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Auckland design agency wins gold for retail packaging

  • News
  • May 14, 2019
  • Courtney Devereux
Auckland design agency wins gold for retail packaging

As a benchmark for impeccably designed packaging of consumer products, The Dieline Awards this year saw creative agency Onfire walk away with recognition for fantastic design for their retail products. We spoke with Matt Grantham, creative director at Onfire Design, about the importance of a strong visual brand in the retail product sector.

Auckland’s Onfire Design came out on top for the Dark Sprits Category for their creative vision around Luxerose RTD’s.

New Zealand mixologists were commissioned to create 3 distinctive cocktail blends reflecting current flavours and taste trends. Packaging the cocktails was a fundamental part of the project, with judges of the Dieline Awards commending the agency for its creativity, marketability, innovation, execution, and on-pack branding. 

The packaging also came third in the Luxury Limited Edition category. The cases were designed with a brilliant colourful presentation. Matt Grantham, creative director at Onfire Design, said the project was to blur the lines between high-end premium alcohol and aspirational brands in cosmetic and lifestyle markets.

The cocktail and beverage category are a rapidly growing sector, asked of whether he believes a strong brand is important for retail success, Grantham agreed that the sector is linked strongly to trends.

Q&A with Matt Grantham, Creative Director at Onfire Design

What happens when a retail sector is dictated by the trends that surround it?

It creates brands, new and old, that are in a constant state of flux. Existing brands scrambling to retain consumers and stay relevant, new challenger brands hitting shelves with flavour and mix alternatives that create disruption,” he says. “A new brand has an extremely hard task of simply standing out, let alone of telling a compelling story and convincing the consumer to ‘pick me’.

Why do you think a strong branding in any sector is important for success?

A strong brand needs to consist of a memorable name, a clear message, a combination of flavours, messages and narrative that shout on shelf but are also easily transferable to discovery platforms - whether this be ambient advertising or social media (organic discovery of a brand is also important for success….but that is a whole other article!). To at least be in the back of a consumer’s mind when they walk in store will be a win. 
 

How do you think a strong design helps push the product forward in a competitive retail landscape?

A brand requires a level of desirability and intrigue to get over the first hurdle in the consumers mind...why would I purchase this over my usual favourite beverage? Clean, clear visual assets to cut through the clutter of competitive retail shelves, a tone-of-voice that is relevant and easy to understand, pack formats and print finishes that entice the pick up, underpinned by brand values that connect with the consumer. Strong design is a layer cake that goes beyond the first impression and create a connection with the audience

Why do you think innovation and creativity are important for a brands product offering? 

Innovation and creativity in this sector are ‘ownable’, while flavours, various cocktail mixes and blends are ubiquitous across several brands. But if you can create an innovative dispensing experience, unboxing, pack format or new product formulas then the brand will have a visual or tactile appeal creates intrigue. 

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From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

  • Design
  • June 25, 2019
  • Idealog
From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

Most people would be in agreement that bugs, planters and room dividers don’t have much in common, but Matt Genefaas and Dan Craig would beg to differ. The two juggle running an edible insect company, Crawlers, as well as a homeware company, Made of Tomorrow. Genefaas has a chat about what the new furniture range, Space Between, was inspired by, as well as how him and Craig spend their days in slashie roles moving between pushing dried insects to the world, as well as polished mirrors and space dividers.

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News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

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Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

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Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...

 
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