REDRING PACKAGE by SCP Grey Goteborg for Redring

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REDRING PACKAGE

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Industry Culture, Leisure & Sport
Media Design & Branding
Market Sweden
Agency SCP Grey Goteborg
Art Director Fredrik Odding
Released December 2010

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: REDRING
Product/Service: SHOTGUN OPTICAL AID
Agency: SCP GÖTEBORG
Date of First Appearance: Jan 1 2011
Entrant Company: SCP GÖTEBORG, Göteborg, SWEDEN
Art Director: Fredrik Odding (SCP Göteborg)
Account Manager: Erica Wysoki (SCP Göteborg)
Media placement: Box - Hunting Stores - 1 January 2011

Describe the brief from the client
Redring is the world’s first shotgun optical aid – a Swedish innovation for safer shooting. The target group are demanding hunters and shooters worldwide. General communication to hunters is very generic, mostly in brown and green colours. The brief was simply to create uncompromised high quality packaging in a design that stands out.

Describe the challenges and key objectives
A range of packaging that in a simple way reflects the high quality, precision and innovative technology of the product. The red ring is central for the function and use of the sight, and this is also the central graphic theme though all communication. Just by seeing and opening the package, the buyer shall understand and get a first hand experience of using the Redring sight.

Give some indication of how successful the outcome was in the market
Enormous interest direct from launch at international hunting expos, and a huge success among hunters, dealers and distributors. Production started early 2011 and the big issue is to supply for the demand.