Page 20 - Packaging News magazine Sep-Oct 2022

Sydney-based packaging design agency Depot, has been widely recognised for its By Beth Collagen Supplement packaging, demonstrating the merits of blending sustainability with luxury. Colleen Bate reports.
BRAND & PACK DESIGN
Sustainability
supports luxury design
SYDNEY-BASED PACKAGING DESIGN agency Depot has won two gold awards this year, and is shortlisted for another, for its By Beth collagen sup- plement packaging.
Gold winner of the A’Design Award 2022 (Packaging category), the Indigo Design Award, and shortlisted for the Pentawards, the By Beth Collagen Supplement packaging blends luxury with sustainability, which Depot direc- tor Angela Spindler says was exactly the aim of the commission.
“The luxury category, particularly the beauty sector, has been subject to much criticism for its excessive use of packaging, plastic and general extra- neous packaging waste. It is a category
where customers expect luxury and sustainability to dovetail – a harmoni- ous coexistence where sustainability supports the luxury positioning,” says Spindler.
The directive for the brief to Depot was to create a visual identity system and packaging design, including a bespoke vessel for this luxury atelier – redefining the edible beauty space. The brand strat- egy and philosophy had to be applied to all assets, from packaging and col- lateral designs to brand guidelines and internal brand decks allowing everyone concerned with the brand to understand and champion the spirit of it.
“We designed a core logo and mono- gram for the brand to work across a vast
Left: Simplicity is reflected in the combination of two natural materials; glass and wood. Sustainability is achieved through both material usage and reuse of the vessel – employing a refill system.
Below left: The key monogram features across all elements either laser etched/ embossed/ debased or with a spot UV varnish.
Below right: Where possible all materials were selected based on their environmental credentials, ranging from the use of post-consumer waste, FSC papers and soy-based inks.
array of touch points, from product packaging through to digital applica- tions. For this luxury brand, simplicity, sustainability and social responsibility sit as key strategic pillars and therefore drove all packaging decisions.
“With this in mind, we worked in collaboration with industrial design house Vert Design, to create a bespoke form that fulfilled the design brief of luxurious and sustainable,” she explains, highlighting that simplic- ity is reflected in the combination of two natural materials, glass and wood, while sustainability is achieved through both material usage and reuse of the vessel – employing a refill system.
“Refills are available in pouch form. Luxury is secured through an elegant, blended conical form with flowing surfaces influencing perception and desirability. With all of our projects we see the packaging as the object driving our visceral feelings,” she says, pointing out that the bespoke vessel (packaged in a rigid, lidded box and shipped in a coreflute shipper) are the very things that turn this collagen product into a brand of “value and cachet”.
Spindler explains that the material selection for all packaging was used to influence the consumer’s perception from the initial impression to a later considered appraisal.
“Where possible all materials were selected based on their environmen- tal credentials, ranging from the use of post-consumer waste and FSC papers to
20 ❙ SEPTEMBER – OCTOBER 2022
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