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Black & Decker
Black & Decker wanted to reposition its
best-selling Kwikset lockset brand to capture
a share of the mid-tier market. Anchored
by Kwikset’s tagline, "The beauty of strength,"
MiresBall developed a product narrative
emphasizing the brand’s dual focus on top-notch
security and elegant design. The new packaging
system—which encompasses eight product
categories across two pricing tiers—highlights
Kwikset’s most recent proprietary technology,
and appeals to consumers who don’t want
to sacrifice aesthetics for safety.
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