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With consumers returning to butter and sales of margarine on the slide, Flora ProActiv needed refreshed packaging that clearly communicated its healthy combination of science and nature.
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Fortnum & Mason’s iconic handmade chocolate range was not reflective of the beautiful chocolates found within, making it at risk of being forgotten in an ever-changing and highly competitive luxury chocolate market. With flat sales, the design challenge was to transform the range to resonate with consumers again and to make Fortnum’s a chocolate destination once more.
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Johnnie Walker identified an opportunity to achieve scale in gifting with a global initiative for a value added pack. By carefully selecting artists to collaborate with, a powerful design bringing to life the brand’s ‘Striding Man’ was created. Crucially, the gift packaging has been successfully embraced by culturally diverse markets for key gifting periods around the world such as Christmas and Chinese New Year.
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Diageo had created super-premium gin with the launch of No. TEN in 2000, but years later the category dynamics had changed unrecognisably, leaving No. TEN behind. With the emergence of a large number of small batch artisan distillers the brand was losing share. The brief was to redefine the positioning and redesign the primary packaging to bring the brand back to growth in the highly crowded market.
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By introducing Dulux Once, an ‘Added Value’ range, Dulux attempted to lift the paint category from stuttering annual growth and to stand out from the own-label brands.
The design task was to justify a premium price during a recession and housing slowdown; not an easy task, with many customers settling for cheaper own- label products or simply not purchasing.
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Bolsius, a 140-year-old Dutch candle company, were looking to reposition their branding following an unprecedented plateau in market share owing to bigger global brands targeting the Netherlands.
The family-owned business began its transformation with a complete redesign of its cornerstone ‘Aromatics’ range. Spotting a gap in the market, it shifted the range from functional, odour-masking aromas to a more emotive ‘mood’ positioning, tapping into more contemporary lifestyle trends.
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Beerlao has dominated the Laos beer market since 1973. But when it launched Beerlao Gold to compete against premium brands Heineken and Tiger, it found customers were unwilling to pay a higher price than their already beloved Beerlao.
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As a brand that relishes its position outside of the norm, Dress2Kill’s approach to tailoring has always set it apart. But with recession hitting, the brand wasn’t expressing the superiority of the product to customers.
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The green and gold of Lyle’s Golden Syrup are the hallmarks of Britain’s oldest brand. The tin has remained practically unchanged for over 125 years. When Tate & Lyle Sugars decided on a limited edition pack to celebrate the Queen’s Diamond Jubilee, they needed a design that would stay true to their heritage while making consumers smile.
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Plymouth Gin is a premium quality gin, made in Plymouth since 1793. The brand was the favourite of Winston Churchill and rumoured as the inspiration for the martini - but it now faces stiff competition. Pernod Ricard felt that the rich story of Plymouth Gin was not being communicated effectively by the art deco styling.
The company enlisted Design Bridge to create a new pack that would reassert the brand’s heritage. The design solution addressed both 2D and 3D, using historical touches found at the distillery archives, copper detailing and distinctive crafted typography.