The Jarden Corporation (owner of such great brands as Oster, Sunbeam and Coleman ) approached us at BFW to reintroduce the Borg brand originally started by George W. Borg in 1937. The brand had had some highs and lows over the years– including an award-winning scale design by famous designer Raymond Lowey in the 1950's, but during mid-80's it was sold and pretty much went away until 
the Jarden Corporation purchased it in 2008. So we started by researching and analyzing their brand equity over their four decades in business, and came to the conclusion that we should retool and modernize something we had found on their nomenclature during many decades – the chevron shape. We then designed sleek packaging to make the brand appear upscale against their competition in stores like Bed Bath & Beyond, Kohl's, Kmart and Target. Design director Pete Carrara and I developed dozens of design executions using experimental materials like wood, metal, leather and plastic. Jarden was so pleased with the work and branding, they now plan on putting other household items into the brand offering.
