Birdstone Collective's Telstra Packaging Design System has won Gold for Best Use of Packaging at the 2020 Transform Awards, Australia and New Zealand.

Established in 2009 by Transform Magazine, the Transform Awards recognise design transformations around the world.

Iain Blair, director of Birdstone Collective, told PKN he is proud the team's work to extend Telstra's rebrand into the complex world of sustainable packaging was recognised by industry specialists.

As part of a strategic repositioning of the Telstra brand, Birdstone was asked by Telstra to reimagine how they approach packaging.

"With a vast portfolio of products sourced from multiple suppliers, Telstra had an inconsistent packaging style that did not represent the brand positioning or future strategy of their business," Blair said.

"Our solution blends innovative brand design with sophisticated structural design to create a packaging suite unique to Telstra," he said.

The Packaging Design Master created by Birdstone creates consistency across the range that can be executed by multiple suppliers.

"The design architecture features only necessary messaging and thoughtful use of colour to create a cohesive and engaging user experience. Through the use of bespoke structural designs tailored to each product we have achieved a significant reduction in packaging materials and plastics, supporting Telstra’s aim to be a leader in sustainable design and saving hundreds of tonnes in packaging annually," Blair said.

The reduction in material and considered design has also led to a reduction in packaging cost and significant improvements in logistics and delivery efficiency, saving Telstra significant money.



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