70 is the new 40
—finesse tools + crafts
For all the talk of marketing to Millennials, it’s easy to forget where spending power really lies. In researching this project, our team found that the fastest growing demographic across developing countries, accounting for about 70% of disposable income, is the 65+ group: healthier than ever, with a lifetime of accumulated wealth, and lots of free time.
It sounded like an opportunity to us. With that, Finesse Tools + Crafts, part of a retail store aimed at older consumers, was designed to fill this niche.
Multi-product retail store packaging
You're never too old to pursue your passions.
As part of a collaborative project, to create a retail store experience with packaged goods under dedicated sub-brands. Research a chosen target group and investigate their needs and wants, developing a diverse range of branded products for the store.
Working as a group, my teammates and I developed an identity for a retail store called Grand Sterling aimed at a senior demographic. We envisioned a range of products that would cater to their lifestyle, including healthcare, fitness, travel, entertainment and hobby goods.
Finesse was the sub-brand that carried hobby-centric products focusing on crafting, cooking, gardening and new hobbies. The brand name was chosen as a nod to the care that goes into perfecting a craft, while packaging was designed to be frustration-free while remaing attractive and relevant.