Believe In have recently completed a naming, brand identity and packaging project for ‘Schmoo’, a new yoghurt lassi drink. Schmoo, a Leeds based company, plan to bring the authentic Indian lassi to the UK mainstream. The brand positions itself uniquely between smoothie and dairy (which has also formed the basis for the new name) and uses 100% pure ingredients with no preservatives – created using genuine Indian recipes.

“The identity draws influence from traditional Indian henna (mehndi) illustration but is executed in a contemporary aesthetic with a touch of modern opulence. East meets West if you will. The brand offers a clear point of differentiation from other drinks commonly sharing shelf space. An exciting, healthy product with a sense of confident sophistication – this formed the basis for our brand direction for Schmoo. The final result is both unique and eye-catching. It communicates beautifully and stands apart from anything else on the market.” Blair Thomson Creative Director / Believe In

The striking label design has been printed onto a silver foil stock and combined with fresh bright colours to differentiate the flavours in the range. The brand seeks to ‘shake up’ the bottled drinks sector by introducing the lassi to the mass market – which would usually be limited to specialist Asian stores and Indian restaurants.

This thin sheet developed by Purex to make laundry easier. It is about the size of your standard dryer sheet. This blue tint is the laundry detergent built into the sheet which breaks down in the wash. The light blue stripe at the top, this is the softener and the anti-static solution which breaks down during the drying part. The package is designed as a Starter Kit that includes a refillable Dispenser that makes it simple to protect and access Purex Complete 3-in-1 Sheet. Once you have the Dispenser, simply purchase the money-saving Refill Pouch to fill the convenient Dispenser.

My guess is that this is a green push from Purex, but with this reduced packaging system will it create lost sales in their other products due to this single layer of convenience. Only time and the bottom line will tell.

Does anyone the agency that designed this package.

Kimberly-Clark is to reveal a brand new look for Huggies^® with a total redesign of all packaging across the baby care range. The redesign, the first for eight years, was carried out by strategic design agency Anthem Worldwide and sees a substantial investment and commitment from Kimberly-Clark in one of its key brands. The new packaging is due to be rolled out across the UK and its European markets from April 2010 onwards.

Huggies® appointed Anthem Worldwide in February 2009 with a brief to radically overhaul the design and focus on embodying the emotional values of the Huggies^® brand. These values are based on a robust and exciting promise of offering real-world solutions to mums who want to make the best of everyday moments with their baby. With this in mind, the key new feature of the packs will be striking baby photography which captures a snapshot of mum’s real world with warmth and gentle humour, showing an image of a baby looking at the viewer as if mum is directly behind the camera.

The new packaging also incorporates an evolution of the Huggies^® logo itself, including a child’s hand splat icon intended to enhance the emotional qualities. The Huggies^® brand name will take a greater role on the new packaging which promises to stand out in a category which is often visually busy and confusing for consumers.  To connect with mum and draw her to the right product for her baby, nappy sizes have been made more prominent on pack, while the engaging photography uses models whose age and stage reflects that of the baby for whom each product has been designed.

Before:

Caroline Stanley, Project Lead and European Marketing Manager for Huggies^® Brand Communications at Kimberly-Clark comments: “We are thrilled to be launching this visual identity packaging for our Huggies^c brand. In a highly competitive market it is important to have stand out and show that we are engaging with our target audience. The new packaging which Anthem has created for us draws on the emotions of mums and dads by showing them that Huggies® understands and is supporting parents through both the ups and the downs of parenthood. Our extensive research has told us that shoppers find the category garish and confusing, they have responded very well to our fresh, modern look, with substantial increase in purchase intent in many cases.”

Alex Creed, Account Director at Anthem Worldwide, adds: “By giving us the scope to totally revolutionise the Huggies brand, Kimberly-Clark has enabled us to create something truly ownable, contemporary and distinctive in the marketplace which will have a massive impact on-shelf.  The gorgeous, distinctive photography and the simplicity of the pack architecture will connect with mum in a way that has just not been done before.”

The iconic pack of the new range, and the first to launch this April, is the Newborn nappies pack, with the same visuals also used on the Pure Wipes packaging. The colour of the pack is intended to reflect the values of nurturing and purity that are associated with a newborn baby and its needs, supporting the product claims of ‘with organic cotton’ and ‘gentle cleaning like cotton wool and water’. The newborn baby featured on-pack is fast asleep and wears a soft coloured hat, making the pack extremely memorable, and very engaging.

via: LoadMouth