Project Overview
From Chickenless Money Bags to Porkless Spring Rolls, each of these plant-based entertaining products has been carefully formulated to taste as deliciously true to its meat counterpart as possible.
Project Commissioner
Project Creator
Team
Project Manager Gwen Blake
Design Greg Boulting
Production Jan Macik
Photography Stephen Blake
Styling Sarah O'Brian
Project Brief
The brief was to create an ownable design for these tasty plant-based morsels that could roll-out to any plant-based products in the future. A 'bamboo brand' that is strong enough to remain recognised, yet flexible enough to adapt to the differing needs of multiple categories.
Project Innovation/Need
We created brand and packaging for a range of delicious entertaining snacks to make them leap off the shelf through their mouth-watering photography and quirky design. The fact that they are plant-based and can be eaten by your flexitarian, vegetarian and vegan friends is a delightful, additional benefit to be discovered once you've been lured in. We purposefully avoided green and typical plant-based cues that make a product feel as though it's exclusively for vegans.
Design Challenge
Boxer & Co. created the brand from inception. The logo has been drawn freehand to give a sense of uniqueness and approachability, while also communicating the mission of the brand – to take care of our planet. The rest of the pack has been illustrated with marker pen, giving the sense that it has been directly drawn onto the kraft stock, portraying the personal touch that’s synonymous with Coco & Luca products.
A unique and quirky tone of voice, with casual phrases like ‘Roll it To Me’ and ‘Look! No Chook!’ reinforces the fun nature of the brand and graphics. Overhead, Instagram-style, roughly placed photography showcases the product beautifully, whilst interacting with the graphics in a fun, unique and holistic way.
Effectiveness
“The brand Boxer & Co. created for me is completely perfect. They’ve taken a serious subject and layered fun, yumminess and accessibility into it, so that it feels like it’s been made for vegans, vegetarians, flexitarians or anyone who just wants to explore this blossoming plant-based world. My product is selling nationally through Woolworths now” Diem Fuggersberger, CEO Coco & Lucas Kitchen.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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