Page 31 - Packaging News Magazine Sep-Oct 2021

September-October 2021 | www.packagingnews.com.au | BRAND & PACK DESIGN
31
“We started working with Dairy Australia in 2018 to define a strategy to engage consumers and unite the industry. Kicking things off with in- depth one-on-one interviews we set out to gauge people’s propensity to act on food issues, with a dairy lens applied. We then built upon these foundations with an extensive quan- titative research study that focused on attitudes and behaviours of every- day Australians,” explains McEvoy. The process, which took six months, led Elmwood to create platforms to
“The creative idea for the design of [Carman’s] ‘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? ”
engage diverse audience groups and deliver an entire Dairy Australia rebrand to celebrate the role and value of Aussie Dairy Farmers.
The most recent ‘Dairy Matters’ cam- paign that ran heavily across the Olympics showed the ripple effect that buying our dairy ‘made here’ has on local communities, economies and livelihoods.
ROLL’D – COLES PARTNERSHIP
Elmwood also developed the pack- aging identity for the popular
quick-service restaurant success story, Roll’d Vietnamese, designing a range of authentic Vietnamese pantry items and condiments, which are available exclusively in Coles supermarkets.
“It was really exciting creating a retail identity for Roll’d that reflected the brands unique mash up of authentic Vietnamese culture with a contemporary Australian person- ality to help them stand out in the busy retail environment,” says Richardson.
“The design idea ‘our roots remixed’ is a celebration of the rich Vietnamese culture and multi-gen- erational heritage, contemporised to inspire Aussie families to try Roll’d at home,” she says, explaining that Elmwood worked with Vietnamese- Australian illustrator, Matt Huynh, to bring to life each playful character depiction inspired by different Roll’d family members.
"The simple line work illustra- tions of the almost 'cartoon-like' characters were designed to bring a lightness to each scene, representing the brands playful and witty person- ality,” says Richardson.
“Contrasted with the vibrant colours used for the overlay of prod- uct names to create the mash up of traditional and contemporary ele- ments in the design,” she says. “We’ve loved seeing the range hit the Coles shelf a couple of months ago and the great response it has received from customers.” ■
Forming Shoul
Back Seale
Filling
Rotary Turret
Heat Seal U
Cross seal
jaws and knife
Upper jaw sealing of zipper
Zipper sealed to both sides of pack
Film Web
Zipper Reel
der
r
contact us to make
nit
For call
or Email: sa
your package resealable
Zip-Pak is doing this w
ww
Want to add zip to the package on your FFS or Flow Wrapper?
m A
N ithl
cost-effectiveretrofits.w
End Crushing Unit
Film Direction