LIFE - PACKAGING OF A CONCEPT by The Brand Union Stockholm for LIFE EUROPE

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LIFE - PACKAGING OF A CONCEPT

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Sweden
Agency The Brand Union Stockholm
Executive Creative Director Hans Brindfors
Released April 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: LIFE EUROPE
Product/Service: HEALTH MARKET
Agency: THE BRAND UNION
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: THE BRAND UNION , Stockholm , SWEDEN
Executive Creative Director: Hans Brindfors (The Brand Union)
Design Director: Viktoria Hamberger (The Brand Union)
Client Manager: Elin Tivemark (The Brand Union)
Client Director: Carina Gustafson (The Brand Union)
Media placement: Omega-7 Sample - Life Stores - April 2010
Media placement: Rosenrot Sample - Life Stores - April 2010
Media placement: Magnesium Sample - Life Stores - April 2010
Media placement: Paranötter Sample - Life Stores - April 2010
Media placement: Ingefära Kanderad Sample - Life Stores - April 2010
Media placement: Hårform Sample - Life Stores - April 2010

Describe the challenges and key objectives
To create a powerful retail impact both on packaging level and its environment and the overall experience of Life. To develop a clear architecture of the private label range with both standard and premium products but also a design structure for more unique and new products in the market.

Describe the brief from the client

To create one strong overall concept for the health market, a concept that did not already exist in the market. Increase the knowledge and awareness about Life’s overall concept. To re-design their private brand Daily Wellness, today a range of 100 products but with the aim of over 300 products within next year. To encompass the development of a very strong and distinct concept design with a coherent graphic expression in all leads; retail design, concept store, web, sponsoring, and other market communication. All this should contribute to an increased profitability with a clear and significant corporate profile.

Describe how you arrived at the final design

We developed a very strong and distinct concept design with a coherent graphic expression in all leads. The 'Expert' route is based on the passion for the products and we call it infotainment. All Life stores have at least one authorised health adviser with academic background in nature cure medicine. These professionals are the very heart of the Life™ business Life’s Private Label range is a very important concept bearer and together with Life’s™ skilful and professional staff it strengthens the Life™ concept further. A profound inspiration in our thoughts are from Sweden’s most famous botanic: Carl von Linné.

Give some indication of how successful the outcome was in the market
The first Life Concept Store in Sweden opened in april 2010.