Cultera Design & Branding CULTERA PACKAGING AND HANGER by Leo Burnett Ljubljana

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Industry Plastic bags, Containers, Packaging & Wrapping
Media Design & Branding
Market Slovenia
Agency Leo Burnett Ljubljana
Creative Director Aleš Strajnar
Released January 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: CULTERA
Date of First Appearance: Jan 10 2011
Entrant Company: VOTAN LEO BURNETT, Ljubljana, SLOVENIA
Creative Director: Aleš Strajnar (Votan Leo Burnett)
Media placement: T-shirt packaging - Shipping to clients - 10.1.2011

Describe the brief from the client
Cultera is trying to re-invent T-shirt packaging. Cultera is looking for a packaging design which would be inventive in design and usage. And because we are environmentally friendy, we would like our packaging to be the same.

Describe the challenges and key objectives
Key objecitves:

1. Packaging must be creative in design and usage. Let's make something that has never been done before.

2. Package mustn’t create additional trash. This means there must be some sort of an afterlife arrangement for it even after it's already been used for shipping.

3. It needs to be stackable, which means we can easily put multiple t-shirts into one shipment, the benefit of which would be cost saving.

4. IT MUST BE CHEAP! Like really low-cost.

Describe how you arrived at the final design
From the brief and key objectives, the search was to create something with dual functionality and by using the product: the T-shirt. We realised that we need something to ship the product in and something to store the product in once the consumer received it. From there the solution was only a step away.

Give some indication of how successful the outcome was in the market
Everyone loves the funcionality and the design of the packaging and the orders for Cultera T-shirts are pouring in. Some are even ordering the shirt only to receive the packaging.