FireAngel hails an identity by Taxi

Taxi Studio has been appointed to revamp the identity and packaging for safety products brand FireAngel, as it moves to take a more upmarket positioning.

Manufactured by Sprue Aegis, the FireAngel brand includes a range of products that plug into light bulbs, removing the need for batteries and ensuring products never fail because of a flat battery.

According to Taxi Studio creative director Spencer Buck, the category demands packaging that ‘explains the product offering in simple, easy-to-understand language’.

‘We wanted to create packaging that slowed down the amount of information on pack, but ensures the vital safety messages remain the hero.

‘Competitor products tend to be too complex in their explanation and too masculine in appearance,’ he says.

The brand specifically targets a female audience, as research showed women are the primary purchasers of fire safety products, he adds.

The Bristol group was appointed following a three-way pitch in January. The new-look packaging launches at the end of May.

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