ROCK STAR PACKAGING by The Jupiter Drawing Room South Africa for Musica

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ROCK STAR PACKAGING

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Designer Klea Ferriera
Illustrator Roger Williams, Jared Barbe, Brandt Botes, Johann Du Bruyn, Klea Ferreira, Joanne Thomas The Jupiter Drawing Room Cape Town
Released June 2009

Credits & Description

Category: Packaging Ranges
Advertiser: MUSICA
Product/Service: LIFESTYLE PRODUCTS
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director-Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Designer: Brandt Botes (The Jupiter Drawing Room South Africa)
Designer: Johann du Bruyn (The Jupiter Drawing Room South Africa)
Designer: Jared Barbe (The Jupiter Drawing Room South Africa)
Designer: Klea Ferriera (The Jupiter Drawing Room South Africa)
Illustrator: Roger Williams (The Jupiter Drawing Room South Africa)
Illustrator: Joanne Thomas (The Jupiter Drawing Room South Africa)
Illustrator: Brandt Botes (The Jupiter Drawing Room South Africa)
Illustrator: Johann du Bruyn (The Jupiter Drawing Room South Africa)
Illustrator: Jared Barbe (The Jupiter Drawing Room South Africa)
Illustrator: Klea Ferreira (The Jupiter Drawing Room South Africa)
Production Manager: Janet Baird (The Jupiter Drawing Room South Africa)
Media placement: Rockstar Beanie - Instore - 1 June 2009
Media placement: Rockstar DVDs - Instore - 1 June 2009
Media placement: Rockstar CDs - Instore - 1 June 2009
Media placement: Rockstar Lipbalm - Instore - 1 June 2009
Media placement: Rockstar Breath Mints - Instore - 1 June 2009
Media placement: Rockstar Deodrant - Instore - 1 June 2009
Media placement: Rockstar Boxers - Instore - 1 June 2009
Media placement: Rockstar Socks - Instore - 1 June 2009

Describe the challenges and key objectives

How do you sell socks, underwear, lip balm, etc to people who are coming to buy CDs, DVDs and games? Make them feel like rock stars in the store’s lifestyle section. The key objective was to promote the sale of ‘rock star lifestyle’ products by having a strong presence in the store’s lifestyle section. Various products were showcased on a display that could also interact with the consumer.

Describe the brief from the client
Musica is South Africa’s largest entertainment retailer. This new range was designed as part of a campaign to drive people into their stores by promoting their lifestyle products section.

Describe how you arrived at the final design
Using only three different colours, the packaging design and copy had to communicate the in-your-face, anti-establishment rebelliousness of Rock music while not taking itself too seriously in the spirit of the Musica brand.

Give some indication of how successful the outcome was in the market
Using no other formal promotion elements, we coincided the launch of this campaign with Father’s Day. Remarkably we sold 11% of all the stock during that weekend. It was also well received by the online community where it was posted on various blogs.