Obentec’s Laptop Lunches were encountering consumer confusion as to the product’s purpose and usage. After evaluating the product and competitive landscape, TKO identified the product name as a key issue, recommending a new name: Bento-ware (as in Japanese Bento boxes). TKO then refreshed the brand and redesigned the packaging, creating a powerful “billboard” effect on the retail shelf, with clearer messaging and simplified merchandising. The results: An increase in sell-through rates of 20%, all directly attributed to the new name and new design.
The Kennedy Organization