The RCA brand had been experiencing a decline in popularity in the 1990s. The brand needed a unified approach and contemporary image to compete in retail with other brands who had consistently updated their images with new graphic design and package design over the years.
Brand Packaging Standards were developed for RCA and implemented across 6 business divisions World-wide. The standards allow for every packaging and advertising requirement and still allow marketers and designers to customize the images and message for their particular target markets. Packaging was used for major retailers including WalMart, Kmart, Best Buy, Target, Circuit City, Office Depot, and many others.