NK KIDS by Lowe Brindfors Stockholm for Nordiska Kompaniet

NK KIDS

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Pia-Maria Falk
Typographer Mimmi Wagerth
Illustrator Sac Magique
Account manager Tina Lindkvist, Anna Holmgren
Released December 2009

Credits & Description

Category: Clothing, Sports, Leisure & Recreation
Advertiser: NORDISKA KOMPANIET
Product/Service: RETAIL STORE
Agency: LOWE BRINDFORS
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director/Graphic designer: Lina Elfstrand (Lowe Brindfors)
Art Director: Pia-Maria falk (Lowe Brindfors)
Art Director/Graphic designer: Noel Pretorius (Lowe Brindfors)
Account Superviser: Pelle Holm (Lowe Brindfors)
Account manager: Tina Lindkvist (Lowe Brindfors)
Account manager: Anna Holmgren (Lowe Brindfors)
Typographer: Mimmi Wägerth (Lowe Brindfors)
AD Assistent: Madelene Hansson (Lowe Brindfors)
Illustrator: Sac Magique (Woo)
Art buyer: Caroline Agné (Lowe Brindfors)
Media placement: Package all - At The Kids Department - 15 December 2009
Media placement: Wrapping Paper - At The Kids Department - 15 December 2009

Describe the challenges and key objectives
We created a playful, humorous packaging concept for the NK department store’s children’s department. The concept is based on NK’s graphic manual and is built on drawings by the illustrator Sac Magique. We used drawings of an owl, a monkey, a crocodile and a rabbit in pale pastels. The look is timeless and far removed from modern computer generated 3D-designs. The drawings come to life in gift boxes where each animal’s main characteristic pops out and creates a function: the crocodile’s mouth doubles as the box’s lid and the pink silk wrapper becomes the animals tongue.

Describe the brief from the client
To create unique package design for NK Kids department.

Describe how you arrived at the final design
After our colourful characters had been illustrated the box packaging took on the individual characteristics of them.

Give some indication of how successful the outcome was in the market
The new packaging range has been a great success amongst the NK children shoppers and their parents. Due to the high demand we’ve also needed to reorder a new shipment range in. There have also been reports that shoppers are using them as decoration items in nurseries as well as children’s rooms.