PACKAGING FOR BEVERAGES: "NATURE'S PAPER" Design & Branding by AMORE BRAND IDENTITY CONSULTING

Category: Self Promotion
Advertiser: TETRA PAK
Product/Service: PACKAGING FOR BEVERAGES
Agency: AMORE BRAND IDENTITY CONSULTING
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: AMORE BRAND IDENTITY CONSULTING, Stockholm, SWEDEN
Creative Director: Jörgen Olofsson (Amore Brand Identity Consulting)
Designer: Jonas Hellström (Amore Brand Identity Consulting)
Designer: Petra Lindgren (Amore Brand Identity Consulting)
Account Director: Björn Drawfarc / Mats Tejre (Amore Brand Identity Consulting)
Client Director: Linda Björk (Amore Brand Identity Consulting)
Production Design / Final Art: Henrik Lindquist (Amore Brand Identity Consulting)
Photographer: Per Kristiansen (Per Kristiansen Foto)
Media placement: Promotion Portfolio, Complete Range - Fairs, Sales Material - 1 April, 2009 - Ongoing

Describe the challenges and key objectives
A big challenge was to capture the right image that would convert on to all packaging structures within a ‘family’ range. The different ranges needed to work both singularly and as an entire range to fully show both an emotional and functional benefit of the products.

Describe the brief from the client
The mission was to highlight the different personalities and qualities of Tetra Pak’s 9 product families with more than 110 sizes, and to attract food producers to buy packaging solutions from Tetra Pak.

Describe how you arrived at the final design
The design concept was to work with paper, nature’s paper, a material that all of Tetra Pak’s packaging are made of. Therefore paper in all its forms; pleated, scrunched, flat, torn, piled, shredded and even confetti style paper was photographed and applied onto the packages.

Give some indication of how successful the outcome was in the market
This self promotion portfolio has been used to display Tetra Paks products on packaging fairs all over the world. And for the sales crew at Tetra Pak it has been a very successful tool. This is indicated by the number of promotion packs the sales crew has ordered internally, which is the double amount compared to the same period last year.