Media Contact: Heather West, (612) 724-8760, heatherwest@earthlink.net

Design Creates Double Duty Packaging for Dual Purpose Knee Pads

Minneapolis (May 2003) - To launch the new, two-in-one All-Terrain Contractor's Gel Kneepads, Tommyco's president Tommy Lesosky turned to Minneapolis-based Compass Design to create distinct product packaging that would appeal to both the professional contractor and the do-it-yourself markets.

One of the largest manufacturers of kneepads, Tommyco needed a package that would display the form and function of his company's newest product - a versatile, high-end kneepad offering the quality, safety, comfort and performance in multiple settings. Having worked with Compass Design on previous package designs, Lesosky once again sought their advice on communicating the innovative features of this original product.

The All-Terrain Contractor's Gel Kneepad provides two kneepads in one: A hard shell or 'foot' on the outside of the kneepad disperses pressure in all directions, while protecting against sudden impact and rough surfaces. For delicate surfaces, the outer shell can snap off, exposing a soft, inner pad.

The only kneepad manufacturer to use 100 percent gel inserts, Tommyco developed an exclusive technology enabling the gel to be injected directly into the kneepad cushioning material. Rather than collapsing under the knee like foam kneepads, the gel liner moves with the knee, distributing weight and pressure.

To help consumers understand the product, Compass designer Rich McGowan felt they should be able to interact with it. "The open window on the front of the box displays the kneepads and allows people to actually feel the hard outer shell and the soft gel insert," McGowan explains. Additionally, a gel button on top of the box displaying the words 'feel the difference' highlights the unique feature.

To preserve design consistency with other Tommyco packaging, Compass incorporated a vertical panel that wraps around the box and a curved top panel displaying the product's name. Emphasizing the durability of the All-Terrain Contractor's Gel Kneepad, Compass used a rugged, rocky typeface for the words 'All Terrain.'

"We wanted to show what the kneepads can do without saying it," explains Compass designer, Bill Collins. "We added snap illustrations along the edges of the top panel and included photos of a model actually snapping off the exterior of the kneepad and wearing just the soft pad."

"Compass did a great job creating a simple package that incorporated many details," says Lesosky. "Many people will create a packaging that is wonderful for marketing and does well on the shelf - Compass went a step further and made production considerations."

The Compass team suggested that the packaging include two locking tabs at the bottom of the box. According to Lesosky, not only does this create a clean, simple look, it is an easy package to assemble on the production line.

Tommyco's All Terrain kneepads are now available sold at retail stores throughout Canada and in the United States at Mills Fleet Farm. "We've been shocked at how well the product is selling," Lesosky explains. "The product sells for $59.00 in Canada and is outselling our $9.99 product. People are looking for more quality, and this product delivers… It's almost as though people have been waiting for a product like this that will do what it says it will do."

Due to its success, Tommyco plans to introduce six new items in conjunction with this product including two new, snap-on exteriors: a leather shell and a shell that will easily slide across carpet.

Compass Design is a dynamic, Minneapolis-based design office specializing in comprehensive identity and consumer packaging programs for established and growing companies. With its experienced and knowledgeable staff, Compass Design strives for integrity and accuracy in its cost-effective, award-winning strategic design solutions. For more information on Compass Design, please contact Julia Hemphill at (612) 339-1595 or visit Compass Design's Web site at www.compassdesigninc.com.