Creative Director: Colin Downing
Packaging design & illustration: Natasha Alimova
Project Type: Produced, Commercial Work
Location: Auckland, New Zealand
Packaging Contents: Shampoo and Conditioner Limited Edition Packaging
Savar Skincare just launched their entry into the premium hair care category with limited edition packaging. Designed by Auckland based agency Redfire, the packaging design reflects Savar’s New Zealand heritage as well natural plant-based proposition featuring the native New Zealand Koru. The Koru is a Maori motif of the unfurling silver fern frond; symbolising new life, rejuvenation and possibility.
Redfire used gold foil detailing and modern serif type on white space to express premium brand cues, with stand out on-shelf impact within the retail environment. Redfire Creative Director Colin Downing says, “The simple yet sophisticated packaging execution had a huge impact and launch sales were significant. Our client is very happy and realises the power of great packaging design and the power of the ‘Limited Edition’ pack.”
Redfire also designed a “Gift with Purchase” pack to target the upcoming Christmas season and with a “ Good Hair Day” theme. This clever execution has strong visuals normally seen on POS posters and support material, but not on pack. As Downing says, “We wanted to build an emotional connection and ‘stand out’ with our packaging – we didn’t want to blend in with the glossy and ribbon wrapped gift boxes most major skincare and cosmetic brands use.”
Redfire have definitely achieved this and their smart use of premium pack and “Gift with Purchase” packaging shows the understanding that packaging has to work at the shop floor level to sell.