Image Credit : Photography - Heather Dinas, Food Styling - Sue Tilley
Project Overview
Black Swan originated in 1985 from the love of food and the use of family recipes to produce dips. The company has come a long way since those humble beginnings, and just last year, commissioned Davidson Branding to undertake their masterbrand refresh and pack designs for several new dip ranges. The featured range of dips are premium, gourmet and artisanal. We needed to produce the name for this range and design the packaging, which was to be rolled out over 20 different SKU's. The challenge was in how to make them look as amazing as they taste and how to make them stand out on shelf with impact!
Project Commissioner
Project Creator
Team
Grant Davidson, Jill Manester – Strategy
Alan Morrison – Design Director
Fiona Gray – Client Services
Drew Whitworth – Designer
Matthew Forbes – Finished Artist
Project Brief
The project brief was to produce a name and design the packaging for Black Swan's new range of dips. The new range's positioning in the category is premium, gourmet and artisanal, therefore both the name and the pack designs needed to reflect the quality of the product, as well as achieve shelf standout and ease of navigation.
Project Innovation/Need
After a rigorous naming process, the name 'Crafted' was applied to this range - this conveyed the boutique nature of these dips. Once the name was established, the pack designs followed. The main objective was to claim greater ownership of the brand’s shelf space and make the range easier to shop, as the category was undifferentiated and difficult to navigate.
By owning the colour black and reinvigorating the masterbrand, Black Swan now successfully colour-block the shelf, resulting in a high level of brand awareness and shopability.
The ingredient photography is a predominant feature on the pack designs. We created imagery that not only describes the contents of the dip, 'heroing' the fresh produce, it also creates a mouth watering appetite appeal unlike any other in the category!
Design Challenge
The category was undifferentiated and difficult to navigate. The design challenge here was to create shelf standout and a recognisable pack design that would truly reflect the quality of the product.
Black Swan had a wonderful product, but also a passion to create community by uniting friends and family over a dip. The challenge was to both convey the deliciousness of the product as well as the sense of occasion.
Effectiveness
The Crafted range of dips claims ownership of the premium colour black, in the process achieving a level of shelf-blocking that was previously unachieved. Our ingredients photography has set a new benchmark for appetite appeal and the Black Swan masterbrand has been given a much greater sense of purpose than ever before.
Black Swan Crafted was successfully launched in Australia, meeting its marketshare objectives and providing consumers with refreshing new dip varieties. Consumers embraced the new range with over 2.78 million units selling in the first 6 months after its launch.
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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