A Harmonious Image Was Created Through the Name, Package, and Display

A Harmonious Image Was Created Through the Name , Package, and Display

The new supermarket and drugstore hosiery venture was named Leggs. One of the reasons that the name Leggs was selected from a list of alternatives was that it worked well with a packaging concept that looked like an egg. The name also made interesting use of language by combining the word egg (which referred to the packaging) and the word leg (which was what the product was for). The package was to be preemptive to separate Leggs from its low-quality competition.

The display, by its unique design, was to provide Leggs with a distinctiveand permanent presence at retail and to preclude intermingling Leggs with other hosiery products. Both the package and the display were also designed with practical considerations in mind, such as nonpilferability and easy selection. The ˜˜egg package and the distinctive Leggs display were to communicate the brands newness, quality, and permanence.

The Leggs name/package/display combination made this new venture stand out in supermarkets and drugstores. In most cases, you could tell whether a store carried Leggs even before you got out of the car. You could see the tall display from the parking lot, through the front window of the store. The display with the egg-shaped packages was featured in all the advertising and other consumer communications, so that after seeing the advertising, the consumer would have no problem finding the new product.