Symantec carries a great reputation as a credible software manufacturer in the enterprise market, however it has relied heavily on Peter Norton’s name and image in the consumer arena that there is very little recognition for Symantec as a stand-alone brand. For Norton brand’s evolution of phasing out Peter Norton’s visual branding, the Symantec consumer brand had to be reinvigorated while drawing on existing equity. The design challenge was to create a consistent design language that would leverage existing brand equity while revitalizing the consumer products on a global scale.

Through exhaustive research, and a developed intimacy with the Norton brand, we were able to help Symantec in the critical debuting step on their consumer brand transformation journey.

With the incorporation of the white staging area at the top of the box which contained the Symantec corporate identity, sub-brand identities, and platform differentiator. The yellow of the brand-packaging DNA footprint was reduced and let the box breathe. The equity in the associated product images was augmented (i.e. AntiVirus – Stethoscope) by removing Peter Norton’s image to make the product visuals stand alone.

The final result was a consistent, instantaneously recognizable packaging system that was uniquely Symantec.