Command™ hooks for years have been notoriously seen as white hooks that seamlessly blend in. Year-over-year we see Command™ as a top seller during the back-to-college timeline. These hooks become a hot commodity for college students who need damage-free decor. It’s no secret that Maximalism has been on its way back, with bright colors, bold patterns and eclectic home décor gaining popularity with Gen-Z.
The Command™ Back to College 2024 Limited Edition Color Collection aims to color outside the lines with a range of trend-driven hook, clips and caddy hues. The collection aimed to be an energetic in-store experience for consumers, for the products, photography and packaging color story stand out on the shelf. This collection was inspired by the “Dopamine Décor” trend that took over social media, especially Tik-Tok in Spring of 2024. Our goal for the collection was to embrace the sentiment, “be hue” by fully leaning into the idea that with a broad range of colors, consumers can embrace who they are and have the tools to decorate their space freely. We developed a color pallet that appeals to all genders so that various color combinations could be combined to curate a space that feels authentic to you.
The packaging design aimed to hold true to the Command™ brand. We kept the full color logo, placement of weight claim, and prominence of applications shots to ease navigation, and keep portfolio consistency.
The collection had 1.3 million dollars in sales and the Command™ brand saw household penetration go up by 20%
Our team created a packaging architecture with clear hierarchy to aid navigation to key elements, such as weight claim and inspirational application images. The background pays homage to the white brick walls of dorm rooms while stylized packaging and lifestyle photography embraces energy, inspires creativity, and calls to the GenZ demographics desire for a dose of dopamine in their spaces.
