“Practice safe design: Use a concept. (Petrula Vrontikis)” This is the motto of creative design agency, ishimodo.
And when Tony Ferguson wanted to redefine who it was, the motto became the foundation of ishimodo's answer to the packaging brief.
The brief was to create a new range of clear and engaging pack designs for the new Tony Ferguson program strategy, and ishimodo created two ranges to appeal to different audiences:
The practitioner only range is accessed through consultations with a Tony Ferguson Practitioner
The impulse range of products sits in-store for all consumers.
ishimodo gauged that the practitioner only packaging had to have a very professional, unisex, almost clinical look. The impulse range had to detail taste and serving suggestions, and include product photography.
Practitioner only range
Two looks were created that linked the sub-brands by design while identifying their individual characteristics.
Scott Hayward, marketing manager of Tony Ferguson said, “ishimodo has been critical to our success in relaunching the totally new Tony Ferguson program. Its strategic approach, strong brand focus, attention to detail and speed of execution have all been highly valued during this brand led and time critical launch. We consider ishimodo to be an extension of our team.”
