Showing posts with label Australia. Show all posts
    Showing posts with label Australia. Show all posts

  • Design agency: Saltmine Design Group
    Type of work: Commercial work
    Country: Sydney, Australia

    Saltmine Design Group’s New ‘ultimate’ Packaging

    Sydney brand design agency, Saltmine Design Group, announces a revitalised visual identity for the Danone Greek yoghurt brand, including the new brand name ‘Ultimate’.

    In a two-step packaging change, Saltmine has repositioned Danone’s Greek yoghurt offering in the yoghurt market to make it a viable premium player. The latest refresh follows on from the huge success of the first step of the packaging refresh, following which Danone saw an amazing 17% uplift in baseline sales three months after launch, with no above-the-line support.

    Last year, Danone enlisted Saltmine’s skills in packaging design, food styling and photography to update and create a new visual identity for its Greek style yoghurt range.

    A key obstacle that Danone faced was a disconnect in consumers’ minds between the packaging and the actual taste of the product. They wanted to make sure the pack looked as good as the product tastes.

    The first objective was to bring the flavour forward on pack. There is an increasing category trend towards ‘wholeness’ and ‘realness’; therefore portraying the real dairy and fruit ingredients photographically on pack was essential.

    The next step was to dial back the overt Greek cues used in the original design and take more of a modern approach by introducing a more homely, rustic influence from the Mediterranean.

    Unlike any other brand in its category, a metallic silver ribbon symbol was incorporated into the design and runs vertically through the packaging, increasing the brand’s premium cues.

    This month, the second step of the brand refresh will hit shelves, including the change to a silver lid on the large tubs and the new brand name ‘Ultimate’.

    During the initial brief, Saltmine proposed the brand name change to ‘Ultimate’ to encapsulate the brand offering and act as a real brand name and less of a generic descriptor. Danone took this name into brand name development and research validated that ‘Ultimate’ was the best name for the brand.

    Danone Brand Manager, Matt Jazayeri, says “The introduction of the new brand mark Ultimate has seen the final step in this successful packaging re-design for our Greek Yoghurt. We couldn’t be happier with the final result.” Equipped with a desirable new name and sleek new design, Danone’s Ultimate Greek is set to continue to shake up the Greek yoghurt market.


  • Designer: Josefine Björkman
    School: Billy Blue College Of Design
    Country: Australia
    Type of work: Student Project


    Shard is a fiction extension of Schweppes, providing cocktail flavoured ice blocks that are both a drink mixer and an ice cream. The shards is packaged as a party pack for you to bring your favourite cocktail flavoured ice shards to your next pool party to enjoy on a hot summer day. To consume as cocktail, just add spirits.

    The packaging is considering environmentally aspects of material and reusability. The packaging is therefor reusable as an ice tray for both long and short drinks. To get the party started, shard provides a limited Spotify party mix with the latest hits.

    The goal of the project was to communicate and create a natural and cohesive extension of Schweppes as brand whiles creating an interesting and usable packaging.


  • Agency: Studio Lost & Found
    Creative Director: Daniel McKeating
    Senior Designer: Jodie Presenza
    Client: Grape Expectations
    Type of work: Commercial
    Country: Australia

    Lost & Found were recently commissioned by Australian wine industry legend, Franklin Tate, to assist with the redesign of his iconic Miles From Nowhere wine labels.

    The new labels retained the essence of the existing package design, but with new custom script typography and hand-painted illustrations.

    Printed by SupaStik in three Pantone colours, with overprinted matt silver foil, and a clear high-build silkscreen varnish.




  • Agency: Marque Brand Consultants
    Client: Woolworths
    Country: Sydney, Australia

    Luisa Scoppa - Senior Designer
    Gavin Greenhalf - Creative Director
    Suzi Della-Pietra - Account Director

    Type Of Work: Commercial Work


    Background
    Woolworths launched their sustainable fishing strategy for fresh fish in 2011 in line with the global movement towards sustainability. Woolworths has subsequently introduced Marine Stewardship Council (MSC) certified products into the Woolworths Select brand, ensuring that 100% of Select canned tuna is “Pole and Line” caught. The clear communication of this offering is to be a critical proof point in Woolworths following through on its publicly announced sustainability goals.

    Brief & Objectives
    Marque was tasked with creating revolutionary design change to highlight the execution of Woolworths sustainable fishing through its new ‘Pole and Line Caught’ canned range. The design also required a large range to hang together strongly, whilst affording ease of navigation at the fixture of various product formats and flavours.

    Creative Solution
    The Woolworths Select Pole and Line Caught Tuna design strategy specifically breaks category norms, employing illustration in favour of photography. This differentiates for standout at the fixture in a manner that supports the sustainability proposition. The soft and stylised watercolour sea-scape illustration, with textured natural buff background, also subtly compliments the perceived gentleness of the more humane pole and line fishing. The “Pole and Line caught” tuna illustration is also designed to stand out strongly on pack with an accessible and fish-friendly, relaxed illustration, appealing to people who not only love the product but love our planet as well.

    Variant navigation via colour is also strong on pack to assist the customer at this busy fixture.

    Woolworths commitment to sustainable fishing is further conveyed by strong messaging on the top of the can.


  • Agency: Marque Brand Consultants
    Greg Boulting - Senior Designer
    Gavin Greenhalf - Creative Director
    Suzi Della-Pietra - Account Director

    Client: Woolworths
    Type Of Work: Commercial Work

    Country: Sydney, Australia

    Background
    A change in milk processing by proprietary brands to omit the use of permeate in milk and provide consumers with milk ‘the way it should be’ instigated Woolworths revisiting its private brand milk strategy. This resulted in a restructuring of their portfolio, removing the entry tier brand and delivering a new Permeate Free offering under the Woolworths Select mid-tier brand.
    The market’s shift had also led customers to believe that the milk they had been purchasing was over processed and less natural than farm sourced milk.

    Brief & Objectives
    We were tasked to create a Woolworths Select milk range that clearly conveys the Permeate Free offering, whilst reassuring the customer of the real and natural quality of the milk, mitigating their sense that milk had become over processed.

    The range identity also had to fully embrace the passion Australian consumers have for supporting Australian farmers and convey local sourcing by State.

    Creative Solution
    The design strategy was to take the customer back to the farm - the local farm - reassuring them of the purity of the milk. Dairy cows are seen grazing on fresh grass and with a farm’s traditional, old, hand painted wooden signpost loudly calls out the key selling messages of ‘Permeate Free’ and the State of production (NSW, VIC etc).

    The category variant colours provide powerful navigation on shelf. This area of pack also drives the range’s supporting message: “Farmed Fresh. Australian Milk. Purest Quality”.

    The resultant design is impactful at the fixture, creating a herd of cows in a lush green field, further delivering the desired natural, farm fresh feel.




  • Agency: Marque Brand Consultants
    Claire Stenvert - Senior Designer
    Jessica Parisi - Designer
    Gavin Greenhalf - Creative Director
    Gemma Lush - Photography Stylist
    Andrew Dougal Stavert - Photographer
    Jane Eaton - Account Manager

    Client: Woolworths
    Type Of Work: Commercial Work

    Country: Sydney, Australia

    Background
    Woolworths had developed a premium range of products for customers seeking affordable, indulgent, superior taste experiences; high quality products that would traditionally be sought through an extra shopping trip to a delicatessen.

    Brief & Challenge
    Marque was tasked with creating a premium tier brand that instantly delivered the quality of the range, and which clearly sits above the existing two brand tiers within Woolworths’ portfolio. In the supermarket context this new premium brand also needed to convince customers of the quality of the products in order to stop customers ‘crossing the street’ to their trusty delicatessen.

    Creative Solution
    Marque developed a brand strategy hinging on key brand truths from the creation of the range: that each product meets at least two of the three quality driving criteria:
    • Artisanship: Products must give a substantiated rationale that the product has been produced using traditional methods driving craftsmanship, expertise and quality
    • Ingredients: Ingredients must be expertly selected for their outstanding quality and superior taste
    • Provenance: Where relevant, products should be sourced from world-renowned expert regions.

    The brand’s bold yet simple, elegant and crafted design, produced with quality substrates and finishes, is one that customers can recognize as of premium quality, whilst credible in coming from a supermarket.

    The ‘Gold’ brand name, handcrafted and produced in gold foil, standing out on a rich dark brown background allows the brand’s quality to stand out on shelf. The stamped gold foil ‘Marque of Distinction’ (MOD) roundel highlights the key development criteria of a product as proof points for customers. Photography then supplements the MOD: mood evoking provenance and artisan shots, or sumptuous food photography, all driving the superior taste experience.


  • Agency: JDO
    Type of work: Commercial work
    Country: Australia

    JDO & Brown-Forman team up for Jack Daniel’s RTD packs

    JDO Brand Design & Innovation have been working with Brown-Forman to redesign ready to drink (RTD) Jack Daniel’s secondary packaging for Australia. The agency won the project as a result of a three-way pitch.

    Australia is the world leader in alcoholic RTD, representing 60% of the global market. Jack Daniel’s is the definitive premium dark spirit. The premixed can and bottle portfolio offer an entry level into the legendary brand and provides the ‘perfect pour’ with instant access to an optimal mix of the whiskey and a choice of three different flavour variants; cola, ginger and lemonade.

    JDO were charged with enhancing the premium cues of Jack Daniel’s RTD whilst also disrupting the category and increasing refreshment cues. RTDs typically source volume from beer, of which refreshment is a key driver in the category. Jack Daniel’s had been first to market and market leader in RTDs in Australia, but with a host of copycats now in the category, Jack Daniel’s needed to stand out again as the world’s No. 1 whiskey brand.

    The new JDO design direction challenges the tradition of Jack Daniel’s with a big iconic representation of the brand including angled brand crops and disruptive ‘rip’ design devices revealing the mix variant on the canvas below. RTD is traditionally a very dark category with lots of black colourways and dark colour palettes. The recent launch of ‘noisier’ packs meant that Jack Daniel’s RTD needed to work harder to stand out in a ‘sea of noise’ on shelf.

    Ray Smith, JDO creative director said, “The challenge was to add new characteristics to what is one of the biggest brands in the world, a brand that is synonymous with effortless cool and quality crafting. Our aim was to establish a standalone characterful brand extension that reflected ‘The perfect mix’ in a bold, confident and modern way. We needed to strike a balance between disrupting the market and retaining the tradition, provenance and heritage of the Jack Daniel’s brand.”

    Matt Harada, Group Marketing Manager at Brown Forman, commented, “JDO understands the Jack Daniels brand and the advanced state of the Australian market in terms of RTD, compared to the US and the UK. The team ‘got’ the brief straightaway and as a result we have now started working with JDO on several of our other major brands.”


  • Agency: Marque Brand Consultants
    Abi Singmin - Senior Designer
    Gavin Greenhalf - Creative Director
    Mariella Menato - Account Manager
    Client: Woolworths
    Type Of Work: Commercial Work
    Country: Sydney, Australia

    Background
    Based on the customer insight that mums in Australia are looking for healthy snacking options for their children’s lunch boxes, Woolworths developed a range of ‘99% fruit ingredient’ snack sticks for kids aged 4-8.

    Brief & Objectives
    Marque was tasked with developing a sub-range under the Select brand with the core objectives to deliver a healthy, reassuring pack design for mum that would also be bright and bold enough for children, creating ‘playground appeal’.

    The key challenge: how to deliver a healthy fun pack design solution for mum but one that would stand out in a bright and bold category – a category that typically employs design cues more associated with the confectionery aisle.

    Creative Solution
    Marque’s naming strategy built on a core product truth – that the sticks wibble in your hand: ‘Fruit Wibbles’ – simple, honest, memorable.

    The design strategy employed white as the range colour for its semiotic signals of purity and naturalness, complimented with bright, fresh, fruity colours to create energy and fun, and drive standout at the fixture.

    Long, tall, wobbly typography was developed to bring the ‘Fruit Wibbles’ identity to life, further building on the product truth.

    Combining health and fun, we also created fruity characters to deliver playfulness and excitement to the pack. Each character has ‘wibbly’ arms, again building on the product truth. The key selling message – ‘99% Fruit Ingredients’ - is also heroed at the top of the pack, held up by one of these healthy characters.

    A die-cut window creates a sense of fun by revealing the cheeky squished faces of the characters on the wraps inside.

    The fun personality is also driven through on pack copy: “Pop your hands in the air – Wibble like you just don’t care!” and the characters claiming “I’m fruity” and “I’m fun”, provide a platform for future activation driving fun into the playground.



  • Agency: Curious Design
    Designer: Monique Pilley
    Client: Peanut Company of Australia
    Type Of Work: Commercial Work
    Country: New Zealand/ Australia

    At the Peanut Company of Australia they are truly, deeply, fanatically nuts about quality. That is why they chose Curious to work along side them, as we are equally fanatical about great design!

    Our brief was to develop a brand and packaging for PCA's gourmet range of nuts, that would appeal to a younger and more discerning target market. This was successfully achieved by integrating layers of elements that delivered key cues to the consumer. Firstly we introduced a core colour palette of black and gold to express quality and sophistication. We then added creative compositions of imagery that combined the actual product and each flavour's unique ingredients. This was topped off with a 'hand crafted' style font that represents the care and attention that PCA lavish on producing their superior range of value added product.

    The result? The humble peanut has finally come out of its shell!




  • Designer: Simen Wahlqvist
    School: Deakin University, Melbourne, Australia
    Type Of Work: Student Project
    Country: Norway

    The assignment was to choose the most boring and mundane household product you could find and make it exciting through packaging it in a new way. I picked cottonswabs and I soon found out that they where just a quick coat of yellow from looking like small "hazmat" workers. This was a good fit for a concept since cottonswabs enter the nooks and crannys you don´t want touch yourself. The name "YUCK!" where then chosen for obvious reasons.



  • Agency: Common Ventures
    Designer: Jane Burhop
    Type Of Work: Concept
    Country: Australia


    Game of Thrones goes well with 2 things: screaming and wine.

    It’s hard to sell screaming – so we’ve created and designed 12 different wine bottles, each based on a different house from Westeros. Pre-order a case at Thewinesofwesteros.com



  • Agency: The Collective Design Consultants
    Type of work: Commercial
    Country: Sydney, Australia

    Winner of 2014 ‘Best Design & Packaging’ award at the prestigious Drinks Business Awards in London

    Design brief
    The new Pepperjack “Graded” tier consists of two wines, each specially created to drink with specific cuts of steak, and the client wanted this message to come across strongly. Our challenge was to ensure that the new wine looked like an integral part of the Pepperjack brand, which is largely identified through its cream label applied at an angle on the bottle, but with a completely individual personality. The brief was to come up with a solution that was as distinctive as - and complemented - the core tier’s highly recognizable cream label.

    Design solution
    Our solution was to utilize the angled label but keep it going all the way around and up the bottle. Each label was designed specifically for the particular cut of steak and features detailed information about each cut of steak and the wine. The distinctive Pepperjack label angle and cream brand colour unite the two tiers whilst the detailed foiling and extraordinary label form elevates Graded as a very special offering.

    This label was not only challenging from a design perspective but the logistics to machine label a bottle like this were enormous. The client and their production team were so excited by the concept they bent over backwards to make it happen on their bottling line. It is by far the largest label ever applied at Treasury Wine Estates or produced by printers Collotype Labels.




  • Agency: The Collective
    Designer: Margaret Nolan
    Location: Sydney, Australia

    At a launch in London this month, Penfolds unveiled its Bin 170, specially released to commemorate the iconic winery’s 170th anniversary. Priced at $1,800.00 per bottle, Bin 170 is the most expensive bottled wine ever released by Penfolds. Sourced from Penfolds Kalimna Vineyard in South Australia, Bin 170 has been made from exceptional parcels of the fruit usually reserved for Grange. Released once previously in 1973, a Bin 170 is a very rare release. Of the 2010 vintage, only 5,544 bottles have been produced, which means the wine will be greatly sought after by collectors.

    With such an extraordinary wine, the brief to design agency The Collective was to produce a label that reflected the heritage of Penfolds' 170 year history as well as the immense status of the wine. Working within the Penfolds’ branding structure, The Collective produced a label with classic 19th century typography and ornamentation. The flourishes that entwine the typography are heavily embossed out of the luxurious cotton-based paper stock.

    To accompany the label, The Collective also designed a hand-sewn miniature book containing a photographic timeline of the historic vines in Kalimna Block 3C from their initial bud burst to hand-picking at vintage. This book was housed in a secret drawer of a beautifully crafted gift box, which also featured a custom cast nickel clasp of the Penfolds crest.

    The Collective has been working with Penfolds since the company launched in 2002.


  • Agency: Watts Design
    Designer: Peter Watts
    Type of work: Commercial work
    Country: Australia

    Watts Design has created a unique “knock-out” label design for this new release wine. The concept was based on the unbelievably tough times the winery has been through over the last few years, including severe drought, bushfires, smoke and frost damage, and widespread flooding. The intriguing label design drives you to pick it off the shelf and finish the story as you twist the bottle in hand. Featuring commissioned illustrations by Glenn Thomas printed on premium matte labels, the design mimics vintage boxing posters with a quirky modern twist and even retains Water Wheel’s iconic slanted label. Long regarded as one of the best producers of quality Australian wine, Water Wheel Wines has made a fighting comeback with their new release 5 Rounds Shiraz.