Project Overview
Brightwood is an Australian lifestyle and wellbeing brand with an extensive range of products inspired by the beauty of nature. Brightwood required a new brand and packaging solution for a new range of products “The Spa Range”. Our experience in packaging design for retail products and our ability to design and produce innovative solutions made us the perfect partner.
Project Commissioner
Project Creator
Team
Anne Mason - Structural Design, Art Direction & Production Management. Haydn Deane - Illustration & Design.
Project Brief
Brightwood required a new brand and range of packaging solutions for a new range of products “The Spa Range”. The new brand needed to sit seamlessly with existing Brightwood brand and products. The packaging solution needed the ability to be flat packed and hold a range of products of various sizes and forms, along with the ability to be displayed in various formats such as hang sell and shelf display. Most importantly the range needed to express the overall vision of the brand 'Feel Natures Beauty'.
Project Need
Developing the unique packaging solution was a trial of testing form and function. A creative process that the studio thrives on, design challenges that require creative innovation to find unique, commercially viable solutions.
The studio designed, tested and developed two main packaging solutions that provided the required housing and protection for the product range. The final design solution provided the ability to see and feel the product without compromising on product security and general protection. The packaging solution flat packs for easy shipping and construction. With simple construction, smart use of materials, strong & simplistic branding utilising 3 colours and recycled materials the packaging solution is also a cost effective.
Design Challenge
Developing a effective solution for the competitive retail market means knowing your audience, understanding the retail environment and challenges that are presented in standing out from the competition.
The success of the Brightwood spa range packaging solution can be contributed to the innovative use of materials, printing techniques and importantly unique design, the product stands out, is easily recognised and sells.
The solution also solves a number of presented problems from the client, the final solution is cost effective to produce, easy and cost effective to transport and easy to assemble thanks to the unique form, structure and function of the packaging.
Sustainability
Both client and studio look to reduce waste and utilise ethical means of production on all projects. Economical use of materials played a major role in the sustainability of this packaging project, material waste was reduced by utilising as much of the sheet as possible. Water-based screen printing was utilised for both economical and sustainable qualities as it offers exceptional quality, durability and it's solvent free.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to:
- clarity of communication and the matching information style to audience;
- the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements;
- the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and
- the relationship to the anatomy of the structural design.
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