Art DirectionLead Design
The World's First Rice Straw MDF Board
Overview
The "first" of anything comes with challenges and resistance. Especially when it could flip an industry on its head.
Entering the woodworking industry as a commodity came with its share of challenges—numerous competitors, pushback from the wood industry, and pricing to name a few. From a branding perspective, it's vital to acknowledge and lean into what sets Eureka apart. This inspired a bold and unique typeface, non-industry colors, sun symbolism, and rice straw as a core visual element to stand out amongst B2B customers and B2C in big box stores.
Team
Chris Thomas, DesignSara Growden, DesignAnne Morgan, CopywriterAdam Pawloski, Copywriter
Eureka Story
The goal was to position Jerry Uhland’s invention of Eureka amongst the greats. Eureka had to enter this competitive space with a story that aligned with the “first-ever”. The presentation deck below includes a manifesto that speaks to just that.
Brand Support
Shannon and the team created various designs to support the launch of Eureka—from packaging, trade pub ads, OOH, sales and marketing, pre-launch teasers, internal signage, presentation decks, and employee uniforms.
