Lane: Designing Three Hardware Brands into One
Category: Hardware Branding and Packaging Design
Lane made the strategic decision to bring its sub-brands for door furniture under the unified Lane brand to create maximum impact in stores. The refreshed branding needed to feel modern and appealing while retaining the heritage and trust associated with the Lane name.
Challenge: Designing Packaging That Stands Out in Context
The design process began in-store, observing how customers selected door furniture. Insights revealed that women were often the final decision-makers, which influenced design choices and focus group feedback. Understanding the retail environment was equally important, as colour combinations and packaging could easily blend in with competitors on crowded shelves. Visits to multiple hardware stores allowed us to see firsthand how products were displayed and how retailers promoted own-brand door furniture, enabling a tactical approach that ensured Lane’s packaging would rise above the competition without losing sales to others.
Solution: Tactical, Flexible Branding for Growth
The resulting packaging and branding design delivers strong shelf presence while staying true to Lane’s heritage. The new system was versatile enough to accommodate product line extensions, such as Lane Grande smart locks, for which we developed the name and concept packaging for submission to Bunnings. The unified branding ensures Lane can expand confidently into new categories while maintaining recognition and impact in-store.
Tactical, customer-focused packaging gives Lane a strong shelf presence while supporting brand expansion into new product categories.
Lane has had a long relationship with Mela Creative.
So when we decided it was time to review how we communicate our value proposition to the market we turned to Mela for advice. This led to a complete rebrand starting with the Lane logo and continuing across all facets of communication, packaging etc. The results are amazing and reflect Lane’s position as the leader in designer door furniture.”
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