packaging - fmcg
Users are not just interested in products; they are in search of positive experiences. Packaging today has the role of combining the brand with the experience. Products must be useable but also register with the client’s value and emotional responses. The experience may elicit a range of responses that are driven by aspirations or work on a fundamental human basis, evoking responses such as surprise, play, memory, security, trust, challenge and or seduction.
Package design has the power to connect with the consumer and communicate a brand’s message on a more intimate level. Package design is a brand and business asset that is fully recognized and vital to the modern vibrant and competitive market place.
Future Product Concept | Gloop kids Products
The client wanted to develop a bath product that targeted adults buying for kids ultimately to be used by both adults and children. The market is saturated with predominantly low-grade children’s products that do not appeal to adults. The client wanted to experiment with a cross-market target where the adult gets quality and satisfaction and the child gets the fun.
Attention for the wandering eye that is also a savvy customer is a competitive space. I used fundamental design elements that include clean type, simple space, strong organic colours and copy. These elements and principles of design help position the brand in a more modern space. The product is designed for dual placement on the shelf (kids and boutique bath). The package ultimately is of gift quality that can add as an interior enhancement to the bathroom using its colour.
COMBE ASIA PACIFIC | EXPRESS HAIR COLOR
BACKGROUND Combe Asia Pacific is a maker and distributor of “Restoria Express” successful hair colour range that sells in India, China, Singapore, etc. They wanted to update the range with a new look and feel to appeal to the middle age market of male and females, yet keep it at a price point most people could afford. SOLUTION As India was the first market for the product launch I had to come up with a look that would work in India yet translate to China and beyond. The idea was to generate to people a feeling of security, success and happiness, while feeling premium and a reasonable price. This was achieved mainly through the signature portraits. The use of colour, and texture, in either concept can be mixed. The portrait identities can be changed depending on demographic. The ideas were well received by the client and are in the approval process.
WARD GROUP | RESTORIA VITAMIN E CREME
The Ward Group Australia required a re-invigoration of the Vitamin E cream packaging. The product was hand made and thus treated accordingly. The team wanted a fresh clean modern look, with a different alternative presentation.
My conceptual solution was to keep the clarity of the brand by including structure into the design and image. This is
intended to deliver a modern brand you could trust, a fresh product that would catch the eye, be easy to read and use.
The alternative choice was combining old world charm in a contemporary context. The space and structure presents a brand that was luxurious, feminine and honest. This concept is in the approval market process at the moment.
Australian Char Pty Ltd | Heat Beads
Recently Heat Beads have started a refresh of their brand image, the Heat Beads Sash had been developed to bring the brand image forward. Part of the push was to move the identity to the overseas markets. The Danish Client who distributes Heat Beads was very interested in a tie in with their local brand which looked modern and mainly black.
In Denmark the Australian products are doing well due to the tie in with the royal family. Australian goods are seen in a very favourable light. Two versions were designed; one close to the current look and feel with a black smart modern tone, and another look that was raw inspired by the outback, using the look of crate paper. This was the solution the client absolutely loved and we keen to bring to the market.