SCOPE OF WORK:
CLIENT MANAGEMENT / BRAND AUDIT / IDENTITY DESIGN / HIERARCHY STRUCTURE / MESSAGING + COPYWRITING / LABEL DESIGN / WEBSITE DESIGN

OWN THE SHELF

Lorpon Labels, an established family-owned label company in Toronto, has a long-standing reputation for creating innovative label solutions for its clients; quality materials, consultation and service are at the core of their value offering. These are great foundational elements for the company, but were not being communicated to a broader audience. To build brand awareness, they needed tools to tell the story of their 30+ years of success and reach an audience beyond that of repeat business, personal networking and referrals. To evolve their brand perception from “manufacturer” to “label expert” – which required a completely different position and presentation to the market.

A team led by Tania Stadnik, former Senior Marketing Director at The Mezzanine Group and now partner at Hop Skip Marketing, took Lorpon Labels through a comprehensive communications audit to define their key markets, clarify their true value proposition and define a plan to tell their story – including the development of the bold tagline, “Own The Shelf”. Following this audit, Riordon was brought in to respond to the marketing plan and execute the design deliverables. The label industry is not historically known for leveraging thought leadership marketing, so Lorpon had a great opportunity to stand out.

If you’re going to be a leader in your industry, you need to look like one. Throughout the project, Lorpon emphasized the importance of process in their organization. We visualized this insight by creating a linear ligature – one that forms a cursive “L” (Lorpon) which flows into a second cursive “L” (client) and then back to the beginning. This visual represents a cyclical process that speaks to Lorpon's mission to provide partnership, guidance and consultation. Placing it in a circle gives the intricate linear a bold container and creates a singular focused icon.

The selected proposal has six colour versions (Red, Blue, Orange, Purple, Green and Grey). Red was selected to be used primarily, representing Lorpon's passion and energy, but the client has the option to use any of the others in communication to show versatility and their ability to colour-match. One of Lorpon’s quality assurance benefits is to guarantee colour accuracy within 97% of any Pantone® chip – an extraordinary ability in a digital printing environment. With that in mind, we made sure to offer a vibrant, energetic colour suite. Depending on the application, Lorpon can use any one of them to show variety and accuracy.

To complement the icon and spell out the company name, we created customized letters that share the linear design of the icon. This was also applied to the lettering in the tagline “Own The Shelf” which, in application, is treated more like a secondary identity and signature marketing line.

Lorpon also needed an online presence to effectively communicate their design and production capabilities. For brand continuity, we repurposed product imagery and palette development from the sample book and expanded on product offerings. To put a face to Lorpon we introduced the management team on the website, which had been missing from the previous website. The website provides public access for Lorpon to showcase their expertise, equipment, success stories and case studies.