ALBANY, Ore., Aug. 19, 2014 (GLOBE NEWSWIRE) -- The overhaul, by Tec Labs®, of their flagship product's trade dress was a daunting task. After all, Tecnu® is a brand with a fiercely loyal following. For some outdoor enthusiasts and gardeners who battle poison oak or ivy, Tecnu is almost as vital as water. So, the decision to change things at the peak of the brand's popularity was a little bit intimidating, said Lisa Leverich, director of marketing at Tec Labs.
"I would say, absolutely, that the brand revision made us nervous," said Leverich. "Sometimes, people don't like it when their favorite things change."
The biggest challenge for Leverich and her designers, Anton Kimball Designs out of Portland, was to keep the brand recognizable while injecting a new energy. The actual Tecnu logo went from a standard red font to a more eye catching and robust, red and black design.
Anton Kimball Designs, whose previous clients include Nordstrom and Almond Roca, jumped at the chance to update an iconic Oregon brand with a national reach, said Leverich. "They did a great job keeping the rugged, outdoor-looking trade dress and came up with a really clean design." In a nod to the product's history, the new design keeps the familiar fir boughs that have adorned Tecnu bottles for decades.
Another reason for creating a more contemporary look was to build a brand platform, under which, other Tec Labs products could be placed. Popular individual offerings like Calagel® Medicated Anti-Itch Gel and CortiCool® 1% Hydrocortisone Gel are now under the Tecnu umbrella.
"By placing our other poison oak and ivy related products under the Tecnu brand," said Leverich, "it allows our items to have a uniform look. People will know they can trust other things we make since Tecnu is a brand that consistently performs for them."
The new Tecnu packaging has been rolling out to drug stores and pharmacies across the country.
About Tec Labs
Tec Labs has long been known as "The Poison Oak and Ivy Experts". The company's product line includes: Tecnu® Original, Tecnu Extreme® Poison Ivy Scrub, Calagel®, Corticool®, Tecnu® Rash Relief Spray™, Licefreee Spray®, Licefreee Everyday™ Shampoo and Licefreee® Gel. All products are manufactured in Albany, Oregon. More information can be obtained by calling 1-800-ITCHING.
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