A branding project driven from Sydney to establish a product identity for Nestlé's PetLife premium petcare grooming products has landed design agency Blue Marlin a prestigious international award in recognition of the business outcomes achieved for the range.
The agency's work in creating the product's new packaging and branding strategy won its Sydney office a silver award at the Design Business Association's (DBA) Design Effectiveness Awards in London.
Founded in 1989, the Design Effectiveness Awards evaluate design projects based on hard commercial data, in order to recognise and celebrate the importance of design in driving business success.
The DBA is an authority on the commercial effectiveness of design, and its awards are among the most sought after honours in the industry.
The project for Nestlé's new petcare range took inspiration from premium personal care products, using sophisticated look-and-feel design cues including bold typography, luxurious finishes and engaging lifestyle photography.
In the first year of its launch, the PetLife range achieved significant category growth for the company and gained listings in retailers across Australia, Blue Marlin said.
Blue Marlin Sydney managing director Ian Catling said the award validated the notion that design could drive measurable business results.
“It’s always a huge compliment to be recognised by the industry, especially at the prestigious Design Business Association. Hopefully this is the start of a long history of Design Effectiveness Award success for Sydney.”
As well as the silver award for the agency's Sydney office, Blue Marlin also won a gold trophy and the DBA's International Export award for its work on Cadbury Bournvita, a malted food and drink brand in India.
Its achievement in this year's awards marks the third year running that the agency Blue Marlin has tasted success at the event.
The agency received two silvers at last year’s ceremony, for UK cocktail mixer brand Funkin’ Mixers and Shell’s forecourt food and drink offering Deli2go. It also won twin silvers in 2010, for Australian brand Balance Water and Norway's Isklar glacial mineral water.
A branding project for Nestlé's PetLife premium pet care range has won a prestigious international award for Blue Marlin Sydney.
