Tuffy - Label System

The Challenge:
TCI Coatings approached me because they were expanding Tuffy Industrial Finishes into retail after securing a deal with NAPA. Their current packaging was designed for industrial buyers, lacked cohesive branding, and did not clearly differentiate product types or communicate benefits. They needed a retail-ready system that would stand out on crowded shelves, convey professional quality, and make product selection intuitive for new retail customers.

The Approach:
I focused on creating a unified, visually striking brand system that balanced industrial strength with retail appeal. The strategy centered on hierarchy and differentiation, clear benefit-driven messaging, and a cohesive design language that could scale across all product types while instantly signaling quality and reliability.

The Execution:

• Designed a shield-shaped crest across every can to communicate durability and industrial strength.
• Added metal-textured edges for a premium, professional feel.
• Introduced color-coded bars behind the shield to differentiate product types at a glance.
• Developed a custom shield-inspired logo font and simple benefit-focused icons to clearly communicate technical features.
• Applied subtle textured gradients in backgrounds to distinguish product lines while keeping the system cohesive.
• Structured label information for maximum clarity: product type, benefits, usage instructions, and safety info presented in a clean, logical flow.

The Impact:
The redesign gave Tuffy a strong retail presence that stood out on NAPA shelves and other retail outlets. Product differentiation was immediately clear, making selection faster and easier for customers. Benefit-driven design boosted purchase confidence, and the system established a scalable foundation for future product expansions, unifying the Tuffy brand across industrial and retail channels.

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