Designed by Alex Sophocles, senior graphic design major at Maryland Institute College of Art, United States.

Focusing on STABILO’s dedication to innovative and ergonomic design, the packaging furthermore features the added benefits of a retail-ready hanging hook and user-friendly cartonboard structure. Two colour variations have been produced in blue and pink.
Demonstrating positive results from a new creative collaboration with STABILO International, Burgopak Germany’s expertise in design and packaging technology has reflected the same dedication that STABILO invests in developing its ergonomic pens.

Marcel Miller, Head of Packaging Technology at STABILO International says: “The collaboration with the Burgopak Team was (and is) extremely pleasant. I’d like to emphasize the creativity in terms of packaging design and the solutions found regarding the required structural design quality. The (Burgopak’s) reaction was (and is) always fast and reliable. Even during the start of production modifications and changes were implemented with constant diligence to meet all necessary requirements. I guess, even Burgopak was surprised about what can happen to packaging content during transport tests. After this first, very positive cooperation, I hope to get together on further, exciting projects. “

Benjamin Köhrich, Director of New Business Development at Burgopak Germany says: “We are proud thatSTABILO International has entrusted us with the task of designing and implementing the EASYergonomics experts pack. STABILO’s broad mind and professional cooperation made it possible for Burgopak to make the most of our resources to the full extent, including production and logistics – resulting in a clear differentiation and productive outcome at the point of sale. The collaboration on this project was a pleasure. Thus we are looking forward to facing future challenges together with STABILO International.”

With its ergonomic grip zones and shape appropriate for age and hand size, the STABILO EASYergonomic experts family provides correct pen posture for improving writing performance and success at school. The EASYergonomic Gift Set includes a beginner’s pencil, filler-pen plus cartridge, mechanical pencil plus 3 refill-pencil-leads, ergonomic pencil for advanced beginners, eraser and a comprehensive booklet. A global manufacturer of writing instruments, STABILO International has always been characterized by great innovation and inventiveness. In particular, ergonomics and its significance in the development of customized pens for left and right-handed children and adolescents, is a fundamental element of the company’s philosophy.

Woolworths South Africa has begun rolling out its Essentials range of supermarket items, the first phase of a complete packaging overhaul being undertaken across all lines within the retailer’s portfolio of house brands. The mammoth task is being overseen by celebrated designer Vince Frost, recently appointed as the company’s Creative Director.

The initial stage of the Essentials range packaging project takes in more than 150 lines including dairy, produce, meat and poultry, cereals, beverages, dry goods, biscuits, bakery goods, frozen foods, household cleaning, laundry and personal care products. Woolworths Essentials are high-quality, basic staples set at entry price points and according to Frost, the strategy behind the work is not only about contemporisation, but ensuring the packaging communicates the quality which defines the very essence of the Woolworths brand too.

“Woolworths has never done anything like this before,” said Frost. “But the sheer scale of this packaging redesign project, which will ultimately encompass more than 5000 items, makes Woolworths a global leader in this field.”

Managing the execution of the Essentials range packaging is Quan Payne, a Design Director seconded from the Frost* studio in Sydney. He is working alongside the team based at the Frost designed in-house studio, at Woolworths HQ in Cape Town and a number of established local agencies.

Payne explains the design ethos driving the development of the news packs in the Essentials range. “We’re really aiming to underline Woolworths’ philosophy of ‘the difference’, by embedding good, thoughtful design into the brand through packaging.”

“There is a unique idea behind every single product and that is a real innovation in house brand packaging design. Each idea expresses the function or benefit of that individual product.”

Whilst generic or house brand lines are often devoid of any personality, the new Woolworths Essentials range uses design to inject a sense of energy and life. Simple, bold typography and the use of elements like photography and graphic shapes, aim to speak to the consumer in an engaging, intelligent way. Colour is also used in category-leading ways, to differentiate variants within the lines.

The new Essentials range is appearing on Woolworths shelves over the coming months, whilst Frost and his team embark of the next phase of the packaging redesign work.