Brushing up for beauty
Product: Artiste professional make-up brushes
Brand Owner: McPhersons Consumer Products
Agency: Tweak
The Brief: McPhersons’ range of professional make-up brushes were designed with make-up artists in mind. It therefore wanted the packaging for the brush collection to convey a message of luxury, durability and craftsmanship. Also, with all the brushes in the range designed for a particular use, it wanted to promote the products’ ability to enable anybody from beginners to the professionals to achieve a classy look with minimum fuss.
The Solution: Tweak was commissioned to design the new packaging, and approached the brief as an opportunity to lift the products’ quality perception and make it easy to navigate the extensive range. A stylish black and white label was adopted with a modern numbering system designed to be visually strong in store. The new design defined a distinct architecture for the brand and connected with consumers using premium, modern, cosmetic cues.
A natural look for organic skincare
Product: Planet Eve Certified Organics
Brand Owner: Planet Eve
Agency: Percept Brand Design
The Brief: Based in Sydney, Planet Eve has developed certified organic skincare products that encourage Australian women to be beautiful naturally. It approached Percept Brand Design to create new branding and packaging design for these beauty products, as well as the design and development of an e-commerce website to sell the products.
The Solution: The branding began with the logo design, which was created with an eye to conveying Planet Eve’s belief and philosophy that the products consumers put on their skin should not only deliver real benefits but be free of toxic chemicals. Percept then worked on the design of the product packaging, which was crucial in achieving a brand that successfully balances premium with nature. The result was a pack and branding that conveyed a classic, luxury appeal, while also getting across the message of ‘clean’ and ‘natural’.
Tailoring tissues to a local market
Product: Kleenex Slim Wallet Packs
Brand Owner: Kimberly-Clark Australia
Agency: HOW Graphic Design
The Brief: Kimberly-Clark sought to energise is best-selling Kleenex tissue range with a new To Go range, including Kleenex Pocket Packs, Kleenex Tubes, Kleenex Wet Wipes and Kleenex Car Packs designed to meet consumer needs anywhere, anytime when they are on the go. Earlier this year it expanded the To Go range with Slim Wallet Packs. Designed to fit discreetly in pockets or small bags, it sought to brand these to appeal to style-conscious consumers using designs already sold in the United States, as well as some designs specifically for the Australian market.
The Solution: The Slim Wallet Packs are sold in multipacks of six wallets, each containing eight tissues, and each with a different graphic design. Three of the designs were carried over from Kimberly-Clark’s US-based design team, but to bring in ‘local flavour’ the company in Australia approached Sydney agency HOW to produce localised pack designs. HOW developed a denim jeans, a chic bold stripe and a cream floral pattern design. The launch of the Slim Wallet Packs, available through Woolworths and other independent retailers, was supported by a PR campaign and a national outdoor advertising campaign from May until August in major capital cities, targeted to reach 77 per cent of its core consumers.
