Guardsman, a leader in furniture care since 1915, announced a new integrated marketing initiative that updates the trusted brand with a fresh visual identity, expanded product line, and a redesigned, more engaging website. The premier manufacturer and distributor of furniture polishes, cleaners, and casual repair products, Guardsman conducted extensive consumer research to further understand category buyer behavior and engender brand loyalty. The exciting new enhancements to the brand directly address consumer needs and clearly communicate Guardsman’s unique position in the premium furniture care market.
“This is a very exciting time for Guardsman as we roll-out a new identity and new products, all developed in response to consumer insights,” said Stuart Graff, Vice President of Guardsman. “We have a tremendously loyal following. Our heritage and expertise of almost 100 years gives our customers confidence in our products and services. Now, as a result of our research, we have an even better understanding of consumer needs and are implementing improvements that will allow us to reach an even broader customer base.”
Instrumental to the rebranding is insight gleaned from the brand’s in-home repair services resulting from Guardsman’s Furniture Protection Plan business, which affords the company’s furniture care experts one-on-one interactions with more than 150,000 of their customers annually. Customer feedback about their needs proved invaluable in the changes that Guardsman has implemented, and sets the brand apart from other furniture care manufacturers.
NEW VISUAL IDENTITY
The foundation of Guardsman’s fresh new look is a more sophisticated graphic identity that, according to consumers, communicates superior quality, and trust. An eye-catching color scheme of regal blue with red accents differentiates the brand from competitors while supporting Guardsman’s unique positioning. A redesigned logo represents Guardsman’s core values as a premium brand that provides serious furniture care, not basic cleaning. Newly integrated visual aids clearly communicate the type of furniture the product is for, easing consumer choice. Finally, all packaging elements now boast Guardsman’s signature tagline: “Excellence in Furniture Care Since 1915,” which gives new consumers confidence in the Brand’s performance. The new visual identity will be featured across all merchandising channels, including retail displays and the website.
EXPANDED PRODUCT LINE
Guardsman’s comprehensive product line is specially designed to care for, protect, and touch-up wood, fabric and leather furniture. In addition to tried-and-true favorites like Revitalizing Wood Polish, Ultimate Dusting Cloths, and Leather Cleaner and Protector Wipes, consumers asked for additional offerings to meet their specialized furniture care needs. This spring, Guardsman debuts an extended suite of products that makes it the most extensive furniture care brand on the market. New introductions include:
Revitalizing Lemon Oil - Cleans, nourishes, and protects with natural lemon oil and UV sunblock to help prevent fading and discoloration from sun exposure. Ideal for oiled wood furniture.
Filler Sticks - Quickly and easily fills deep scratches, gouges, and nail holes in wood.
Fabric First Aid Stain Remover - An intensive multi-stain remover system that eliminates various stains from furniture and automotive fabric upholstery, and carpeting.
Ink Remover Wipe - Erases ink and lipstick stains from leather and vinyl.
ENHANCED WEBSITE
Guardsman is also debuting a redesigned website. The interface reflects the brand’s new identity while also boasting increased interactivity and easy navigation. Augmented content encourages repeat visits to the user-friendly portal which features in-depth product information, furniture care advice, seasonal tips, and local retailer information. For more information, visit www.Guardsman.com.
About Guardsman: As a trusted leader in furniture care since 1915, the Guardsman family of products offers solutions for cleaning, refurbishing and maintaining furniture. As the only brand to offer a comprehensive line of furniture care and casual repair products for wood, leather, and fabric, the Guardsman line offers premium results - for people who really care about their furniture.
The Guardsman Furniture Protection Plans are sold in more than 12,000 furniture stores worldwide. With an A+ rating from the Better Business Bureau and world-class consumer satisfaction, Guardsman’s Furniture Protection Plans provide coverage against accidental damage that can occur to fabric, wood, leather, mattresses, and other furniture in the home.