Cequent produces a tough, durable line of towing and hauling equipment and accessories under their Reese/Towpower brand. The brand has a stellar 50 year reputation for manufacturing dependable, innovative products. These products, however, were not presenting well at retail. Heavy steel towing accessories were floating inside ill-fitting, sourced plastic packages, and the line looked disjointed. It was critical that this packaging be addressed.

To help showcase and distinguish their product line, Cequent partnered with Balance to create a totally new packaging system. Balance went to work providing innovative concepts for structural, informative packaging. The packaging line took on an entirely new appearance when the team decided to free the chromed steel parts from their cloudy, plastic boxes. The new line would be presented to the customer in attractive molded packaging that allowed the products to ‘breathe.’ Each package includes features that orient and capture the products for the best possible shelf presence.

Tooling costs were kept to a minimum by utilizing only a few package designs to market more than twenty SKU’s.

Balance delivered several design program concepts, full-color Plan-o-gram layouts, physical prototypes, as well as highly detailed illustrations and 3D CAD of the package design geometry.

The result is a suite of products that looks incredible at retail and extols the qualities that made the Reese/Towpower brand a leader for more than 50 years.