Creative Agency: The Marketing Mix
Creative Director: Aron Dobrowolski
Project Type: Produced, Commercial Work
Client: Hurricane Lures
Location: Victoria, Australia
Packaging Contents: Fishing Lures
Packaging Materials: Clear Acrylic, Silver Mylar, 300gsm Artboard
Hurricane Lures are a Victorian based designer and manufacturer of fresh water fishing lures for the domestic Australian market. The Marketing Mix Creative Director, Aron Dobrowolski created a distinctive brand for Hurricane, featuring a twisted bream that forms a shield. Various colourways are then used to differentiate products in the range, and a barcoded label on the bottom indicates the colour variant of the lure within. This enables the package to be unique to the lure type and still be generic enough for new colours to be added when necessary.
The lure packaging is quite unique; featuring a full colour print plus white over silver mylar coated board, which is custom die-cut to form a glue-free interlocking system to secure the lure and present it in a retail environment. This technique allows us to selectively create a metallic foil finish over the entire package, without the usual drawbacks of foiling fine type or detail, and with the advantage of colouring the metallic exactly to the brand's colours with the fine screen process print over the top.