Page 34 - Packaging News May-June 2021

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INNOVATION & DESIGN www.packagingnews.com.au | May-June 2021
Heritage is modern pack hero
Bickford’s, the iconic Australian owned beverage business, usually known for its cordials approached the team at Boxer & Co. to design the branding strategy for its innovative new range of plant-based milks. The time had come to evolve Bickford’s to a new era, relevant for the next generation and a changing world. PKN reports.
BOXER & Co. worked on the proj- ect from its initiation through to brand and packaging design, point of sale (POS), digital media and television commer- cial. The challenge was to both leverage the businesses heri-
tage, while taking it in a new, mod- ern, on-trend direction.
“It was important in this project to have a design that recognised that a heritage brand could exist comfort- ably in a dynamic, modern category – the team at Boxer did an amazing job of working with us to get that
completely right,” says Bickford’s marketing manager – non-liquor
Beverley Reeves.
The team at Boxer & Co.
undertook its proprietary strategic creative process, working in synergy with the team at Bickford’s to realise a stand-out solution for both the brand and packaging.
Boxer & Co. senior designer Timothy Meredith knew the project required foresight well beyond the pack.
“Since we knew we would be pushing the brand out into various ATL and BTL touchpoints, we knew from the outset that we needed to cre- ate as many distinct and ownable assets as possible so that we had a large suite to pull-from, both on and off-pack,” says Meredith.
“We also needed to take Bickford’s into the modern and on-trend area of plant milks but without losing its significant heritage. These were the two key challenges that made this project unique.”
The design solution involved adorning the packs with pastel hues, creating a milky backdrop for a flourish of lifestyle elements, usage-suggestions and nature, all neatly housed together in a “whim- sical crest”.
The pack heroes the core ingredi- ent, making shopper navigation in the supermarket fast and easy, and demonstrating Bickford’s commit- ment to sourcing the finest plants and grains for their product. Overall, the look aims to reflects Bickford’s existing heritage style but in a more modern execution. The typography is simple and