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Positioning A Line Of Home HVAC Air Filters

Positioning A Line Of Home HVAC Air Filters

Positioning A Line Of Home HVAC Air Filters

AAF Flanders

NaturalAire Retail Packaging

NaturalAire home HVAC filters sell in big-box retailers and hardware stores. You can also buy them through online filter subscription services. GDI evaluated the NaturalAire product offering and conducted a competitive review. With six filters in the line, conveying a clear step-up story was key. Product naming, package color, photography, and descriptive copy were used to position each product. This allowed consumers to make easy comparisons and choose the filter that fit their needs.


PremiumOdor ReductionStep Up AllergenStandard AllergenStandardValue
Deep PurpleCharcoal GreyBlueRedGreenBright Green

Color Direction

Each package design uses a prominent color for differentiation. Yellow, as a secondary color, provides consistency. The Value and Premium tiers use different secondary colors to support their positioning. This gives consumers a stronger visual cue to differentiate the high and low tiers.

Naming & Positioning

Each filter was named as part of a 4-tier system: Value (entry level), Essential (standard), Extra (step up), and Ultra (premium). Each uses a unique positioning line to highlight key attributes and call out step-up features.

Simplifying Comparison

Many people don’t know the size of their filter, much less which one best suits their needs. A universal chart was created for the standard and step up products to help with comparison. The effectiveness of each filter breaks down into three categories. Each filter’s MERV rating (Minimum Efficiency Reporting Value) was also listed.


The entry-level Value filter uses a simple, abstract particulate image.  Standard filters use basic, 4-color environment imagery that reflects a clean home. Step up and Premium filters have relevant lifestyle imagery. Each image aligns with the filter’s specific positioning.

Telling A Story With The Brand’s New Positioning

Telling A Story With The Brand’s New Positioning

Telling a story with the brand’s new positioning

AAF Flanders

Brand Video

To establish and reinforce the essence of the brand, the video gives life to their new tagline. It encapsulates the ideals and values that drive their business, and serves as a consistent reminder of who they are and what they do.