Reposition Rit Dye’s packaging to better suit their audience’s needs without threatening the legacy that Rit has earned for the past 100 years. The packaging of Rit’s products needed to reflect more accurately the audience they have.
When researching Rit Dye I found that the brand’s legacy is trusted by consumers such as hobbyists and professionals alike. The brand’s social media presence and audience are young, hip, and creative. To reposition Rit’s products without threatening their legacy I decided to embrace the creative culture that loves Rit’s products.
The packaging developed does not shy away from a trendy feel but through the use of eclectic typography and a vintage design, Rit can still be taken seriously.