Creative & Strategic Packaging Design
Brand agency Truly Deeply’s packaging for TOM Organic has won Gold in the Health & Beauty category at the 2012 Australian Packaging Design Awards (APDA). The annual competition for brand owners, designers, retailers, manufacturers and raw material suppliers, APDA recognises and celebrates companies who are imaginative, innovative and creative in producing packaging of a high standard.
“TOM Organic, feminine hygiene products, is a visually attractive range of packs which highlights a beautifully crafted story for the product. The packaging has been designed to communicate both the brand proposition and tell the brand story which has been perfectly achieved. These packages have added a freshness in design to the category and the range is perfectly suited to their specific target market,” commented the judges of the Awards, conducted by the Packaging Council of Australia (PCA), the national packaging association representing companies across the packaging supply chain.
Previously only available in selected independent stores, the brand development also helped the organic feminine hygiene brand secure distribution in national retailers including Woolworths and Chemist Warehouse.
Truly Deeply worked closely with founder Aimee Marks to define and bring to life the genuine ‘eco-chic’ cred, spirit and personality of TOM. “The visual cues of the packaging design combine a stylish, contemporary femininity, a healthy dose of interest and intrigue with a secondary visual language of eco-sustainability. The result is a range of fresh packaging that not only stands-out in the feminine hygiene category, but connects with TOM’s traditional audience, whilst attracting a new, broader set of customers,” says David Ansett, Chief Creator of Brands, Truly Deeply. “This award recognizes our packaging design for TOM as the best in its category in the country – high praise from the pinnacle of Australian packaging.”
A series of illustrations were crafted specifically for the packaging by Sydney-based artist Sarah Carter-Jenkins. The TOM range has been extended to six products Mini, Regular and Super tampons, day and night pads and liners, each featuring a unique colour and illustration design that together create a strong story on shelf.
The first and only range of feminine hygiene products accredited by the Australian Certified Organic organisation, all TOM products are 100% biodegradable, made entirely from organic cotton and free from chemicals, bleaches and synthetics.
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