Page 35 - Packaging News May-June 2021

sophisticated, creating a feel that is equally at home either on the break- fast table or a barista’s bar. Subtle gold touches are also scattered throughout to nod to the premium nature of the product.
The design solution delivers a plethora of new and useable ele- ments including a colour palette, a range of ribbons and plaques, birds in various poses, key ingredients, cameos and plants, which have all been created to be used stand-alone or in conjunction with other ele- ments as needed.
Beyond the pack, Boxer & Co. cre- ated a communications strategy matrix, which covered off all future messaging at various stages of the purchase journey, and demonstrated how one coherent brand could make use of all the brand’s visual elements at different amplifications to create relevant media for every touch point, from POS to TV commercial (TVC).
Boxer & Co. creative director Mark Haygarth said that when it came to creating the brand, the team envis- aged the future use of all the assets being created.
“Not just on pack and for future roll-out, but for other parts of the marketing mix too,” says Haygarth. “When we design, we literally see the brands animating for a TVC or online media in our minds. For Bickford’s it
was no different, other than that we actually got to realise this and take the brand right through, executing the full communications suite.”
Boxer & Co. brought in the expertise of Scott Deakin to produce the TVC.
“What’s interesting about creating this TVC was we worked with the brand and packaging creatives all the way through the process, so the vision for the brand was always at the heart of the ad,” says Deakin. “The packag- ing design truly brought to life the idea of nature creating the plant-milk so an animated ad made total sense. The brief was simple, bring the brand, packaging and product to life.”
The 15-second TVC starts and ends with the packaging. The pack builds
MAIN: The
core ingredient of every milk
is front-and- centre of each Bickford’s pack.
ABOVE: The
new Bickford’s plant-based
milk packaging was designed
by Boxer & Co. The PET shrink sleeve was supplied by DFC, with printing
by New Solid.
BELOW: Boxer
& Co. developed the entire suite of communications.
in front of the viewer for “ultimate memorability”.
The packaging and artwork was designed by Boxer & Co. Bickford’s partnered with DFC Packaging to pro- duce the PET shrink sleeves, printed by New Solid, with an easy to remove tear-away zipper to separate the sleeve from the bottle prior to recycling.
The bottles begin life as a ‘pre- form’, before being sterilised, blown then filled and capped on Bickford’s new aseptic filling line, ensuring “superior product quality and shelf life”. The sealed bottles then have the shrink sleeves applied via a fully automated process, ahead of being packed, ready for transport to the supermarket shelf. ■
May-June 2021 | www.packagingnews.com.au INNOVATION & DESIGN
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