Walk into any big-box retailer and you will see it immediately - rows of products competing in a sea of similar shapes, colors, and price points. In these crowded aisles, brands have seconds to make an impression. Packaging may start the conversation, but it is it is the on-product branding that defines true shelf presence.
Take Coleman coolers at retail. Surrounded by comparable options, the product format is not dramatically different and yet, Coleman stands out. The reason is simple: the brand is not confined to a hangtag or disposable packaging. It is integrated onto the cooler itself.
When Coleman approached LaFrance to create badges for their Convoy series coolers, their primary concern was standing out from competition at retail. They worried their coolers were blending in too much with other products on the shelf and not appearing legible or eye-catching from across the store. To create stronger impact and immediate recognition, Coleman worked with LaFrance to develop a larger, three-dimensional badge that would command consumer attention and draw eyes on the shelf.
WHERE OTHERS BLEND, COLEMAN POPS.
Shoppers scan before they stop. They look for recognizable names, dimensional detail, and visual cues that signal quality. Coleman’s bold, dimensional nameplate does more than label the cooler - it creates a focal point. The premium finish contrasts against the matte surface, communicating durability and confidence immediately.
In dense retail environments, integrated branding becomes a strategic advantage. When every product is fighting for attention, on-product branding ensures yours does not get lost in the noise.
BRANDING ISN’T DECORATION. IT’S HOW BRANDS WIN AT RETAIL.
Consumers do not just buy a cooler - they invest in reliability, recognition, and reputation. On-product branding reinforces those perceptions at the moment of decision. A dimensional emblem or high-quality nameplate instantly elevates perceived value and signals thoughtful design.
And unlike disposable packaging, it does not disappear after purchase. It continues working at the campsite, on the job site, or in the garage, extending brand visibility far beyond the shelf.
Retail shelves are only becoming more saturated. The brands that rise above are the ones that treat branding as a permanent product feature, not a temporary label. When your logo becomes a premium, integrated element of the product itself, you are not just competing for attention - you are commanding it.
Build branding that commands attention at retail. Start the conversation with our team.