Stihl

Stihl is an interesting brand and quite a different business model in the way in which they work with retailers. Stihl retailers have to deliver the product to purchasers fully assembled and running and also have to be able to provide spare parts and service for the product over the course of its life.

Because of these requirements Stihl only sell to qualified retailers and they are tied to each other in a similar way to a Franchise operation. At the same time these stores are not exclusive and while they may not sell other brand of chainsaws, they often sell Honda Generators and equipment, mowing brands and spare parts and so on. All targeting the same consumer.

In addition to chainsaws (which were invented by Stihl) a full range of Stihl Safety Equipment and accessories are also sold - from helmets to hearing protection, chaps and more. Because the retailers are tied to Stihl they can also stock these products but the products were being shipped to stores in generic boxes, and these same products are sold by multiple retailers and even other brands in the same retail stores.

To compete Stihl needed proper retail packaging that sold the brand plus all of the product features and benefits, with great product imagery and specs that are simple to understand. We worked with them to build that packaging design system for both Consumer and Professional Grade Safety Gear and accessories.