THE CHALLENGE

Crayola® faced new challenges as its product offerings jumped from a handful of items to
more than 200 SKUs. With the addition of its innovative ink and paper technology products,
the Crayola presence grew in store. But with growth came sudden product fragmentation and
shopper confusion over where to find specific Crayola products.

THE RESULT

Miller Zell designed an in-store destination that drew from Crayola brand elements and
art-based lifestyle imagery to highlight product category segments found under the Crayola
brand umbrella. Product segments are organized by age group and media type so that shop-
pers can better navigate the aisle and ease their search. This solution achieves organization
and improves shopper navigation while preserving a strong brand personality that conveys
the spirit of play.

More Consumer Case Studies

The Miller Zell process

We deliver innovation at retail, creating solutions that activate brands at the shelf and speak to shoppers in a meaningful way. We apply fact-based shopper insights, customer perspectives and cultural trend analysis to build meaningful connections between brands and people.