Posts Tagged ‘Packaging’

10.28.09

How Far is Too Far for Brand Stretch?

A Trusted & Loved Brand
Arguably, Aus­tralia only has a hand­ful of iconic brands; brands with a rich his­tory and tra­di­tion, brands that are recog­nised, trusted, and under­stood by cus­tomers around the coun­try. Goul­burn Val­ley could well stake claim for being one of those brands. I grew up eat­ing Goul­burn Val­ley tinned peaches and pears for dessert. Mum trusted the brand to feed us kids, and that was good enough for me. Goul­burn Val­ley earned a place in the hearts and minds of many hun­dreds of thou­sands of Australians.

As a brand, Goul­burn Val­ley has always had a clearly propo­si­tion: fresh fruit — pears, peaches and apri­cots, grown by Aus­tralian Farm­ers, picked from the orchards around Goul­burn, and canned in their own juices — sweet, syrupy goodness.

Waiter, There’s Some Milk in My Fruit
So Imag­ine my con­fu­sion the other day when I came across an add for Goul­burn Val­ley flavoured milk. Flavoured milk? From Goul­burn Val­ley? ‘Isn’t Goul­burn Val­ley a fruit com­pany?’ I heard my sub­con­scious ask itself. ‘Isn’t Goul­burn Val­ley all about sweet, syrupy peaches, pears and apri­cots? What’s all this about milk and banana and choco­late and iced coffee??!!’

Goulburn Valley Dair Co. packs Read the rest of this entry »

10.26.09

Geltai Sky packaging featured on Dieline

Num­ber One Pack­ag­ing Site in the World
The pack­ag­ing design we cre­ated for Australia’s best Gelati; Gelati Sky has been fea­tured on Dieline, the World’s No. 1 Pack­ag­ing Web Site.

This project was to re-design a range of pack­ages for Gelati Sky, a bou­tique, pre­mium gelati range. The story of Gelati Sky had such strong per­son­al­ity. It was based around Gelati Sky founder Paul Scal­isi mem­o­ries of grow­ing up in Rome, eat­ing gelati — ‘a world where every moment seemed frozen in an amaz­ing sen­sory assault and every cloud in the sky made you feel it was about to rain gelato’. We were look­ing for some­thing that was strik­ingly unique, rep­re­sented his story and would cre­ate con­ver­sa­tion. The com­mu­ni­ca­tion plat­form of ‘it’s what dreams taste like’ was derived out of the brand strat­egy def­i­n­i­tion for Gelati Sky con­ducted by Brand DNA. The goal was to express these feel­ings through the pack­age and the tastes through the fla­vors. The con­cept that we came up with was born out of these ideas. We com­bined the imagery of Italy with objects that looked like the fla­vor to cre­ate a unique, organic and scrump­tious shape for each fla­vor. The pack­ag­ing looks like it is part of mem­o­ries and dreams from Italy.

Gelati Sky Packaing

If you’ve got a prod­uct you’d like to wrap in world class pack­ag­ing, why not drop us a line — we’d love to be work­ing with you.

Dave Ansett, Bran­da­men­tal­ist.
If you’d like daily updates of our brand think­ing, you can fol­low me on Twit­ter here.

10.06.09

Best New Packaging from around the World

The Pentawards
The Pentawards have just announced their 2009 win­ners. Ten pack­ag­ing designs were awarded ‘Best of Show’, these ten designs rep­re­sent a wide range of cat­e­gories, brands and prod­ucts. We think they’re rip­pers — so we’ve repro­duced them below.

Pentawards are the only world­wide com­pe­ti­tion exclu­sively devoted to rec­og­niz­ing out­stand­ing pack­ag­ing design in all its forms, open to entrants from all coun­tries. The 2009 Pentawards were judged by an inter­na­tional jury includ­ing: Gérard Caron (Chair­man), France; Michael Aidan, France; Oleg Beriev, Rus­sia; Stan­ley Church, USA; Mark Cowan, Aus­tralia; Bruce Duck­worth, UK; Brian Houck, USA; Noji Nob­uto, Japan; Adrian Pierini, Argentina; Olof ten Hoorn, Ned­er­land; Jen­nifer Tsai, Tai­wan; Lars Wal­lentin, Switzer­land; and Adrian White­fo­ord, UK.

Enjoy the brand design inspiration,

David Ansett, Bran­da­men­tal­ist.
If you’d like daily updates of our brand think­ing, you can fol­low me on Twit­ter here. Read the rest of this entry »

07.23.09

Coca-Cola Training Cone

Coke Training

When Coca-Cola was a spon­sor of the World Cup, it pro­duced a pack­age that unfolded into a soc­cer train­ing cone. The pack­age responds to one of its brand and social respon­si­bil­i­ties which is to encour­age par­tic­i­pa­tion in sports.

Tim

07.23.09

Stick to your Knitting — brand strategy with social conscience

Innocent knitted hats in store

Inno­cent drinks in the UK (the orig­i­nal juice with atti­tude) have out­done them­selves this win­ter.
Part­ner­ing with Sainsbury’s super­mar­ket chain in the UK, Inno­cent are donat­ing 50p from every smoothie sold to char­ity Age Con­cern to help keep older peo­ple warm for the winter.

To kick of this bold, brand ges­ture, Inno­cent has a hand­ful of celebri­ties design the first run of hats. From there hats are sent-in by Inno­cent smoothie nuts. Last year 230,000 hats were sent in, this year they’re aim­ing for 400,000 lit­tle hats. There’s a Big Knit Hatome­ter on the Inno­cent site that keeps count of the num­ber of hats received. You can even get a hatome­ter for your own home page.

Read the rest of this entry »

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