Ronson Brand Refresh
The Zippo Manufacturing Company partnered with WFM to refresh and modernize the Ronson brand, building on the brand’s century long legacy. Today, Ronson is part of the Zippo Manufacturing Company family of brands and offers pocket, multi-purpose, and torch style lighters as well as the iconic Ronsonol fuel in North America. Through competitive/cultural research and consumer insights, WFM identified design cues and developed a system that met key opportunities: continued expansion into household/utility/project retailers, value perception, clear packaging and organizations systems, and identification and optimization of the brand’s equities.
After exploring paths ranging from re-invention through less dramatic evolution, the team aligned on an evolutionary approach that built on key equities of the brand including the yellow color palette, Ronsonol fuel sub-brand, and red caps and accents. WFM’s design team optimized the brand assets and packaging system for improved clarity, consistency and organization beginning with a revised mark and typography while standardizing color, communication, and organization across the packaging system. The introduction of new accent elements and a white highlight gives improved presence on the shelf at key household and home improvement retailers while revised brand cues and streamlined typography improve both on-pack and off-pack communication. Optimized to meet the needs of today while building its long heritage, Ronson is prepared for the decades ahead.