Orthex Design & Branding ORTHEX by Hasan & Partners Helsinki


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Industry Household maintenance & pet products, Tableware, Cutlery, Cookware
Media Design & Branding
Market Finland
Agency Hasan & Partners Helsinki
Copywriter Anu Niemonen
Released April 2012

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: OY ORTHEX
Product/Service: ORTHEX
Excecutive Creative Director: Eka Ruola (Hasan & Partners)
Account Director: Jussi Lindholm (Hasan & Partners)
Project Manager: Heidi Eriksson (Hasan & Partners)
Copywriter: Anu Niemonen (Hasan & Partners)
Marketing Manager: Hanna Karojärvi (Oy Orthex Ab)
Graphic Designer/Art Director: Tarja Sinkkonen (Hasan & Partners)
Media placement: Baby Bib - Supermarket - 30 April 2012
Media placement: Spoon - Supermarket - 30 April 2012
Media placement: Beaker - Supermarket - 30 April 2012
Media placement: Plate - Supermarket - 30 April 2012
Media placement: Drinking Cup - Supermarket - 30 April 2012
Media placement: Drinking Bottle - Supermarket - 30 April 2012

Describe the brief from the client
Unlike its competitors, Orthex wanted to bring design to kids' products, aiming to target parents instead of just children. Orthex understands the life of families, and they know that no matter what kind of dishes you use, kids are always kids. They created a variety of kids' dishes that nicely fit in every setting and dinner table.

Describe the challenges and key objectives
One main challenge was that some of the products were packed manually. Orthex also needed a cost-efficient manual packaging that would be distinctive at spikes, and on supermarket shelves. We also wanted to differ from the colourful kids' products that usually depict animals, figures and many different elements.

Describe how you arrived at the final design
Easily attachable structures were designed using transparent polypropylene. The splash figure refers to the brand's understanding of family life and children's behaviour, playful but also irritating, which is hard to impact with any design

Give some indication of how successful the outcome was in the market
The products have just arrived on the market, and the media is quite excited about them.