Page 65 - Packaging News magazine November-December 2022

Contemporary creations
CHEEKY BRAND PERSONA FOR CELERY
Mela Creative worked on a small project with local grower HS Fresh in Tasmania to create a brand persona and label fit for fresh produce for a new breed of ‘mini’
celery.
“Our approach
began with creating a
brand persona that
reflects the fun-loving, cheeky
celery alternative and would appeal to the target market,” says Rosanna. “Celerette was the obvious choice as it suits the naturally smaller and cuter, even feminine, version of tall and awkward celery that steals your heart with its sweetness and tenderness.”
Rosanna says the branding for the product incorporated a custom illustration with a script font to create a fresh and natural-feeling logo, which expresses the product’s personality and was further accentuated by using a natural textured background with the branding.
“We worked closely with the client to develop a simple yet efficient packaging format for Celerette. The packaging was to be hand applied at the farm, so needed to be resistant to water and dirt and quick and easy to attach directly to the fresh produce,” she says.
The final packaging decided on
was a custom die-cut card made from recyclable polypropylene attached to an elastic band. A clever lock in slot allows consumers to readily access the back
of the label that contains useful
product information, without removing or
damaging the card.
“Since the card required a new die line to suit
the size of the product, including a custom shape
to highlight the branding did not
add any additional cost but does elevate the brand,” adds Rosanna.
TEA WITH A COLOURFUL TWIST
Mela Creative was tasked to bring life to the Taylor Made Tea product range of organic, herbal teas using colour improvements to a background pattern that the client wanted to use on the packaging and to create a “discovery box” to hold sample packs of tea.
Rosanna explains that Mela was appointed to put a professional finish on preliminary designs for the brand’s pouch packs and to develop packaging for a box set that were beyond the skill sets of the original freelance designer.
“Our approach began with updating the colour palette of the underlying pattern. By using complementing and contrasting colour schemes, the pouch packaging really came to life,” she said, explaining that to add a professional finish, the team at Mela Creative tweaked the existing logo, refined the packaging layout, and prepared print-ready files for the pouches in three sizes.
“Working with the client, we designed a custom box to house 10 small taster pouches. Our supplier then developed a prototype box, with the box die line created to be supplied flat for self- assembly by the client, which eliminated the need for gluing and kept the production cost down.
The elegant box was designed in black monochrome with a spot UV pattern, which Rosanna says allows the colours on the pouches to pop.
As well as colour and sustainability, the eBook also highlights the impor- tance of leading with stand-out, brand reputation, designing for your customer, expanding from single-products to a bigger range, producing top notch pack- aging formats, and ensuring that digital files are print friendly.
“We have designed identities for businesses across many different industries including hardware, food and beverage, health and beauty, hos- pitality, automotive, medical, and professional services. Some of these clients have been with us for many years and we know and love their brands as if they were our own.”
During the anniversary in March, Mela Creative presented its past and present clients with a celebratory gift, containing the ingredients of its sig- nature apple pie cocktail, recipe card and two commemorative tumblers in a branded gift box. Once made, the cock- tail was intended for clients to virtually raise a glass to the Mela team.
“We are thankful and privileged to have enjoyed this journey with so many valued clients and associates along the way,” says the couple, who look forward to further travels on their exciting path. ■
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