- Submit Design
Designed by Coats Design, New Zealand.
Designer: Matt Grantham
Additional Credits: Dan Leggett / Natalie Hunter / Rob Coats
Continuing on the success and new buzz created around the rebrand of Hubbards and the launch of the Amazing Muesli Range, the other existing products and sub branded products in the Hubbards portfolio are being revitalised and repositioned.
One such range is the newly created Hubbards 'Originals' range of mueslis. This is a range that rationalises and brings previously unassociated products under one banner. With fiercely loyal followings and much loved formulations, these products consist of some of the very first sub brands to be launched by Hubbards.
Coats Design's challenge was to bring a tight knit family cohesiveness to what was a mismatched and dated collection of packs.
The solution: borrowing heavily from the cosmetic look and feel of retro screen printing and the happy/accidental ink misregistrations that happen when this is manually done which create a unique, bold colour blocking system to tie the family of five mueslis together. Quirky and rustic typography combine with a symbolic (non photographic) bowl and spoon, adding further layers to idea of these products being loved 'throw backs' to the early days of the brand.
The overall look and feel expands on the new Hubbards quirky and unashamedly kiwi 'can-do' tone-of-voice. Hubbards is, and always has been, a challenger brand in the New Zealand cereal aisle, up against the international brands. Hubbards Originals further cements this position. All new packaging now speaks to Kiwis on a very personal level and every facing is utilised as an opportunity to talk to their consumers.
Designed by Creative Platform in collaboration with Fashion Designer Akira Isogawa, Australia.
Coca-Cola Amatil partnered with new design agency Creative Platform and fashion designer Akira Isogawa to create Mount Franklin's Lightly Sparkling limited edition, pure spring water in a champagne bottle.
The idea was to create a sense of occasion for premium water in high-end restaurants and show a new side of purity through Akira Isogawa's inspiring Bird Garden silk watercolour print.
Designed by Curious Design & Think Packaging, New Zealand.
When our client's first words about his product was that 'it sucks', it was a little disconcerting…..
However after seeing this beautiful little device that makes separating egg yolks from whites, quick easy and clean-it all made sense!
Think Packaging's Mat Bogust provided the inspiration-by designing a very contemporary physical construction that showcased the ergonomic beauty of the YOLKR. Curious then complemented that with sophisticated graphics, to create an uber cool presentation.
Designed by Bluemarlin Brand Design Sydney, Australia.
Valspar Paint launches into the Australian market with a design by bluemarlin
The global branding and design agency’s Sydney studio was tasked with developing a strategic portfolio solution that wouldaccentuate the brand’s ethos of ‘Owning Colour.’ While one of the largest painting and coating corporations in the world, Valspar had no equity in Australia. In order to compete, the brand needed a compelling creative solution that would distinguish it from the category’s more established and reputable brands as well as appeal to consumers in a completely new way.
Taking a refreshing and revolutionary approach, the design revolves around a colour spectrum device that highlights choice, colour knowledge, and the expressive nature of paint. Cutting through the colour spectrum is a “V” and paint droplet, which serve as holding shapes to assist with variant navigation. Easily recognisable and delivering strong shelf standout, this solution breaks through by breaking away from the category convention of featuring generic lifestyle photography on pack. It also addresses the undo complexity of purchasing paint by effectively utilising the back of pack to further guideconsumers in their choices.
Designed by The Collective, Australia.
Australia’s favourite cider Strongbow has launched a new look pack design.
The newly refreshed packaging has been crafted to bring to life the Strongbow essence of relaxed simplicity. Featuring a bold wood-cut style tree illustration, the label has a printed wood grain finish to reinforce the cider’s origins in the orchard. The natural colouring of the labels give an earthy feel and complements the refreshing cues of the green glass bottle colour.
Each Strongbow variant features the new logo represented in a colour to differentiate between the flavours. The colours across the range are natural and down to earth, and connected in tone to the former variant colours.
Designed by Boxer & Co., Australia.
This healthier alternative to chips was created to target kids snacking occasions and to be sold in a supermarket environment.
The outer multi-pack needed to speak very clearly to the key purchaser - Mum. Health cues were created through use of a natural colour palette, a paper-bag effect, hand-drawn fonts and the sort of more simplistic, flat illustrations that draw inspiration from packaging commonly found in health-food stores. The inner pack needed to pack a punch with kids and have some serious playground cred.
In contrast to the outer packs, the individual portion packs were owned by the brighter variant colours. A suite of playful and friendly monster characters was created to give the pack character and interact with the product in a fun way. The variant flavours were named 'Spooky Original', 'Develish Chicken' and 'Creepy Cheese' to add interest and a tie-in with the monsters.
Designed by The Collective, Australia.
Taylors execute a bold vision with the design of their finest wine to date
South Australia’s family owned Taylors Wines has matched the release of its finest cabernet sauvignon yet with its most ambitious label and packaging design to date.
Taylors 2009 The Visionary Cabernet Sauvignon is the inaugural release of this super-premium wine, which will only be released in exceptional vintages.
Named in honour of third generation Managing Director Mitchell Taylor’s grandfather, Bill Taylor Senior, The Visionary is the family’s pinnacle release. This initial release is a bold step forward in Taylors continued journey across generations, crafting refined and distinctive cabernet sauvignon wines.
Mitchell said the story of The Visionary did not just stop with what was inside the bottle.
“The gift packaging really was pivotal. With respect to the wine, we knew that we had the makings of our finest cabernet sauvignon, so it was fitting we match the same benchmark for quality and luxury with what we reflected in the final presentation of this wine,” Mitchell said.
Each bottle of The Visionary is individually hand labelled, hand numbered and hand packaged in a bespoke design luxury gift box and outer sleeve. The substantial outer sleeve of the gift box is resplendent in a metallised silver paper stock, featuring a large laser die-cut Taylors seahorse crest with a de-bossed foil block at the base. The inner gift box has been hand wrapped in black linen book cloth revelling in its sophisticated use of negative design space.
The label stock for each individually torn label and the dust jacket on the accompanying vintage booklet are presented on stock specially sourced from an Italian mill founded in 1717. Both the front label and the dust jacket feature a large blind sculptured emboss of the Taylors seahorse crest.
“This is a wine that people will keep for many years to come and so we wanted to ensure that the design was at once timeless, classical and elegant yet ultimately very sophisticated,” Mitchell said.
The hand sewn vintage booklet that accompanies each bottle of The Visionary details the history, vintage conditions, vinification and maturation of this exceptional wine. While The Visionary is a new release, the recipient has the opportunity to immerse themselves in the story of Taylors.
The unique Taylors story is something that Sydney-based design consultants, The Collective, have understood since beginning work with the winery in 2008. Both share an innovative spirit, which has led to wide recognition and acclaim in the design industry. Their collaborations on the 2010 Taylors Winemaker’s Project Grenache Shiraz Mataro, Crooked Horse Semillon Sauvignon Blanc and Promised Land Moscato were awarded for their unique elements in the Australia’s Wine Industry Design Competition 2012 and 2013, respectively.
The story of The Visionary does not stop here. The Taylor family also bottled a very limited number of six-litre imperials of the 2009 vintage of which just ten will be released for sale. Befitting the pinnacle nature of this release the family commissioned Adelaide-based master craftsman Andrew Bartlett to create a bespoke cabinet for each imperial. Each cabinet has been crafted out of a single piece of hand selected Tasmanian blackwood. The fixtures and fittings, including the individual Spanish crafted locking mechanism, have been finished in rhodium to ensure that they, like the cabinet and the wine housed within, will safely see in the second half of this century.
“My task was to create an experience that was both intriguing and subtle from start to finish. The design, construction and presentation of the cabinet enhances the recipients encounter with the wine without overpowering it,” Andrew said.
When the wine and cabinet are purchased (RRP AU$5,000) the buyer will be presented with an individual Tasmanian blackwood presentation box whose design echoes the full size cabinet. Inside the presentation box will be an individual rhodium plated key to unlock the cabinet, a letter of authenticity personally signed by Mitchell Taylor and a series of limited edition photographic prints featuring a selection of specially commissioned images of The Visionary and its cabinet shot by world-renowned photographer Keith Saunders.
This rare occasion, where the packaging is as complex and layered as the wine itself, is one of the elements that make this a genuinely special wine to own. “There is not another table wine packaged to this level of sophistication and luxury anywhere in the world,” Mitchell said.
The inaugural 2009 vintage release (RRP AU$150) will be available domestically via Nuance Duty Free stores and selected independent fine wine retailers. Internationally this wine will also be available via Taylors trading partners in key export markets of China, Hong Kong, the United Kingdom and New Zealand.
Designed by PublicEye Advertising & Design, New Zealand.
Project Designer: Latchmi Mani
Scholl Germany wanted a refresh of the Velvet Collection to appeal to the more femme audience.
Using a cleaner space and a more dreamy and more of a flow for a more delicate and gentle user.
Design is now patented.
Designed by Fluid, Australia.
Southern Pastures is lamb country. No gimmicks, no artificial stuff. Just mouth-watering lamb – straight from the farm gate to your dinner plate. We created the brand identity, packaging and website for the SP range of products sold exclusively at Coles. The aim was to create a range of ‘vacuum packaged’ lamb that aided consumer choice. Bold colours aligned to consumer propositions such as ‘family favourite’ and ‘great entertainer’ makes navigating the category easy. The look is deliberately ‘provincial’ with handcrafted lettering and a menu style blackboard to distinguish each of the variants.
Designed by Boxer & Co., Australia.
Made from premium Australian dairy milk, Nutrico baby formula is made in Australia, home to some of the highest food safety standards in the world and the cleanest food production environment. As well as being sold on home turf, the product is exported to many Asian countries, where concerns regarding contamination of local products run high. The design, therefore, had to sit firmly in the territory of clean, green and Australian, whilst avoiding cliques like koalas and boomerangs. An additional request from the client was that the tin would look good sat on a kitchen surface, rather than being something the customer wanted to hide away in the cupboard.
Boxer & Co.'s design solution features simple, minimalistic graphics of mother and baby animals to evoke an emotional connection, whilst retaining a clean and uncluttered aesthetic. A large circle device houses all the necessary information and small pieces of gold were included in the design to give quality cues.
Designed by Boxer & Co., Australia.
The SunRice Health & Wellbeing range introduces a collection of products with clear functional benefits. Products naturally highlighting the goodness of rice, nutritious grain blends and certified organic rices come together in a family of products, focussed on natural goodness and vitality. Targetting the health-conscious consumer, variants include Rice & Quinoa, Rice & Barley, Low GI and Organic Rices.
The design solution needed to come from a very natural positioning and re-enforce the ‘from the earth’ nature of the product. A health store inspired paper-look bag texture was used to form a base for various hand-written style fonts and a vegetable-inspired colour palette was created. Delicious and healthy rice-based dishes were created and shot to add appetite appeal and inspiration to the front of pack. The SunRice reveal mechanic, which is utilised across all core rice packaging, reveals a window for product viewing and to house the nutrition thumbnails which are of particular interest to this target market. The benefits of each rice, such as 'Antioxidants', 'Dietary Fibre', Sustained Energy Release and Lowers Blood Cholesterol were given a particularly high ranking in the pack communication hierarchy in line with the product’s positioning. A muted version of the main SunRice logo was created, to work in harmony with the rest of the pack.
Designed by CJ Rhodes, Australia.
Andrew Seppelt on 'Primitivo':
In a moment of brash enthusiasm I said yes. We now grow a rare clone of Primitivo Di Goia right next to some Zinfandel I got from Christian Canute. Having never even seen a Primitivo vine before, and working simply on the theory that it’s the same as Zinfandel, we grew it. They’re not the same. Primitivo is much – much better! Bright blue fruit aromatics and a long fresh palate is a good start, but when I learned the finer skills of extended maceration the stuff came alive. I reckon it’s pretty magic.
Finding the sweet spot of ripeness sees a lot of puckered up little berries which makes sugar measurement irrelevant to the flavours, but fortunately this chap’s settled on a respectable 14% alcohol.
Designed by BLOCK, Australia.
Block repackages Feral Brewing Company
Western Australia’s largest independent brewery Feral Brewing Company has received a complete brand and packaging overhaul from Block in Perth.
Based in the Swan Valley, Feral has a cult following of beer enthusiasts globally yet remains unknown to less discerning beer drinkers – despite being current titleholders of the Australian International Beer Awards Best Large Australian Brewery.
Feral tasked Block with implementing a cohesive brand strategy across an eclectic portfolio of beers with the goal of increasing sales and commanding an on-shelf presence befitting one of Australia’s most awarded craft brewers.
Block’s rebranding is handcrafted and distinctive without detracting from the company’s obsessive focus on its beers, flavours and ingredients, with an intentionally DIY, rough-and-ready aesthetic to match the company’s hands-on approach to brewing.
“At a time when all the big guys are jumping on the craft brew trend and every bloke and his accountant-mate starting a trendy micro-brewery, Feral is the real deal. Feral is all about what’s in the bottle, so we felt this rebranding shouldn’t look overworked or pretentious. What we have created is the antithesis of the minimalist or ‘ye olde’ beer brands that are cluttering the market,” says Mark Braddock, Creative Director at Block.
The branding process started with the purchase of an old photocopier for $50 so that the packaging and promotional material would be genuinely fresh and DIY.
"The explosion of beer labels has seen the beer cabinet become one of the most crowded retail spaces imaginable, so our new look has been created to own its shelf space in a very ‘ballsy’ way – which is absolutely on-brand for us. With a name like Feral, we were never going to nice and quiet,” said Steve Finney, Feral’s Sales and Marketing Manager. “Block have done a great job at bringing the outside of the bottle in line with what’s inside it.”
The rebrand represents the next step in the brewery’s evolution. Feral launched 11 years ago and its flagship retail brands are Feral White, Smoked Porter, Sly Fox, and Hop Hog, which is “as near to the perfect beer as you will find”, according to The Guardian.
In 2012, Feral added a second brewery to its Swan Valley microbrewery to keep up with demand and expand its footprint in the eastern states.
Designed by Marx Design in collaboration with running with scissors, New Zealand.
When Whitlock’s first started, over 100 years ago, Fred was the brand, and sometime in the last century he disappeared from the label. He was a real man, beard down to his chest (before it was fashionably ironic) his name deserves to be resurrected and so too, his values. By putting Fred back in the logo we add a real and emotive aspect to the brand, something that it was lacking.
The design inspiration came directly from Mr Fred Whitlock himself and his love of hunting. Since our audience are blokes, we wanted to tap into the dormant frontier huntsman that resides within (or the one he thinks he could be) but also appeal to his mischievous inner child.
We wanted to draw on Fred’s era, the turn of the last century, but modernise it in a way that it appeals to the modern man’s more refined aesthetic sensibilities. We embraced the notion of building tricks and traps to ensnare ingredients and this became the driving idea behind the packaging. We drew on a classical story book illustration style and imbued each label with an element of subtle violence usually avoided in supermarket packaging.
Subversive copywriting further reinforces the story of the ingredients’ demise and rewards our men for picking it up, with dark humour and the implied brutality of a product that makes dead animals taste better.
Since the products are not located together in store it was important that we established a strong identity – one that is recognised across the store. In shelves awash with garish colours, our range exudes confident simplicity. Our men are pretty cynical of packaging (and marketing in general) they are looking for simple, more classic, honest packaging – jars, tins, glass. Something that can be reused or up-cycled. Guys like packaging that can have a second life and we envisage these jars taking up residence in the shed, full of nails.
And a final word from our client: “if something can make people stop at the supermarket shelf and smile then it is worth doing.”