Creative Agency: SGK
Creative Director Spencer Ball
Strategy Phil Hwang, Ben Chong
Designers Tay Chin Thiam, Edam Ho, Steven Soh
Client Management Anne Kernahan
Project Type: Produced, Commercial Work
Client: USG Boral
Packaging Contents: Building products and construction materials
The formation of USG Boral brought together an enormous portfolio of products for the construction industry, both commercial and consumer.
This called for a global pack design with the flexibility to work across a vast array of products and multiple languages.
Our approach was based on the concept of ‘smart pragmatism’. The design was kept as simple as possible, to ensure every product is clearly identifiable by colour and name alone. Often in environments such as poorly lit warehouses and hardware stores. We developed the system in Korean, Mandarin and English typography to ensure product names would work in any language. A vivid palette of colours was created to bring vibrancy to a traditionally industrial category.
In October 2013, an announcement was made to unite two major companies in a Joint Venture —USG Corporation and Boral Limited. The packing system was borne out of a marriage between a leading manufacturing and distribution network across Asia Pacific and a technology leader with world-class innovation capacity.