common packaging design would alienate professional tool purchasers in the U.S. and Canada. Imagine needed to create a solution that would bring two cultures requirements together.
The North American graphic design needed to stand out on big box retailers' shelves and in professional tool outlets, while clearly proclaiming the Bosch difference. Imagine established brand and packaging standards for all products to be sold in North America, regardless of country of origin or product segment, including a comprehensive brand standard manual covering all applications of the brand from packaging to merchandising, promotions, and advertising.
The standards that Imagine created brought together universal artwork reproducibility, package structure and construction. Imagine was then charged with policing its implementation. Whatever the project, the Bosch Power Tools brand message is now delivered consistently to the professional tool purchaser in North America.