Yale unlocks its brand future
Yale is set to unveil a retail concept by 20/20 and new packaging by Bloom. The lock manufacturer is seeking to reposition itself as a consumerfacing brand before diversifying into other product areas including safes and personal alarms. Yale’s Swedish parent Assa Abloy engaged Bloom and 20/20 in April, after they comp eted jointly in a six-way credentials pitch against three Swedish and two British design groups. Bloom began collaborating with 20/20 on retail packaging projects earlier ...
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