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Designed by Pearlfisher, United Kingdom.
Pearlfisher London creates the new experiential brand identity and design for Cadbury Dairy Milk.
As part of a long-term relationship, Pearlfisher have created a new brand world for Cadbury Dairy Milk that spans brand strategy, identity creation, packaging design and brand guidelines.
Cadbury Dairy Milk is an undisputed iconic brand that holds a unique place in the hearts and minds of consumers around the globe. It is a brand that forms part of the perceived ‘fabric of the nation’ wherever it is sold. It’s for everyone, but equally, it’s everyone’s.
Having previously created the global expression of Cadbury Dairy Milk in 2008, which hero-ed the magic ingredient ‘a glass and half of milk’, Pearlfisher’s challenge for this project was to nurture what makes Cadbury Dairy Milk iconic, whilst bringing to life the joyful character of over 50 global variants. The result is a celebration of the great iconic taste of Cadbury Dairy Milk – taking the brand from iconic to experiential around the world.
Pearlfisher Chief Creative Officer, Jonathan Ford, commented, “The creative approach is a balance of measured change and a globally creative big idea. Firstly, by analysing key equities we determined which brand elements to treasure or adapt. This was complemented with fresh creative thinking stemming from the brief to create a living, breathing identity that would transform the brand’s taste expression and give it life beyond packaging. Our design essence ‘See the joy’ sits at the heart of the new brand world which revolutionises the expression of the Cadbury Dairy Milk variants, replacing product shots with imaginative, joyful expressions of each flavour and key ingredients.”
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach, “The design execution is inspired by the creative idea of ‘Say what you see’. This playful new approach gives the variants their own personality and makes each a sensation in their own right within a solution that is globally recognised, whilst retaining the flexibility to accommodate local tastes and cultural nuances.”
Jonathan Ford adds, “We have also refreshed the Dairy Milk logotype creating a more joyful expression of the brand whilst retaining the milk splashes of the ‘i’ and kick of the ‘k’. Custom typography has also been created for each variant, reinforcing the different personalities of each bar and enhancing navigation and the buying experience.”
Nikhil Rao, Cadbury Global Brand Equity Director at Mondelez, commented, “Our challenge was to create a harmonious global expression for Cadbury Dairy Milk that would bring to life the brand’s iconic and long standing association with Joy, make it more contemporary and ultimately, better help shoppers navigate through the range and chose the right product for them. Pearlfisher have achieved this in a way that stays true to our brand essence with a unique and engaging approach that communicates the Cadbury Dairy Milk product experience in a generous, tasty and playful way. The new design is rejuvenating the chocolate aisle and shopper experience.”
The new design for Cadbury Dairy Milk has already successfully launched across global markets including the UK, South Africa, India and Malaysia and will continue to roll out around the globe throughout 2013 and 2014.
Designed by Pearlfisher, UK and USA.
To create a distinctive look and feel for Cadbury’s festive range.
Creative strategy, packaging design.
The new design moves Cadbury’s visual expression of Christmas away from the traditional character-led aesthetic to a more fun and experiential design that uses Christmas icons in an innovative way to create stand out on-shelf and amplify the festive joy
Designed by CookChick Design, United Kingdom.
Cookchick & Adnams Create A Bold New Direction For English Whisky.
Adnams Copper House Distillery has been producing handcrafted spirits since 2010, during which time the company has gained international recognition and awards for its spirit range, including a coveted Gin Trophy at the IWSC.
In the first few weeks of operation, Adnams laid down 20 barrels of spirit in new French and American oak barrels. After three years and a day maturation, the first two highly anticipated batches of Single Malt and Triple Grain whiskies are almost ready to release.
The striking bottle design has been created by CookChick Design. Lee Cook comments: "Designing Adnams' Whisky has been an opportunity for us to establish a fresh new direction for hand-crafted English Whisky. We were keen to create a strong voice for this new category and not be constrained by the traditional approach of Scottish and Irish brands.
Our aim was to create a radically different design by balancing the optimistic, and vibrant coastal colour palette with the copper from the distillery stills, leading to a tempting glimpse of the whisky inside. This bold design reflects the contemporary approach that Jonathan Adnams and John McCarthy have to making spirits".
Designed By: W+K London, United Kingdom.
"Gulp isn't just a name—it’s an attitude, a way of behaving,” says Hanne Haugen of Wieden + Kennedy London. “You don't just sip a Gulp, you gulp a Gulp.” When branding this new line of milkshakes, the agency focused on packaging and created a design that lives and breathes the Gulp philosophy. Using fun messaging, a bespoke “shaken-up” typographic style, bold colors and big stripes, W + K fashioned a range of iconic bottle designs that bring a fresh new approach to a somewhat tired category.
Designed by Ryan Martin, United Kingdom.
Additional Credits Ada Ooi
Doublezeroone is a new skincare brand launched by aromatherapist Ada Ooi.
Inspired by the metropolis of Hong Kong, where cutting edge architecture is juxtaposed with centuries of culture, 001 fuses modern bio-chemistry and traditional apothecary principles in a collection of luxury and multifunctional products that strengthen and restore the ultimate balance of our skin - collectively providing the resilience to counteract negative effects generated by the unavoidable free radicals in urban environments and helping to prolong the ageing process.
The products are hand-packaged and the finished with quotes from influential historical figures.
Designed by Pentagram partner Daniel Weil, United Kingdom / United States.
When Mothercare approached Daniel Weil for help with a new feeding range, he proposed an unusual solution. In a category dominated by engineering advances, Weil began the project with a study of parenting across the last four decades to find a human context. His research led to discovery, invention and ultimately a new baby bottle design.
Designed by JDO Brand Design & Innovation, United Kingdom.
JDO upgrades and contemporises LUX packs in Japan
JDO Brand Design & Innovation has been working with Unilever to re-launch LUX in Japan. The agency has been working as LUX brand guardian with Japan since 2005, helping the brand to consistently remain a step ahead in the hair care category and act as a beauty icon.
JDO were briefed to upgrade LUX hair care packs and bring a new proposition to life based on brand values of admiration, sophistication and elegance. The challenge was to do this in an inspiring and contemporary way that was both relevant for the core user group in the 30s and 40s whilst also bringing in more younger and modern women. JDO were also tasked with shifting brand perceptions from competent and capable to more efficacious and pleasurable to use as well as upgrading the LUX brand to a more premium position.
By taking the strong equity of the LUX brand identity, JDO created a new and highly animated device by way of the ribbons marque. The gold ribbons reflect pure glamour, ooze confidence and luxury and are both bold and impactful. The two sub ranges of Shine and Damage Repair are easily differentiated through the base pack colour with pink and bronze highlights. On shelf the LUX range combats the clutter with an elegant and refined presence.
Ben Oates, JDO Creative Director says, “Part of LUX’s success has been to continually breathe life into the brand and keep it relevant for its demanding consumers. The Japanese market is packed with innovative global and niche brands and it’s essential to not only stand out on shelf, but also to have a clear and compelling positioning and offer.”
Ana McMahon, Head of LUX in Japan commented, “JDO’s design is simple, modern and ownable, while the ribbons marque has iconic potential and is highly campaignable. The contemporary play on LUX gold equity is not only modernising the brand but also moving it to a more distinct and premium position.”
Designed by Pearlfisher, United Kingdom.
Pearlfisher London designs Cowshed’s new naughty little sister, Cheeky
As part of a long-term relationship with Soho House Group and Cowshed, Pearlfisher has created Cheeky – a new total beauty brand that brings products and experiences together to complement the lifestyle of young, urban social butterflies. The work spans brand strategy, tone of voice, identity and packaging design.
Pearlfisher Senior Strategist, Jenny Dean, commented, “The key to this project was understanding how the Cowshed brand, which is revered around the world for offering luxurious, relaxing and naturally indulgent spa experiences, could go from spa to salon and speak to a new generation of fun-loving young women. The opportunity for Cheeky was to create a world of playful indulgence that projects attitude and spark, and helps women to create their own unique, captivating beauty.”
Pearlfisher Creative Director, Sarah Cattle, commented, “The design and tone of voice we developed is modern and playful, bringing to life the naughty personality of the new Cheeky brand. The product range names are conversational with “Pimp my Plume” dry shampoo and “Kiss ‘n’ tell” lip and cheek tint. The packaging structures are an eclectic mix of paint tubes, paint pots and rollers creating retail theatre and a unique consumer experience.”
The new brand and packaging launched in the UK in November 2013 and will be rolling out across key global markets throughout 2013 and 2014. The Cheeky flagship parlour has opened its doors on Redchurch Street, London as well as in Shoreditch House’s Barbour & Parlour grooming space where hotel guests and members can indulge in a unique Cheeky experience.
Designed by Bluemarlin, United Kingdom.
Global brand consultancy bluemarlin has designed packaging for ZEO Tingle Bells, a limited edition offering from Freedrinks Ltd. This glittery new addition, flavoured with winterberries and mulled spices, will be available throughout the holiday season at Yo Sushi! Restaurants and WH Smith stores as well as a host of independent pubs across the UK.
The variant’s name, “Tingle Bells” plays to the signature tingling and warming sensation the brand delivers. The design reflects this by embodying the sentiments of warmth, cosiness and cheer. Taking its inspiration from retro-style Christmas jumpers, the festive new look features a ‘knitted’ logo and a snowflake ‘stitched’ on to the cap. Metallic gold labels compliment the mesmerising sparkle of the beverage, which is created by an all-natural gold mineral.
Designed by Pearlfisher, United Kingdom.
Founding Partner & Chief Creative Officer: Jonathan Ford,
Creative Director: Sarah Cattle
Senior Designer: Vicki Willatts
Head of Words: Sylvie Saunders
Realisation Director: Shaun Jones
Senior Strategist: Rory Fegan
Account Director: Nicci Cooper
Pearlfisher London gets at the forefront of innovation creating Lurpak’s new slow-churned butter brand and in-home experience.
As part of a long-term relationship with Arla, Pearlfisher have created a new addition to the Lurpak range – Slow Churned Butter. The work spans brand strategy, structure innovation, packaging design and in-home experience.
Lurpak Slow Churned Butter is a distinctively delicious butter made using traditional dairy craftsmanship. It uses the famous and loved Lurpak recipe, but is made with a method inspired by the early dairy tradition – the cream is churned very slowly and is made in small batches to allow a unique fuller Lurpak taste and texture to develop.
Pearlfisher’s challenge for this project was to nurture what makes Lurpak iconic whilst developing a new brand design that would sit comfortably within the Lurpak portfolio and alongside the full range on the shelf. The result is a premium offer within the category that appeals to people who enjoy pure unadorned butter moments – it is the butter for butter connoisseurs.
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach, “Typically seen as the perfect partner to good food, we had the opportunity to build on Lurpak’s brand credentials and create a new brand that communicates the authenticity, taste and premium quality of the product in a modern way without risking it becoming niche.
The design challenge was to create a balance between the Lurpak brand equities and heritage and the artisan positioning of the new Lurpak Slow Churned Butter brand. The design idea of ‘deliciously authentic’ is executed across the identity, structure, parchment and outer wrap. The distinctive identity and innovative butter dish heroes butter in a novel way, evokes heritage, celebrates taste and brings to life an ‘everyday premium’ food experience - taking butter out of the fridge and putting it at the centre of the table.”
Pearlfisher Realisation Director, Shaun Jones, commented, “The creative process was complemented by a fresh and innovative approach stemming out of the brief to create a structure that plays to the pleasure of butter, allowing better interaction with the product and putting it back at the centre of attention. The presentation pack – which comes in the form of an innovative, beautifully designed and fully recyclable brushed aluminium butter dish – is one of the biggest innovations in the FMCG category. Our design celebrates the specialness of the brand as the most foodie of the Lurpak family, increasing retail visibility and on-shelf differentiation...on shelves that are full of plastic.”
Arla Vice President Global Butter & Spreads, Laurence Fischer, commented, “Lurpak speaks to an audience of food lovers, because like them, it knows that food matters. The quality of ingredients and where they come from is essential. It is about great food and the role it can play in making life enjoyable. With our products we look to encourage experimentation, invention and enjoyment in the kitchen. We may be over 100 years old but we look forward not back. We are modern and progressive.
Working closely with Pearlfisher we created a unique Lurpak brand that shifts the focus from being a food-lovers ingredient to celebrating the way good butter tastes and is consumed. Lurpak Slow Churned Butter identity and the innovative packaging design creates a new in-home brand experience taking FMCG and butter to an entirely new level.”
The new brand and packaging will be launched in the UK in November 2013 and will be rolling out across key global markets throughout 2013 and 2014.
Designed by Ziggurat Brands, United Kingdom.
Bac< packaging design: creating a brand with universal appeal
Bac< aims to become the brand that the 16.5 million Britons who suffer with back pain each year know they can trust to help alleviate that pain. The range is now available in selected Boots stores nationwide, www.boots.com and www.backpainhelp.com.
The bac< range comprises a back massager, shoulder brace, back brace and sacroiliac belt. It was designed by industrial product designers, Seymour Powell and experts from The London Spine Clinic on Harley Street. It is markedly different from other brands on the market in that as well as being highly effective, the products are also very stylish and discreet. Handsome, the company behind bac<, briefed Ziggurat to create a brand that would convey a range that was medically credible as well as functional, user-friendly and desirable. It required an easily recognisable, all-inclusive brand that would instil confidence and trust. The brand also had to speak to every man and woman and be as desirable to a 60-year old as it would be to an expectant mother or building site labourer. Ziggurat rose to the challenge with the creation of a brand name and logo. It also created a simple diagnostic tool in the form of an infographic to show sufferers the different areas of pain and which product they would need to treat it. “The choice of the name bac< was important,” says Keren House, Creative Director at Ziggurat. “The word is simple and yet it embraces every vertebrae in the back from top to bottom. Changing the 'k' to a ‘<’ makes the brand more individual and memorable.”
Her team also designed packaging for five products for each zone of back pain. “We used an androgynous image, to convey the unisex nature of the brand,” says House. “Shot at a three quarter angle, the image shows the natural curve of the back rather than the more gender-revealing trunk of the body.”
She continues: “Rather than distressing red or orange, we used a more calming and less challenging blue grid to show each zone of back pain. In addition, the on-pack language is not painful, it is positive and caring. It finds the balance between medical efficiency and approachability as it describes how the bac< products can help get lives back to normal again.”
House concludes: “Packaging has a significant influence on the purchasing decision and we are confident this stylish and minimalist brand design will stand out on the shelves and attract customers to the bac< range in Boots, as well as making a significant impact online.”
Handsome CEO, Mark Critchley agrees, saying: “Our bac< brand represented a few design challenges in that back pain does not discriminate, so it had to be all encompassing, but we are delighted with the results. It also speaks volumes about the quality product inside the packaging, which is high performing, medically efficient, trustworthy and stylish all at once.”
Designed by CookChick, United Kingdom.
Dramatic new brand and package re-design by CookChick after a 4 way pitch win.
The Hayman family is England's oldest gin distilling dynasty. It is currently headed by Christopher Hayman, one of the world's most experienced 'gin masters' with 40 years of experience, and legatee to great grandfather James Burrough, creator of Beefeater Gin. With his son and daughter, Christopher continues to make classic styles of English gins to family recipes.
150 years after their ancestor James Burrough entered the gin distilling business, 2013 saw the Hayman's family install a German-made Christian Carl Still.
Named Marjorie after Marjorie Burrough, Christopher Hayman's mother, the 450-litre Carl Still is element-heated, boasts six optional plates and a pre-condenser. Christopher talked excitedly about how this modern, all-copper still with optional botanical chamber and rectifying column will allow the family to experiment as well as create both new and old recipes from the family archives.
CookChick were asked to re-design the bottle to celebrate Hayman's 150 years of distilling. Inspiration was taken from a bottle found in the family archives dating from 1947, the year that Christopher Hayman was born. The bottle design incorporates emboss details of the Hayman family crest which includes a cat, a reference to Old Tom gin, the insignia of the school all three members of the family attended, juniper sprigs and droplets, a reference to the family's five generations of gin distilling.
As well as a new bottle, the labels have evolved to reflect the Hayman's roots of gin palace traditions & authentic gin production.
Hayman’s produces a range of six different styles from the gin family which follow the evolution and history of gin over the last one & a half centuries. The new branding will feature immediately on the core range of Hayman’s London Dry Gin, Hayman’s Old Tom Gin and Hayman’s Sloe Gin.
Hayman Distillers is now run by the fifth generation of the Hayman family, James and Miranda Hayman. James Hayman, says: “2013 is a landmark year for Hayman’s. This is a chance for us to celebrate 150 years as family gin distillers and give the brand a more modern feel while highlighting our rich heritage."
Designed by ilovedust in collaboration with 44th Hill, United Kingdom.
We worked with interior designers 44th Hill on the branding for 52 North, a London based bar and restaurant, creating large letterpress style murals to cover the walls as well as all printed collateral and products.
Designed by Elmwood, United Kingdom.
Hairy Dieters Launch Range of Deliciously Healthy Sauces
Leading brand design consultancy Elmwood have worked with down to earth culinary sensations the Hairy Bikers and All About Food, on the launch of the new Hairy Dieters range of healthy, yet delicious cooking sauces. Inspired by their recent mission to shed the pounds while still staying true to their love of food, with their books “How to Love Food and Lose Weight” and “The Hairy Dieters; Eat for Life”, the new range of five tasty sauces delivers the big taste you’d expect, while being kinder on waistlines.
The Hairy Bikers (real names, Si King and Dave Myers) are renowned for their love of proper food, however after years of cooking mouth-wateringly rich, high calorie meals, the popular pair decided it was time to think about their health. Not prepared to compromise on taste, they began creating recipes that were low in fat and sugar, while still packing a big punch where flavour was concerned. Losing six stone between them during the Hairy Dieters mission, they also persuaded the nation to join them on their journey.
Building a true identity for the brand, Elmwood started by creating a brand marque and logo that captured the friendly, accessible spirit of the Hairy Dieters. With Si and Dave being such an important part of the brand, it seemed natural to use their images within the logo and on the packaging.
Communicating the range as proper food, not a dull diet brand, the bold palette of vibrant colours achieves real shelf standout while staying true to the Hairy Dieters personality. The warm, chatty packs capture the honest, northern spirit of the pair, and Elmwood have also included cues which look back to their biker roots, like speedometers for fat content and cooking time, to inject the essence of the Hairy Bikers into the new Hair Dieters venture.
The Hairy Dieters range features five cooking sauces including Chilli Con Carne, Smoky Paprika Chicken, Beef and Stout Casserole, Sausage Cassoulet and Chicken Casserole, with plans to introduce more flavours in the future. The range launches into Morrisons stores on the 1st November.
Si King and Dave Myers, The Hairy Bikers said: "We're passionate about great tasting food. Hairy Dieters is about staying healthy and enjoying life to the full. This range is for people who want to do that without sacrificing the delicious foods they love or feeling deprived. Elmwood's concept for the brand and packaging perfectly captures everything about the fantastic and rewarding journey we're on, and we can't wait to see our sauces hit the supermarket shelves."
Ben Brears, Designer at Elmwood said: “The Hairy Dieters are such big personalities and we wanted to make sure that bold character and friendly tone of voice came across with the Hairy Dieters range. We’re thrilled with the way the new brand and packaging not only captures the spirit of Si and Dave, but it also appeals to customers who want to get healthier while still enjoying their food.”