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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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Michael Hill International posts $17m profit

  • News
  • August 22, 2019
  • Radio New Zealand
Michael Hill International posts $17m profit

Jewellery retailer Michael Hill International has reported a lift in profit but is feeling the pinch of lower sales and squeezed margins.

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Dylan Mulder explores new digital frontiers in the fashion world

  • Design
  • August 22, 2019
  • Findlay Buchanan
Dylan Mulder explores new digital frontiers in the fashion world

“What might a Louis Vuitton or Off-White digital piece of clothing be like?” Matthew Drinkwater, head of the Fashion Innovation Agency at London College of Fashion, mused to Vogue in April earlier this year. The question came in the wake of Carlings, a multi brand Scandinavian retailer, selling out its first digital-only clothing line. The process saw fashion designers manipulate photos of customers, so it appeared as though they were dressed up in Carlings' apparel. Customers would then go on to share the photos of themselves on digital platforms, Instagram, Facebook, and the rest, without actually having to wear the clothes.

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Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

  • News
  • August 21, 2019
  • Sarah Dunn
Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

Retail isn’t an obvious next step for a couple who met during five years’ volunteering at a Malaysian wildlife sanctuary, but Bronwyn Green and David Phillips’ passion for animals has led them to tackle waste management from the shopfloor. Green shared insights about their plastic-free grocery store Be Free Grocer with The Register.

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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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The bridal industry changes driving Karen Walker’s new Atelier range

  • Design
  • August 20, 2019
  • Sarah Dunn
The bridal industry changes driving Karen Walker’s new Atelier range

In the last couple of years, Kiwi fashion designers like Ingrid Starnes, Juliette Hogan and Paris Georgia have rolled out bridal ranges. Now they’ve been joined by Karen Walker. We asked Walker what’s behind the rise of designer bridal.

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Shop with The Register: Dress up for New Zealand Fashion Week

  • News
  • August 19, 2019
  • The Register
Shop with The Register: Dress up for New Zealand Fashion Week

Retailers are busy, and busy people don’t have time to be constantly catwalk-ready. But if you’d like to shine a little brighter while checking out the new season apparel at New Zealand Fashion Week, here’s some great ideas for professional women.

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