ROYAL
CALCULATORS
Brand Identity,
Packaging Graphics
and Conceptual Structural
Design Development
Faced with declining sales and growing competition for the ever decreasing retail shelf space available within their segment of the business equipment marketplace, Royal Calculators launched an in-depth analysis of their brand and the changing office products environment. The findings were the catalyst for a total repositioning of Royal Calculators. The new branding strategy addressed the overall decline in the use of desktop calculators by increasing the products value to the consumer and implementing new pricing structures and promotions designed to position Royal Calculators as the preferred brand among retailers.
Johnson Communications collaborated with Royal Calculator's brand management team to develop visual branding solutions in support of their new product positioning. The new packaging system clearly communicated Royal Calculator's commitment to innovation, while maintaining the brands legacy as a marketer of quality products. The updated packaging combined with the new brand strategy allowed Royal to successfully transition their calculator product line to meet the demands of an evolving marketplace.
Johnson Communications collaborated with Royal Calculator's brand management team to develop visual branding solutions in support of their new product positioning. The new packaging system clearly communicated Royal Calculator's commitment to innovation, while maintaining the brands legacy as a marketer of quality products. The updated packaging combined with the new brand strategy allowed Royal to successfully transition their calculator product line to meet the demands of an evolving marketplace.
