Page 14 - Packaging News July - August 2019

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DESIGN www.packagingnews.com.au July-August 2019
The golden touch
Premium cues with hints of gold are leading the packaging design trends across a range of food and beverage products. PKN speaks to four design agencies on how product packaging went from screen to shelf.
refresh, creating a new premium look with an underlying stone theme and pops of colour, which was delivered across more than 150 SKUs.
Design, photography and finished art for all the products was completed within 12 months, and aimed to win loyalty in customers with its bold design and simpli- fied text to demonstrate consistency across Aldi’s Specially Selected brand.
“The Equator team is delighted to receive recognition on a global scale, especially when judged among many worthy peers,” says Equator senior account director Andreea Grosanu.
“We are extremely proud of our strong relationship with Aldi and we are thrilled to have contributed to the success and growth of Aldi’s premium and biggest brand, Specially Selected.”
“We’d especially like to thank Simon Padovani and all the buying directors and assistants who trusted us and worked so close with us for the past year to deliver these great designs. This success could not have been achieved without the great Aldi Australian team that allowed us to implement our vision, so definitely this award is for you as well.”
1AKA INFUSES PREMIUM FEEL TO NEW SUNRICE RANGE
AKA Brand Design has partnered with SunRice for the branding and packaging design of its latest Infusions range, using variant bright colours and a natural back- ground to ensure strong shelf standout.
The Sydney-based agency was tasked with communicating to consumers the quick and easy way to add grains and flavour to their diet with the new premium microwave rice product.
AKA Brand Design creative director Austin Marsden says the branding and messaging tie back to the larger SunRice range, and ensured the delivery of a cohesive product variety.
“Using the split colour on pack and overhead photography allows the product to stand out as a new offer from SunRice and clearly differentiates it from the existing core offering,” says Marsden.
“Also, using the fork as a device to split the bowl helps communicate the product usage as a stand alone snack or as a healthy meal with a protein.”
Consumers are guided by the hero imagery on pack with serving and protein suggestions, which is accompanied by scattered fresh ingredients to reinforce the natural cues of the product.
The use of soft, doypack [stand-up pouch] format allowed for a good visual area to design, says Marsden, and was combined with a quality print process.
“The consistent buff paper colour and texture was used to clearly link it to the existing health and well being range,” he says.
“Contrasting bright colours were used to ensure shelf standout, create clear differ- entiation within the range, and give clear flavour cues for consumers.”
The SunRice Infusions range is being 2distributed in supermarkets and retailers
around the country.
ALDI PRIVATE BRAND SPECIALLY SELECTED GOES GOLD
Sydney studio Equator has won gold for packaging design excellence at The Vertex Awards 2019 for Aldi’s Specially Selected brand.
The Vertex Awards 2019 International Private Brand Design Competition is the only international competition devoted exclusively to the art of private brand packaging design.
The Equator team worked in collabora- tion with Aldi for the refresh of the Specially Selected brand and packaging
The new design framework for Aldi’s Specially Selected brand is on shelves nationally and is expected to run for three years.
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CO-PARTNERSHIP’S SHAKA FOR MAC
Sydney design agency Co-Partnership has won gold at the 2019 Fab Awards in Lon- don for its packaging design of macadamia nut and wattleseed liqueur Mac, taking the
essence of Byron Bay overseas.
The design for the Brook family’s
liqueur Mac was inspired by 60s and 70s surf culture, nodding to the poster for surf film The Endless Summer, and