Taylor announced sweeping changes to its product line in 2022, which according to the company are designed to improve the understanding, proper selection, correct use, and easier inventory management for distributors and contractors.
“We believe that Taylor already had the best packaging and labeling system in the business,” said Paul Murfin, president of Taylor. “But we saw areas where we could make it even better from our customer’s point of view.”
In all, 16 SKUs in the Signature Line and 10 SKUs in the newly created Essentials Line are being relabeled or newly labeled.
Revamped brand architecture
Instead of a premium Signature Line of adhesives and coatings, followed by a random assortment of everything else in the product line, Taylor has curated everything into three groups: The Signature Line, the new Essentials Line, and Additional Items.
“Through the process, we were able to define the roles of each line, in order to optimize our product offerings. Also, through our new labeling strategy, we were able to visually group them according to their applications, performance, and sustainability,” said Seth Gladden, director of marketing for Taylor.
To make selecting the correct adhesive easier for each flooring type, Taylor created a color-coding system applied across its products.
“Choosing the right adhesive or coating for the job is critical to a successful installation, so we now prominently feature the color representing the primary flooring usage on the label,” said Gladden.
Other approved flooring uses are identified in the product category key on each label. There are five colors, one for each category: resilient, wood, carpet, moisture, and specialty.
All new labels are trilingual, indicate where to use, display color-coding to the correct flooring use, and over a dozen other vital data points easily identifiable and displayed.
“We want our customer’s product experience to be second to none, even starting with the helpful information found on the outside of the package,” said Murfin.
The new labeling will be a rolling change throughout the year and will be introduced at TISE. The entire product line makeover is detailed in the new Taylor 2022 Product Catalog and the soon-to-be redesigned Taylor website and app.