PACKAGING
Package Design Now! - Gisela Kozak, Julius Wiedemann
pg 21
This concept links HEALTHY products with healthy packaging and provides a tactile collectible toy for babies to play with while mum bathes them. The packaging reinforces the safe gentle qualities of the product inside.
The product range consists of approximately 20 products, so clear product differentiation was needed to make the range easy for the customer to shop. Unlike most M&S products, there were no inherent food values to showcase - the proposition was one of fun, impromptu snacking. The range is mainly aimed at customers with young families, though there are older customers who buy the snacks for the nostalgia factor. One thing that separates these products from the rest of the savoury category is that their shapes are all individual. Therefore it was felt making the product hero and using bold metallic colours would give each pack a clear identity. The playful use of a verbal and visual pun brought a fun element to the packaging. Mandatory product copy appears in a simple coloured corner panel which is common to all packaging in this category.
Inspired
by baby bottles, toys and teething rings, Tatil developed an ergonomic
packaging line to offer comfort and fun to the kids. During and after
its use, each packaging turned into a toy in order to stimulate
imagination and games. This redesign included ring toss, soap bubbles,
inflatable soap dishes, funny shaped sponges and lots of colours.
This
particular bottle idea was conceived as a way of engendering the
dullness of kids' drinks packaging with the personality of animals. The
form is both highly feasible and hugely characterful; a chameleon form
capable of becoming a range of animal types through colour and
decoration. The bottles will stack for both play at point-of-sale and,
of course, at home. The design has been tooled and awaits a suitable
license, but the Tin Horse Design Team was interested in a
differentiated product.
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