I have worked on the NOMA® brand for the last four years, and I was excited to handle the project management and consulting for this project. All three SKUs utilized a consistent brand architecture to create a cohesive family on the shelf. NOMA® is the first to market Christmas lights that your voice can control.

Innovative products are required to differentiate in the oversaturated Christmas lights category. Customers expect exciting merchandise to help bring the magic of Christmas to their homes. For the 2019 holiday season, NOMA® needed attractive packaging to articulate the features and benefits of the Voice Command String Lights.

I consulted with the brand team to understand what Canadians wanted in their future homes. Market trends indicated that many individuals are interested in smart home products. Customers want to be able to personalize their Christmas decor. They aren't technology experts, but they are familiar with smart home products. 

I visited stores to check competitor packaging to identify different treatments other brands utilized. I also pulled references of existing light SKUs to familiarize myself with the category. I collaborated with the legal and compliance teams to understand how to present the Google Assistant and Amazon Echo information on the packaging. 

The iconic NOMA® wordmark is the largest copy on the front panel to ensure the brand is easily recognizable from a distance. Customers can quickly get a sense of what the product can do from the photography and product name. Icons were created to distill the complexities of the technology into simple features. The packaging exudes sophistication and will stand out on the shelf. 

The NOMA Advanced™ project was recently nominated for a Going for Gold award. The award is a company initiative that celebrates outstanding work at Canadian Tire. The packaging hit stores in November 2019 with marketing support from the "We Do New" program and various TV spots.