Brand and packaging design agency Tweak has incorporated Aboriginal art into the pack architecture for Palmolive's Australian Extracts Dishwashing Liquid range.
Working with Aboriginal artist Lani Balzan, Tweak mapped out how to balance Palmolive’s brand with Balzan’s artwork depicting the rich stories behind the signature Australian botanical extracts.
Palmolive supports many community programs and says that it wanted to bring awareness to its Aboriginal & Torres Strait Islander community partner programs. In keeping with the theme, three new variants were created using Australian botanical extracts. Tweak said it was tasked to take the Palmolive Dishwashing liquid pack and explore concepts that celebrate the brand's collaboration in an engaging and impactful way.
Tweak’s design director Shane King told PKN that "the balance between maintaining clear brand recognition while boldly expressing the message through art" was decided as the way to go. "Using the existing pack design architecture was key in maintaining brand recognition allowing for a bold Aboriginal art overlay for strong shelf impact," he said.
He explained that the implementation of Aboriginal art into the pack architecture was explored. "Experimentation with various styles and colour palettes informed the selection of an Aboriginal artist. Lani Balzan was commissioned to create artwork for the range, depicting the rich stories behind the signature Australian botanical extracts."
“We then moved on to the finished art stage which involved selecting PMS colours and creating artwork for proofing to ensure colour accuracy. As the art is shrink wrapped onto an organic form bottle, pre-distortion work is also needed to ensure the position, shape and scale of all elements are correct. Colour separated artwork is then supplied to print the artwork on clear substrate for gravure printing,” King said.
The bottle is blown at Villawood from 100 per cent recycled PET preforms made by Wellman Packaging, and the shrink sleeves are gravure printed and supplied by Fujiseal.
