Page 72 - Packaging News Magazine Sep-Oct 2019

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BRAND & PACK DESIGN
Premium pack simplicity
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September-October 2019
Clarity, simplicity and an effective design are key to communicating what is inside a pack to the outside world. PKN looks at case studies showcasing packs from around the country achieving this.
“The stories illustrated upon the cans themselves tell of flows of time, brought together by the element of the river. The river itself represents this overarching concept, changing as it flows graphically across the three can designs.”
Inspired by the yukiyo-e period in Japanese art, the heavily detailed Koyo- mi cans are a nod to the craft of this art period, but with modern twists. “Ev- erything is considered with a Japanese sensibility,” says Clark. The designs are complemented with the use of Jap- anese text across all communications to build the brand's authenticity.
The Koyomi cans are printed with both opaque and transparent inks to “achieve different levels of reflectiv- ity within the colour palette,” and allows for a subtle depth in the art- work, as well as colour intensity.
“As another discovery element, one of the printed colours has been treat- ed with a textured ink,” says Clark.
“A rejection ink created a rough- ened feel in the hand. It is not notice- able to look at, but when you hold the can in your hand, you are drawn in again, wishing to discover what the texture is. Again, this layer of dis- covery builds on one of our brand values of unexpectedness.”
The Koyomi highball range is available in four-packs, wrapped in white, and printed on a Washi paper background with simple two-colour printing.
1MINT FRESH LOOK
FOR WOOLIES KITCHENWARE Woolworths has teamed up with Sydney-based design agency Boxer & Co to create the branding for its new kitchen accessory range, M.I.N.T. The bold and vibrant pack- aging design aims to bring “the joy of food” to life and inspire the foodie in everyone.
Boxer & Co was approached to de- velop a motivating proposition which could span a large cross-category product range including kitchen tools, cookware, bakeware and ovenware. The photographic food imagery is ac- companied with a paintbrush stroke to evoke a sense of cooking as art.
“The paintbrush stroke speaks to that creative outlet of painting your own culinary masterpiece using food as your medium. As if you’ve taken a tomato and started painting up your meal. We wanted to evoke a passion for cooking within the con- sumer,” says Tim Meridith, senior designer at Boxer & Co.
“Food can be seen as its own form of expression and creative outlet and through Mint, all cooks alike can feel inspired to get back to being cre- ative with cooking.”
“To complement the visuals, con- versational and friendly tone of voice was used to put consumers at ease and speak directly to them, not at them.”
Meridith says along with the im- agery, the use of the fresh, mint green background makes for com- plete shelf dominance, as the “abun- dance of vibrant and fresh cues that capture the consumers attention”.
“Mint needed to be an accessible brand and range whilst also evoking inspiration in the consumer. We achieved this with all the elements coming together from painting with food to friendly and inviting tone of voice to the acronym of M.I.N.T. –
2make inspiring new taste.”
NOD TO PAST WITH MODERN TWIST
Sydney studio Boldinc has worked alongside the Beam Suntory innova- tion department to bring its new sho- chu highball range, Koyomi, to life. While Koyomi directly translates to ‘calendar’, the namesake relates to the flowing of time, the changing of seasons, moods and culture, evoked on pack with its design.
Shochu is a popular white spirit within the Japanese market, lower in alcohol than typical white spirits like vodka and gin, and gaining traction in places like New York and London as shochu bars begin to appear.
Boldinc group creative director Jon Clark says the Koyomi variants are inspired by seasonal changes and the ingredients chosen, as they relate to a different moment in time.