Vecco Brand Concept
MetaDesign, San Francisco
SC Johnson contacted MetaDesign to develop an identity for a product in development called Vecco Rug Decor, aimed at young female DIYers.
Vecco consisted of stencils and colorant created for use on rugs and carpets. Our brief was to come up with a product identity that was modern and expressed “inspiration” to budget-minded female consumers wanting to feel more confident about their own ability to create and shape their home environment. Our goal was to make Vecco look fun, simple to use, accessible, and demographically appropriate while staying within the perimeters of the brief. For the brand system we utilized elements derived from nature, architecture, a well as abstract shapes familiar to Vecco consumers.
Identity, Brand Expression guidelines, brand video, packaging, colorant can, and stencil packaging. Direction not selected by client.
Jane Brown, Creative Direction and design
Kim Applequist, Program Manager
Sean Ketchum, Strategist
Dante Carlos, Design
Jeff Allison, Production
Bill Hill, Advisor and client liason