Page 74 - Packaging News Magazine Sep-Oct 2019

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Saltmine chief curation officer Sara Salter says the key to nailing the brief was to bring to life Karicare Toddler’s point of difference in the market in a way that’s simple and re- assuring for the brand’s ‘mainstream mums’ target market.
“The subtle colour palette helps tell the compelling provenance story behind the brand and the simple fonts and clear variant differentia- tion allow for easy navigation of the range on-shelf,” Salter says.
The Karicare Toddler range also in- cludes goats’ milk variants with their own bespoke illustration. The back- ground of all the tins has a visual tex- ture, which helps convey natural sim- plicity and realness while the horizontal colour banding provides easy navigation of stage, throughout the range.
“The new visual identity Saltmine has created is distinctive, compel- ling and really brings to life the sim- plicity and realness of our Karicare Toddler range,” said Nutricia mar- keting manager Peter Napper.
“Saltmine has been a great creative partner throughout the whole process. 5We’re confident the new visual identity
will resonate with our consumers.”
RED ROCK DELI GOES DELUXE IN PRODUCT AND ON PACK
PepsiCo has released Red Rock Deli Deluxe Crisps, a new range of premi- um crisps as created by Sydney- based studio AKA Brand Design, led by creative director Austin Marsden.
The AKA team was asked to ele- vate the signature Red Rock Deli packaging design for the new deluxe crisp offering and reinforce the pre- mium positioning of the range. Work-
ing closely with the brand’s market- ing team, AKA transitioned the packaging design into a new block bottom format, as well as using a range of print finishes on pack.
“We used the block bottom format to communicate the premium posi- tioning of this range, as well as pro- viding differentiation from the core offering,” Marsden says.
“The pack uses a matt substrate, combined with touches of metallic, which are used to highlight the variant colour, deluxe crisps name and infused oil features on pack. These elements reinforce the premi- um nature of the product and retain consistency across the Red Rock Deli portfolio,” Marsden adds.
“We understand food curious con- sumers are passionately searching for something special that takes their premium snacking experience to the next level and no one does this better than Red Rock Deli.”
Knowing the product is lightly spritzed with aromatic oils, Marsden and the AKA team communicated
this through a premium infused oil device shown on the front of the pack, as well as using the side panels of the pack to tell the infused oil story.
The Red Rock Deli Deluxe range has three flavour combinations – Par- mesan & Black Truffle Oil; Vintage Cheddar, Caramelised Onion & Rose- mary Oil; and Chilli, Roast Garlic &
6Lemon Oil – and is available in stores nationwide.
HULSBOSCH CREATES SWEET NEW SUITE OF PACKS FOR COLES
Design and branding agency Huls- bosch has worked with Coles to rede- sign its Own Brand confectionery range in an aim to elevate the brand block on shelf, with an eye-catching design visual for variants in the range.
Hulsbosch and Coles conducted an extensive category review, and found customers were making healthier shopping choices and looking for less sugar and artificial content in confec- tionery products.
The new lollies and liquorice pack- aging has a simplified appearance, creating impactful shelf blocking, as well as featuring a clearer messaging hierarchy to indicate the range has no artificial colours or flavours.
PKN spoke to Hulsbosch director Jaid Hulsbosch about the design strategy.
“Our unique, fun and clean de- signs define each product’s own per- sonality and message for customers,” he says.
“From Liquorice Allsorts to Snakes, Milk Bottles, Jelly Beans and every- thing in between, we have applied our strategic and design skills for each individual confectionery SKU for impactful shopping results instore or online.”
The Own Brand confectionery range has a number of faces on pack to evoke a certain personality and flavour cue for each product, and bold colours to enhance easy prod- uct recognition.
“Hulsbosch’s brief was to reflect the fact our Own Brand confection- ery offers a bright, fun and colourful treat that brings everyone together,” says Coles Own Brand head of mar- keting Belinda Anderson.
“The range has a classic appeal that transcends age and fashion.”
The first packs started rolling out in March, and as of September, the full range is available in Coles stores.
Coles Own Brand is a new client for the agency, and Hulsbosch said the team has other new pack designs in the pipeline for the brand. ■