SKINS 400 SERIES GLOBAL PACKAGING by PEKOE GROUP for SKINS INTERNATIONAL TRADING

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SKINS 400 SERIES GLOBAL PACKAGING

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Australia
Agency PEKOE GROUP
Creative Director Greg Boulting
Released February 2010

Credits & Description

Category: Clothing, Sports, Leisure & Recreation
Advertiser: SKINS INTERNATIONAL TRADING
Product/Service: SPORTS COMPRESSION APPAREL
Agency: PEKOE GROUP
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: PEKOE GROUP, sydney , AUSTRALIA
Managing Director: Phil Spedding (Pekoe Group Pty Ltd)
Creative Director: Greg Boulting (Pekoe Group Pty Ltd)
Photography: Andreas Smetana (Andreas Smetana)
Media placement: Sports Apparel Packaging - Sports Apparel Outlets - 01 March 2010 - on going

Describe the challenges and key objectives
A packaging system needed to be created for each of the 65 initial categories, clearly displaying the product and incorporating a brand architecture that would not only communicate the product details but also help tell the SKINS story. Some of the key challenges this project offered: • How do we let end users know what the abbreviated letters stand for? • How will each version of the logo work with the SKINS logo? • How will it clearly display product itself? • How do we clearly differentiate gender?

Describe the brief from the client
SKINS has taken a journey of evolution with its market leading sports compression garments. As their range continues to expand, across garment styles, colours and shapes as well as gender and sport - it is becoming increasingly difficult for the end user to navigate the brand. Since the 400 Series will not be the last product or range development, SKINS’s challenge to us was to create a packaging system that allows SKINS as the ‘order’ generator, the store as the product display solution and the end user as the purchaser identify the range more easily.

Describe how you arrived at the final design
Our solution was to design a packaging system that worked as a clear and concise category differentiator as well as ensuring easy navigation and ease of product selection through striking true colour photography. The new 400 Series identity and packaging design features brand architecture inspired by SKINS unique 400 fit, a way of cutting and shaping according to 400 key fitting points. We were very aware that this packaging had to work harder than ever before to solve the previous issues of unclear product descriptors, making the selection experience more pleasurable for both consumer and warehouse worker alike.

Give some indication of how successful the outcome was in the market
J’aime Brierty, International Brand Manager for SKINS says “This is the biggest new product launch in our company’s history. We’re really happy with the result and are excited to see the response from the market.” Performance data on the new packaging is scheduled to be released within the next 4 to 6 weeks.