Dragon revamps ELC packaging

Dragon has completed the first stage of a packaging redesign for the Early Learning Centre. Around 475 packs are rolling out in time for Christmas.

The consultancy was briefed in April and is now working on phase two, which comprises 130 new products.

“It was about re-establishing brand identity in an evolutionary manner,” says Dragon creative director Greg Vallance, “maintaining consistency, revitalising and up-lifting the generic packaging and developing a range of sub-brands.”

As part of its efforts to instil consistency, ELC has consolidated its suppliers and now uses one repro house for all packs.

The redesign features the familiar colour cues, with a brighter green for the identity and a bright yellow background. The group has also redrawn the original typeface. The childlike ELC logo created by New York group Mansour Design was only implemented into six test stores (DW 8 November 1996).

The new management, which has been in place since Sept-ember, is yet to decide on the future of the 220-strong chain’s interiors. Mansour Design was responsible for new interiors which were piloted at the flagship store on London’s Kensington High Street (DW 15 November 1996).

“The roll out went to six stores and elements have been incorporated into refits and new openings,” says an ELC spokeswoman.

ELC’s new managing director Mike France was unable to comment on the chain’s design strategy.