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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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What the investment community thinks Kiwi businesses lead on the world stage with

  • News
  • July 16, 2019
  • Idealog
What the investment community thinks Kiwi businesses lead on the world stage with

Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

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Foodstuffs’ Baden Ngan Kee has passed away

  • Who's Where
  • July 16, 2019
  • The Register team
Foodstuffs’ Baden Ngan Kee has passed away

Foodstuffs has announced that its former executive Baden Ngan Kee has passed away after a battle with lung cancer.

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2 Cheap Cars fined $438,000 under the Fair Trading Act

  • News
  • July 14, 2019
  • The Register team
2 Cheap Cars fined $438,000 under the Fair Trading Act

Used car dealer 2 Cheap Cars has been fined $438,000 for its use of “warranty waiver” documents and marketing statements described as “deliberately misleading”.

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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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Retail's new best friend

  • In association with the IHA Global Innovation Awards (GIA)
  • July 13, 2019
  • Anne Kong
Retail's new best friend

As the heart and soul of retailing further evolves, stores and the essence of shopping will continue to morph in unimaginable ways. However, amidst the storm of change, there is one aspect of shopping that remains pure, constant and motivational – the aspirational moment. Anne Kong, member of the GIA expert jury, shares her thoughts.

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Bendon looks to sell brands after financing falters

  • News
  • July 12, 2019
  • Radio New Zealand
Bendon looks to sell brands after financing falters

Bendon lingerie is looking to sell some of its brands as the future of the company becomes more uncertain.

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Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

  • News
  • July 11, 2019
  • Caitlin Salter
Smirnoff Pure helps Kiwis discover local artists with Spotify partnership

The music we love is made up of many influences, including where we live. In its latest campaign, Smirnoff Pure and YoungShand tapped into the unique vibes of New Zealand and set out to help Kiwis discover the music that moves the cities and suburbs they call home.

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