MERCUR Design & Branding MERCUR by Gad' Design


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Industry Cosmetics & beauty products, Paints, Paint Brushes, Adhesives
Media Design & Branding
Market Brazil
Agency Gad' Design
Art Director Karen Ferraz
Released March 2009

Credits & Description

Category: Miscellaneous
Advertiser: MERCUR
Product/Service: CORES DO BRASIL
Agency: GAD'
Date of First Appearance: Mar 22 2009 12:00AM
Entrant Company: GAD', Sao Paulo, BRAZIL
Executive Director: Antonio Raupp (Gad)
Art Director: Karen Ferraz (Gad)
Media placement: Mercur- Packaging Design -MIscellaneous - Spontaneous publicity troughout Brazil's leading media channels - 2009

Describe the challenges and key objectives
The main challenge was to break away from the industry’s status quo, this market is very conservative. Besides, there were other challenges and objectives: - To create a link with fashion and customisation - To answer the expectations of the client concerning a sensorial involvement - To generate a more professional image to the products - To optimise the labels in terms of logistic and costs: one label should fit all the products of the same line

Describe the brief from the client
Introduce to the market a line of paint and glues for arts & crafts and customisation by using packaging that breaks away from the industry’s status quo.

Describe how you arrived at the final design
Inspiration: The colours and textures of plants and flowers found in tropical forests, bird feathers and animal fur. These elements are all very present in local arts & crafts, one of the most popular forms of expression for Brazilians. Wich resulted in packaging with the Brazilian spirit in their DNA. Sensorial, contemporary and enchanting, they lend unity to the entire Colours line through the diversity of Brazilian culture.

Give some indication of how successful the outcome was in the market
The packaging makes a clear difference among the other brands at the market. It has generated a perception of value to the brand.