Rayovac
Opportunity: Expand charging into new retail spaces.
Insight: Decor earns placement where tech often does not.
Execution: Designed a decor charger with cable control.
Outcome: Increased shelf space and retail revenue.
Role:
Product Manager
Scope:
Licensing
Category:
Visual Identity
Market:
Retailers
Context:
Rayovac is a long-standing, widely recognized consumer brand. The opportunity was to expand its presence beyond batteries and into home power solutions while maintaining brand trust and meeting strict licensing requirements.
The product line included wall taps, outlet extenders, charging stations, surge protectors, and power strips, all intended for placement across multiple big box retailers.
The Challenge:
Working within a licensed brand system introduced several constraints:
-
All designs required brand approval
-
Products needed to feel consistent with Rayovac’s equity
-
Packaging had to work across different retail environments
-
The product mix needed to attract a new buyer demographic without alienating existing customers
In addition, the packaging needed to reduce loss from damaged goods or theft while remaining easy to shop.
The Strategic Approach:
Rather than treating this as a simple brand extension, the strategy focused on reframing who the buyer could be.
The Rayovac Home Series was positioned to appeal not only to traditional utility shoppers, but also to style-conscious homeowners and interior-focused buyers. This required a design system that felt reliable, clean, and considered without losing Rayovac’s established credibility.
A consistent visual system was created across all SKUs to ensure brand recognition, fast comprehension, and flexibility across retail formats.
Utility refined for modern interiors.
The Execution:
The project included the development of a full packaging system across eleven SKUs, covering multiple product types and retail placements.
Time Frame & Scope
-
Built a packaging system across 11 SKUs
-
Covered wall taps, outlet extenders, charging stations, power strips
-
Designed for multiple retailers with consistent presentation
-
Worked within licensing requirements and approval checkpoints
Key Focus Area
-
Maintain brand consistency with a household shopper in mind
-
Reduce loss from damage and theft through smarter packaging choices
-
Make features easy to understand in store at a glance
-
Create a scalable system that holds up across retailers
The Campaign:
Interior designers often avoid visible power products because they interrupt the look and flow of a space. This project focused on creating home power solutions that felt intentional, neutral, and easy to integrate into residential and commercial interiors without drawing attention.
By refining form, color, and packaging presentation, the products supported both function and aesthetics. The result was a line that interior designers could confidently specify, allowing power solutions to exist in open, designed spaces without compromising visual harmony or brand credibility.
The Outcome:
The Rayovac Home Series successfully expanded the licensed brand into new product categories and retail environments.
The packaging system supported consistent presentation across multiple stores, helped introduce the brand to a broader buyer demographic, and reinforced Rayovac’s credibility in home power solutions beyond its core battery category.
