Page 30 - Packaging News Magazine Sep-Oct 2021

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BRAND & PACK DESIGN | www.packagingnews.com.au | September-October 2021
Disruptive and distinct brand revivals
Melbourne based design consultancy, Elmwood shares its branding and pack design processes for Carman's, Dairy Australia and the Roll’d range. Managing partners Rick McEvoy and Kate Richardson talk to Colleen Bate.
FOR creative duo Rick McEvoy and Kate Richardson, effective design work, acting as an extension of the clients' teams to work collabora- tively, and creating long-lasting client relationships is a source of pride and underscores the award-
winning studio’s work ethic.
“In short, we go beyond client- agency relationships and create part- nerships," Richardson says, empha- sising the importance of having long
term clients.
“We get great results from this, and
the familiarity helps us understand the client’s current situation and where possible, enables us to plan for what may be upcoming,” she says, pointing out that, when looking to create a point of difference, their con- sultancy's approach is to create a dis- ruptive and distinct standout, to arrest the consumer in their purchas- ing habit.
CARMAN’S' AUSSIE OAT BARS
When Elmwood took on the Carman's Aussie Oat project, an important consideration was for the boundar- ies of appeal to be stretched.
“Our relationship with Carman’s spans over a decade. It’s been incred- ibly rewarding to see how they’ve grown and expanded their consumer range, by tapping into the family market through one of its newer ranges Aussie Oat bars,” says Richardson.
“At the time, when we were briefed to create the identity for this new range the Carman’s brand was more associated with gourmet products and adult consumers. This range needed to expand that by appealing to the lunchbox and family markets. So, we created quite a different prop- osition for the Aussie Oat bar range – still inherently Carman’s, still healthy and tasty but as a design, it
ABOVE: Elmwood designed a range of pantry items and condiments for Roll’d Vietnamese, exclusive to Coles supermarkets.
ABOVE RIGHT: Stretching the boundaries of appeal: the new look Carman’s Aussie Oat bars
BELOW: Dairy Australia’s recent campaigns successfully targeted the brand’s evolution and addressed the misconceptions about dairy.
stretched the brand’s identity to build on its existing distinctive assets and create appeal and rele- vancy for all the family.
“The creative idea for the design of ‘explore the wonder’ was about capturing the wonder of imagination so the consumer could wonder: what does a flavour look like? What do colours taste like?
“The designs brought to life each flavour name with bespoke illustra- tions for each letter and word, using abstract patterns within these to rep- resent the ingredients and flavours. Combinations of bright rich colour tones contrasted with the dark black backgrounds synonymous with Carman’s to create stand out.”
“With design thinking and story- telling, we creatively talked to the nutritional power of oats,” she says, explaining that the success of the initial Aussie Oat bar launch built momentum for the second back to school campaign in January.
DAIRY AUSTRALIA
Dairy Australia’s ‘Buy. Support. Enjoy Aussie Dairy’ recent cam- paigns successfully targeted the brand’s evolution and addressed the misconceptions about dairy.