Project Overview
Gipplsand Dairy is one of the most humble, yet successful players in the Australian dairy market. With a growing number of loyal followers, it was fast becoming synonymous as a delicious dairy breakfast staple. While this was a proud achievement in itself, it was clear they were only showcasing a fraction of their products flavour and usage occasions.
Project Commissioner
Project Creator
Team
The Project Team that worked on this project consisted of the following group of people:
PRODUCT DESIGN
Director - Marietjie Muijs (TPF Think)
Account Director - Sam Newton (TPF THINK)
Creative Direction - Marietjie Muijs & Sam Newton (TPF THINK)
Industrial Design - John Martin (TPF THINK)
Research - Karin Synnestrom (TPF THINK)
PACKAGING & RECIPE BOOKLET DESIGN
Head of Creative Services - Nhan Dong (TPF THINK)
Art Director - Hoang Huynh (TPF THINK)
Food Styling - Sam Newton (TPF THINK)
Recipe Development - Sam Newton (TPF THINK)
Photography - Sam Newton (TPF THINK)
PRODUCT MANUFACTURING
COO - Lincoln Harbottle (TPF THINK)
Product Engineer - Davy Tak (TPF THINK)
CLIENT
General Manager Marketing - Damian Young
Assistant Brand Managers - Anne Nichols & Maria Voronia
Communications Manager - Jelena Radisic
Consumer Loyalty Team Co-ordinator - Amy McNeil
Project Brief
With a limited amount of marketing support, Gippsland Dairy were facing problems with product recognition.
The product itself is delectable - once a consumer trials the product, they are hooked. The challenge was getting the product into the consumers hands.
So, Gippsland Dairy approached TPF THINK for our help.
We were asked to develop a disruptive GWP for Q3 15/16 that would encourage product trialling, increase weight of purchase and associate the brand with new usage occasions outside breakfast.
Project Innovation/Need
As a result, TPF THINK developed the Pop Maker to add value to purchase, drive sales in key accounts and extend the product usage occasions.
However, TPF THINK saw a bigger opportunity than just the Pop Maker on it's own. With the consumer in-mind and the growth of creative home cooking, we developed the Pop Maker Set consisting of an easy to follow Recipe Booklet & Display Board.
The recipe booklet was written and designed to tap into the everyday foodie in us all. Full of simple, yet enticing pop recipes, we wanted to encourage the consumer to experiment in the kitchen by creating their own pop recipes and then to share them socially. So, we provided them with all the tools to do so - the Display Board.
Design Challenge
Our biggest challenge was designing a concept that appealed to adults rather than kids, like your generic Pop Makers. The design needed to be sophisticated and stylish yet also affordable to develop.
Through thorough research around the consumer and their aesthetic appeals, we landed with a sleek and on-brand design which heavily appealed to the Gippsland Dairy consumer.
Once we starting the testing phase, we also came across a few challenges with leakages. As the unit was design with a top filling mechanism, it was hard to prevent the sides from leaking. With some fine tuning and engineering we were able to overcome this issue with a 'click-in' functionality between the two plates.
Sustainability
As an Australian owned business, sustainability is always top of mind. As new projects arise, our research and development team look at ways to reduce the carbon footprint and impact of the job in anyway that is possible.
Product Design
With the design of the Pop Maker, we engineered the unit and Pop Sticks to be dishwasher safe and reusable in order to prevent the need for repeat purchase.
Packaging Design
The packaging was manufactured out of recycled cardboard. It was also design to use minimal materials. We removed the need for any internal compartments and designed the inner box to snuggly fit the Pop Maker Set.
Local Business Support
As there were multiple units produced from different manufacturers, we needed to pack all the components of the Pop Maker Set into the packaging. The cost effective solution would have been to run this process in China, however to support the Australian economy we packed the Pop Maker Set at a local packing house in Dandenong.
We also utilised a local printer for developing the recipe booklet.
Product Design - Home & Garden
This award celebrates creative and innovative design for either a component or overall product. Consideration given to aspects that relate to human usage, aesthetics, selection of components and materials, and the resolution of assembly, manufacturing and the overall function.
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