New Zealand - Lovely Package

Perintö

October 13, 2015 by Lovely Package

“DeVANS Modern Breweries approached Butcher & Butcher with a new product development that challenges traditional concepts in beer. They created a fruit flavoured beer that would challenge existing category norms in the market. We worked closely with Devans to create a contemporary beer brand that would inspire a new generation of beer lovers in India.

We focused on a key aspect of the product to inform our design decisions and align our design thinking, and from this created two guiding principles:1. Challenge Tradition 3. It should still look like a beer.

The design direction came from the name itself, with Perintö being Finnish for heritage. From here we subtly combined other European and Indian iconography to create a postmodern collection of elements; challenging tradition and expected juxtapositions of cultural iconography. The Perintö personality is one unafraid of challenging the past — high spirited, adventurous, curious and proudly spontaneous. The result was a dynamic, colourful collection of beer flavours with a delightfully adventurous feel.”

Moreish

October 11, 2015 by Lovely Package

“The luxury segment is experiencing the strongest growth in skincare. Moreish was an existing, but underperforming range in pharmacy. The existing brand was centred purely around argan oil and its Moroccan provenance, but the visual architecture was very pharmaceutical in aesthetic and not embraced by consumers. While the already effective formulas have only been slightly altered, the brand positioning, language and design were completely up for grabs.

The new differentiated Moreish proposition is now more relevant to our target audience, we brought this new positioning alive through a more sophisticated pack language. The new positioning needed to work harder than focusing solely on a key ingredient, as these are subject to fads and potentially negative media. The skin is the body’s largest organ, and whatever goes on the skin is ‘consumed’ by the body, so therefore anything applied to the skin should truly nourish like nutrient-rich food does. Leveraging this simple insight, we repositioned the brand as ‘Superfood for Skin’.”

Above & Below

October 13, 2015October 9, 2015 by Lovely Package

“Above & Below by Gbenda-Charles is a single-source, organic skincare solution for men.

The task set to Butcher & Butcher was in positioning Above & Below as a unique challenger brand within the existing—and rapidly growing—men’s skincare category.

The key to achieving this was in calling back to the Gbenda-Charles master brand in endorsing and informing product development. The core vision of Gbenda-Charles is one of quality and extraordinary simplicity, and this is echoed by the Above & Below product itself: one ingredient, from one sustainable source, creating a single solution for men’s skin care and grooming.”

B&F Papers

October 6, 2015 by Lovely Package

“Working with Supply, specialist New Zealand paper merchant B&F Papers recently decided to release a carefully considered packaging stock collection. Given that the packaging sector has some large suppliers already established, they realised they had to create a promotional piece that was unique; a crafted design item that appealed to both designers and printers alike.

Supply collaborated with cardboard engineer Think Packaging to develop a packaging piece that embraces the enjoyment and discovery of opening a well crafted form of packaging. The recipient is encouraged to explore the piece; turn it over their hands; be surprised by opening the packaging in a number of ways and enjoy the different contrasts found in the combined stocks, varnishes, foils, untreated stocks, unexpected folds, playful colour and typography.”

Ozone Coffee Cold Brew

August 27, 2015 by Lovely Package

“The Ozone Coffee Cold Brew were designed to serve both New Zealand and United Kingdom specialty coffee markets. The cap labels provide a proof of seal and indicate the origin of the single brewed coffee. The brown bottle is a nod to the days of old – vessels for rejuvenating elixirs and home-brewed beer. Presented on a hexagonal label, the gold foiling of the product label captures the eye and reinforces the attention to detail and craft that goes into making each brew by hand.”

Only Good

August 17, 2015 by Lovely Package

“Our brief from long-term personal care client API was to deliver an eco-friendly, ‘department-store-type’ brand into supermarkets at an affordable price. Making an uncompromising, design-led range accessible, at an affordable price point.

As natural and gentle as it gets the product needs to sell based on more than simply its ethical credentials – it’s got to feel desirable and an everyday indulgence.

As always in the FMCG space, quick, clear communication is key – so the name Only Good was key to representing the ‘all or nothing’, no compromises range. ‘Decor appeal’ is important – sleek amber bottle, simple design, and strong use of typography make this a pack that can be proudly displayed in the bathroom. A more natural high-end aesthetic.”

Ariki Spirit

August 12, 2015 by Lovely Package

“Yes, the Vodka & Gin space is full of competition and dominated by global spirits conglomerates. So if your considering entering this segment you need to go in with your eyes wide open and have a damn good point of difference to carve your niche and get sales.

Enter Ariki. A new player based in New Zealand with a Pacific twist targeting a global audience. Ambitious – Yes! Inspirational – more so.

We loved the challenge to craft this premium spirit brand inspired from Polynesian origins. It was not your stereotypical brand that showcased sun, sea, sand and palm trees ( although we all love that- right) but one that resonated with sophistication, class, taste and flavour profiles that teased and aroused your taste buds.”

Bennetto

August 18, 2014 by Lovely Package

“Overview: Bennetto Natural Foods Company launched its flagship product this year ‘Bennetto Drinking Chocolate’. It is positioned within its market as a luxury confectionery brand, with cacao sourced from a certified Fairtrade cooperative in Peru.

The two key demographics are business to business and direct to consumer. Within the business to business sector the primary categories targeted are large luxury hotels and international airlines. For our direct to consumer market (via local cafés) is skewed towards health conscious women who enjoy current health food trends and have an adventurous and sophisticated palate.

In response the product needs to deliver packaging that looks intriguing, imaginative and luxurious while showing quirky, ethical and traditional characteristics.”

Coconut Collective

February 25, 2014 by Lovely Package

“Marx Design was asked to create a new Coconut Collective brand that would work across a range of coconut-based products including waters, milks and cooking oils. First up was the organic King Coconut Water, a 330ml Tetra Pak available in original and flavoured variants.

Organic King Coconut Water is sourced from the famed coconut triangle of Sri Lanka, home to the golden thambili (king coconut) – the only coconut harvested specifically for drinking and chosen for its electrolyte content and natural sweetness.”

Uppers & Downers

December 28, 2013 by Lovely Package

“A little while ago Marx Design issued a promotional piece so daring that some lawyers representing a certain 80s popstar sent us a letter politely asking us to cease and desist. We’re scared of lawyers, so we obliged and then promptly went into hiding waiting for the heat to die down. Fast forward a few years, and the dust has settled: it’s time for a new Marx Design Promotional Gift.

Balance is a tenet of good graphic design, but life with its ups and downs is a bit of a balancing act too. We decided to visually represent this idea in our new promo gift. With a cheeky nod to the pharmaceutical industry, we developed a selection of pill-like balancing aids.”