Since 1991, Norton by Symantec has been at the forefront of security software, protecting individuals and small businesses against today’s most aggressive threats. However, its packaging felt generic and outdated. It didn’t support the brand’s premium offerings and caused confusion for retailers and consumers trying to understand the difference between solutions and tiers.
We identified a significant opportunity: consumers were purchasing security software at the same time they purchased other accessories for their new smartphones and laptops. We worked with Norton to position Norton Security as a vital accessory to complement consumers’ exciting technology purchases.
While the rest of security software packaging was overusing the “shield” look and feel, the Norton package redesign broke the mold of the typical category approach to branding. We maintained the brand’s established and highly navigable yellow box equity, but redesigned it with a sophisticated, modern strength that stands out from the rest of the software shelf and more accurately reflects the brand’s truly cutting edge protection. The thoughtful use of space, metallic colors, modern typography and an iconic ring graphic provide the appropriate technology backdrop for a messaging strategy that very clearly differentiates between products and tiers.
Deborah Clark, Senior Director, Global Product Marketing for the Consumer & Small Business Unit had this to say about the program:
“Trinity changed our thinking about what packaging could do – taking Norton beyond the boring old security software set into the far more exciting technology world our consumers inhabit.”