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Agency: Labis Design Artefice Group
Designer: Henrique Catenacci / Maikel Morais
Client: Wensky Beer
Wensky Beer was founded in 2003 by a Polish family in the South of Brazil. The company works under the concept of microbrewery, which rescues the traditional way of making beer.
The main goal was to translate the brand’s quality and facilitate identification through product differentiation. The graphic line’s concept was inspired on the brand’s value – Poland, tradition, originality and craft. To communicate these values and simultaneously translate the characteristics of each kind of beer on the label, different European animals were chosen to associate each beer with its qualities. For example, the Beer Baltic Porter was associated to the Bison strength. The features of European beers graphic style with a unique brand identity create the bound between classic and contemporary. In the creation process were also targeted all production process such as the choice of Metallized BOPP as printing media to enhance the graphics of the labels.
Agency: Smirap Designs
Designer: Mike Karolos
Concept redesign for Alfa Greek Beer.
My goal here was to make a more minimal and clean approach of the beer label.
Less colors, simpler shapes & typography and this is the result.
Designer: Eugenia Kalinovskaya, Luca Franceschi
Illustrator: Luigi Russo
Account: Olga Manoilenko
The Russian jam market presents a high number of players. Despite Abrico is one of the most well-established brands, it has recently suffered from a decrease in sales: its packaging has been unchanged for 7 years and is unable to respond to the latest market trends.
Abrico’s core values revolve around family and tradition (Dlia Vnuchat - For Grand-children). It is necessary to stress those values in a way relevant to the contemporary market: tradition involves natural and quality ingredients along with environment friendly practices. However, despite a home-made feel, the consumer should still feel reassured about the strict quality control that a great firm can guarantee.
Some classic elements have been put together in a fresh way to give simple and essential looks. The screw-cap uses the traditional red and white colours, whilst the transparent jar boldly shows the product, stressing out its quality. Thanks to specially made realistic illustrations, the fruit play a very important part and emphasizes that just natural ingredients are used. The clean and essential overall effect greatly differentiates the product from its competitors and make it stand out on the Russian market.
Creative Director: Colin Downing
Designer: Reuben Alderson
Client: Aotea New Zealand
Country: New Zealand
Aotea New Zealand, the largest souvenir retailer in New Zealand wanted an exclusive brand that was all about New Zealand. The brand had to communicate provenance and what better way to build a brand than through story telling. They asked Redfire, a specialized branding and packaging design agency, to develop a new brand and then apply this to a multitude of packaged products.
Redfire uncovered through the research and planning stage that a significant number of the products purchased were for gifts. This formed the basis for our creative direction, where we utilized strong imagery and scenic gems to add a piece of New Zealand to every product. As we say, a picture speaks a thousand words, as the spectacular and beautiful country was used in connection to the product. So for example, instead of using bees and the honey hex for Royal Jelly ( the nutritious food that Queen Bees live off), Redfire showed the clean and pristine environments these bees live and thrive in.
The resulting creativity and packaging had immediate impact, adding significant shelf presence when merchandised. This creative has been rolled out to approximately 15 products in a range from Premium Manuka Honey to Omega 3 capsules.
Country: United Kingdom
Elmwood reveals redesign for Anchor® Cheddar
Global brand design consultancy Elmwood has revealed a new packaging design for the cheddar range from much-loved brand Anchor®. The redesign comprises block cheddar in mature, extra mature and lighter, as well as sliced and grated variants, and will be rolled out across supermarkets nationwide from February 2014.
Elmwood were tasked with creating a design that would perfectly balance Anchor’s® ‘Tastes Like Home’ ethos with a high quality product message. The new range look also needed to be recognisably Anchor® while achieving clear stand out in the crowded cheddar fixture.
To achieve this, Elmwood worked closely with Anchor® to ensure the brand’s language and key visual equities were effectively rooted in a beautifully considered design solution, which reflected the quality of the cheese inside. Elmwood crafted a heart shaped crest to convey quality and excellence, developed in a woodcut style to still appeal to everyday cheese-lovers. The crest was designed to reward further inspection with fun, tongue in cheek cheese references such as crackers and cutlery, nestled amongst the swirls and ribbons. The pack design also celebrated the fact that Anchor® cheddar is slowly matured for a richer fuller flavour – indicating the time and quality that goes into making the cheese.
Ensuring that the pack design was effective as well as attractive, Elmwood used rich, opulent colours to communicate the richness and fullness of the flavour. The new design features the individual colours for each variant across the entire pack to offer greater stand out on shelf and make the range easy to navigate for consumers.
Andrew Lawrence, Creative Director at Elmwood said, “It’s fantastic to be working with Anchor® again on the redesign of such a high profile product. It was a great project to work on, communicating Anchor’s brand story in a way that worked for them in the cheese category. Our approach was all about balance, combining high quality cues while engaging with consumers emotionally through well crafted and considered design. We’re really pleased with the end result and look forward to seeing it on shelf.”
Kate Richards, Senior Brand Manager at Arla Foods said, “Having worked with Elmwood before, we knew how effective their work would be and they absolutely captured everything that is so important to the Anchor® brand. We are delighted with the way Elmwood’s design celebrates the quality of our cheddar range and helps us to stand out in such a busy fixture.”
Agency: Smith Design
Designers: Angel Souto & Glenn Hagen
Client: Unilever HPC
Country: United States
SMITH DESIGN REDESIGNS SUAVE KIDS LABEL
Smith Design has redesigned the Suave Kids label of shampoos, conditioners, and sprays, using a revolutionary look that contemporizes the brand, connects with a broader age range of kids, and truly expresses the core of Suave Kids – that of unabashed fun.
“Developing memorable characters in conjunction with elevating the brand identity to a fresher, more modern place allows the Suave Kids packaging to truly break through the category clutter in a unique and ultimately fun way," said Jenna Smith, the partner at Smith Design who led the project. "We were delighted to provide Suave Kids with a strategically smart solution for their line of products that not only aligns the portfolio of products successfully, but emotionally connects with kids and moms alike."
According to Smith, a refreshed brand identity and package design approach in conjunction with the development of 11 unique and ownable "Fruit Mashup" character illustrations, as well as a clear vision for segmenting sub-lines, add clarity and cohesion to a somewhat fragmented line. “The redesign breaths new life into the brand and successfully leads, not follows category players,” she added.
Smith Design, a package design based in Glen Ridge, NJ and Carmel, CA, has three decades of expertise crafting solutions that result in significant gains for leading brands and companies.
Creative Director: Colin Downing
Designer: Natasha Alimova
Client: Bundy Juice
Country: New Zealand
Bundy Juice is an Australian juice company producing a range of premium fruit juices and fruit drinks and is based in Bunderburg Australia – a township made famous by Bundy Rum and Bunderberg Ginger Beer. Bundy Juice hadn’t done any packaging changes for over 10 years and needed to reinvent themselves. They appointed Redfire a strategic branding and packaging agency based at the bottom of the world - New Zealand to review the entire brand and packaging and wanted something fresh and fun with stand out. After a lot of research, concepting and crafting, Redfire is proud to present the newly revitalized Bundy Juice packaging refresh.
The old Bundy Juice package design was outdated and lacked consistency and shelf presence on shelf. The juice and beverage category is getting edgier in Australia and Redfire wanted to convey all the brand cues that made Bundy Juice “Bundylicious”. We were after a unique look and feel that could use subtleties to differentiate the premium juice range from the drinks range and yet be unmistakable Bundy. We developed hand crafted elements and use styled art direction to really add the appetite appeal so necessary for any beverage packaging.
The revitalized packaging has been in the market for 2 months now and as they say, “the proof is in the pudding”. Sales growth has rocketed and nationwide distribution grown significantly. Happy Clients, Happy Agency!
Ritz gets a fresh new look by Cowan
Cowan has created a fresh new look for one of Australia’s favourite and most iconic brands – Ritz.
Building on a new global identity, Cowan has brought to life Ritz’s lighthearted character and entertainment qualities to position the brand as the cracker for every occasion.
“Almost everyone we spoke to talked about the versatility of the brand and the ‘buttery, melt in your mouth flavour’ said Cowan Creative Director, Glenn Kiernan.
“We wanted to bring these unique characteristics to life in a relevant and engaging way, so we made the biscuits the hero and showed them dancing around the pack”.
This marks an exciting period for the brand with NPD Ritz Snackz – a delicious on-the-go snack which is perfect for the car, home or office – being launched as part of the refresh and a revamped In-A-Biskit also coming in under the Ritz brand.
Keep an eye out for the fresh new Ritz packaging hitting shelves soon.
Designer: David Brinkmann, Yelena Litzinger
Client: Kelterei Heil OHG
Our new client, Kelterei Heil wanted to change their old, outdated "Maikönigin" punch/cocktail range with something fresh and eye catching. The previous design agency wanted to "stay close" to the older design, but that wasn't what the client was after. They wanted something completely new and that is why the came to brandfield*. We opted to go with bold, vibrant colors with a mix of patterns and traditional forms. Since this product is a seasonal product and is on the shelves only for around 3 to 4 months out of the year, we didn't need to worry all too much about the "repeat customers" not finding their product.
Designer: Pam Partridge
Creative Director: Jarrod Robertson
Bold-inc continued to elevate the core brand by building detail and craft to support the logo. The classics range was a great opportunity to bring the tale of the two brothers Joesph and Edward Tetley to life on the front of pack.
Pastel green created a range colour in a classic teapot hue. A colour hit on the top of packs and full coloured envelopes gives clear differentiation on shelf for cafe owners, and ease of identification when out of the box in hotel rooms.
Agency: Studio h
Designer: Rob Hall
Client: Inspiral Visionary Foods
Country: United Kingdom
Studio h redesigns branding and packaging for Inspiral Foods
Studio h has created new branding and packaging for eco raw food company, Inspiral. "To reach a wider market Inspiral wanted to move on from their hippy image without losing their cool credentials" said Rob Hall, creative partner, Studio h, "in particular they were keen not to lose their spiral tree logo. So we restyled the tree and wordstyle to maximise a fresh new look and created more style options for their diverse collateral needs".
Studio h also worked with Inspiral and National Flexible Packaging to develop the first compostable pouch pack for their kale chips and superfood bites. The compostable laminate has an uncoated finish
that takes flat colour well and enhances the natural feel.
The new look has rolled out across all of Inspiral's raw food ranges and their cafe and music lounge in Camden, London.
Agency: DDC Creative Lab
DDC Creative Lab agency updated "Ketus" logo and developed packaging design for a new product line of fish preserves.
"Ketus" brand products are characterized by high quality and naturalness. DDC Creative Lab agency communicated the idea of the product prepared using home recipes in the design of the new brand of preserves. Variegated tablecloth creates a comfort atmosphere and decorates the kitchen of every housewife. Each item in the line is represented in a characteristic color scheme, attracting the attention of consumers.
Also there is a charismatic brand character whale named Ketus on the preserves’ packaging which tells the audience interesting facts about the fish.
Customer loyalty degree to "Ketus" brand is pretty high, so keeping its his style "Ketus" offers fish lovers a new look at the idea of home cooking.
"Ketus" products line refers to middle segment goods. The range brand includes smoke-cured and smoke-dried fish, series of preserves in oil and various fills, seaweed salads.
Designed by BREAK
Designer: Luca Franceschi
Account Director: Paola Garavaglia
Plasmon, a market leader in baby food, launches a new line of biscuits aimed at children aged over 12 month, when they start looking out for stronger flavours and textures. The new line offers an alternative to a premature consumption of biscuits for adults.
Creating a pack that would clearly convey both the attitude of the product to meet the changing taste of young children, and its ability to support growth through its nutritional values.
The pack has been divided in two: on the left is the most childlike part, with Plasmon institutional colours and soft lettering. On the right is the informative part, emphasising taste, the nutritional values and their positive effect on growth.
The wide space allowed to this section intentionally reduces the part with the institutional colors, thus differentiating the product from the well-established Plasmon biscuit for the first infantry.