Lane Packaging

Originally approached to design new Lane packaging concepts for a new, updated look for the entire range of door furniture and accessories, Mela has taken this project from concept to final artwork stage for over 150 different Lane products.

The brief was to create a premium packaging design that could be applied across the entire range in order to bring the brand together to a unified look and appeal to both the building industry and to retail shoppers alike.

Mela-Creative Sandhurst Anchovies

Our strategy was to primarily create brand shelf presence as priority whilst maintaining an overall “red” Lane packaging look. The major change was a focus on brand colour rather than function colour coding, which was more prominent in the old packaging. A white masthead balances the predominant red of the pack body to give a more sophisticated look. The original colour-code of red for Entrance, blue for Privacy and green for Passage was developed by Mela Creative exclusively for Lane Security over 10 years ago and has since been adopted across the industry as the norm so has been maintained.

Mela-Creative Sandhurst Anchovies
Mela-Creative Sandhurst Anchovies

The final artwork production stage involved creating individual artworks in various pack formats of Lane packaging including blister boxes, boxes, blister packs, polybags and cards. The consistent use of red across the entire range reinforces the heritage of this well-established brand that has evolved from being a supplier of a functional range of locks to one that offers the widest range of stylish door offerings for the home.

We've been evolving with ITW Proline and Lane Security for over 20 years.

Mela-Creative Sandhurst vinegar
Mela-Creative Sandhurst Anchovies

We recreated a Lane logo from supplied preliminary drafts with adjustments and the addition of a new tag line to make the branding more prominent. The concurrent 100 year anniversary of the brand was a great way to incorporate the company’s heritage onto the packaging with the addition of a 100 year logo.

"ITW Proline has worked with Mela for more than 20 years on many projects from packaging to branding and print creative. As packaging experts, Mela have been instrumental in helping us develop innovative concepts that really set our brands apart in the market. Mela provide us with fresh, out of the box thinking and go above and beyond with their flexibility and responsiveness. I consider Mela to be an extension of our marketing team that really makes a difference to our business."

JENNIFER KRENICH, MARKETING DIRECTOR - ITW PROLINE