WeldLine Series — The Power of Precision

Project Title
BLACK+DECKER — Series of packaging for WeldLine welding machines
Role
Lead designer. Full responsibility for the concept, graphic implementation, packaging structure, and preparation for print.
Task
Create a series of packages for three models of welding machines:
WeldPro — professional inverter
WeldLite — lightweight inverter
WeldX ARC — arc welding machine
Goal — to ensure clear positioning of each product, emphasize technical reliability, and enhance the visual identity of the BLACK+DECKER brand.
Design Solution
Visual hierarchy: logo → model name → type of machine → product image
Color strategy: dark background with brand orange accents for a technical aesthetic
Modularity: a single structure for the entire series with unique features for each model
Focus on functionality: realistic renders of machines, clear positioning, consumer convenience
Adaptation to retail environment: design optimized for store shelves, online catalogs, and promotional materials
Result
Packaging that acts as a visual sales manager
High brand recognition
Readiness to scale the series
Positive feedback from the client and successful integration into the retail network
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