Letting The Product Shine

Cequent Consumer Products faced competitive knock-offs, threats of declining sales, and increased pressure of retailers’ need to improve shelf-space utilization. We were challenged with how to improve the packaging for Cequent’s market-leading Reese Towpower-branded towing locks and accessories. It was critical that this new packaging be addressed appropriately for both the customer and consumer.



The new Reese Towpower™ retail-friendly packaging is designed to enhance the appearance of the product while maximizing shelf and peg space. The package design enhances tactile integration at the point of purchase by allowing the consumer to readily see and handle the product. The packaging’s efficient design reduces required store display with enhanced presentation, reduces shipping costs, and reduces carbon waste. In addition, this packaging has been instrumental in reinforcing the leadership position of Reese in the marketplace and resulted in placement in two new mass-market retail channels.


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