Each product had been designed as it launched, by whoever was available. Four typefaces, three logo weights and no rule for which claim went on the front. Retail buyers could not tell the range was one company.

A single drawn mark, one typeface at three sizes, and a front-of-pack hierarchy fixed in this order: range, product, benefit, volume. Colour was removed as a differentiator and replaced by position on the label.

Sell-through rose sixty-four per cent across the range in two quarters. Moving to one ink on uncoated board cut print cost per unit by thirty-one per cent and made the line recognisable as a block on shelf.