Euro Home Design & Branding COFFEE CUPS SET PACKAGING by Hal9000

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Media Design & Branding
Market Brazil
Agency Hal9000
Director Marco Mori
Designer Fernanda Lino De Mello
Released March 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: EURO HOME
Product/Service: COFFEE CUPS SET
Agency: HAL9000
Director: Marco Mori (Hal9000 Comunicação E Design)
Designer: Fernanda Lino De Mello (Hal9000 Comunicação E Design)
Media placement: Coffee Cups Packaging - Brazilian Household Magazines - March 17th, 2011

Describe the brief from the client
EUROhome is a big local brand of imported houseware that worked with commodities until now. The client used to have problems with porcelain cups imports. The products used to break during the international transport China-Brazil, causing loses that resulted on commercial injuries. Also he was launching the new 6 decors exclusively produced to Brazilian market and needed a good showcasing of the decors.

Describe the challenges and key objectives
Our main challenge was to create a packaging that would protect the porcelain products to avoid breakage during the transit-time China-Brazil, reducing the dead space on the container and also fully showcasing the product with its own exclusive decors. On Brazilian market this category is poorly presented, taking care of protection but forgetting the beauty; therefore we should also innovate to surprise and attract the customer.

Describe how you arrived at the final design
Embrace the light! The 'snail configuration', double-side transparent box and trapezoidal format creates a unique presentation due to the light transpassing the packaging and product. It is also an innovative shelf presentation on this category, and reaches the best use of container space, avoiding breakage, that increases the profits. To protect the products and also keep them on its place, keeping the 'lucid format', we created a PVC blister tray. The paper and plastic materials were carefully chosen to keep the structure of the packaging and to contribute to the clear graphic design.

Give some indication of how successful the outcome was in the market
Sales success on retail and online stores and beginning of a creation of an exclusive line of products.
This packaging was also awarded by ABRE - Brazilian Packaging Award and WPO - Worldstar, International packaging award.