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One of IML's top products was being squeezed and their competitiveness affected by the products their suppliers were providing. It needed to find an effective response to maintain and strengthen its market position and extend into other export markets.

The design team investigated the feasibility of developing a branded product to be marketed internationally, providing increased margins, better competiveness and a marketable point of difference. Research delivered key insights: the key customer was female; the existing systems were overly complex; the installation difficult; the process of specification was complex and difficult for ordinary consumers. These insights were put to work creating a basic system that sought to improve these key functions.

The design team delivered a simplified range of cabinets, towers and range of accessories such as drawers and shelves which combined to create finished products that improved stability, made installation easier and a 15% reduction in stocked items.

This system is a market first and allows for the transpiration of moisture away from the clothes keeping them fresher for longer. Initial environmental assessments provided useful information which enabled the team to specify the lowest VOC particle board available with the E0 Classification. This was safer due to low emissivity resins.

A succinct story was created with a personal feel appealing to the female purchaser '~Your Home Life, safe, clean and organised'. Playing to the key benefits the storage programme. A graphic language that helped consumers understands what they could make from the basic units provided in store. These were simple equations, rather than the competitions complex checklists.

Bunning's Australia has launched the storage programme through its network of stores, ensuring a rapid break even and uptake of the product.

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