Telstra Design & Branding TELSTRA PACKAGING by Interbrand Group

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TELSTRA PACKAGING

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Industry Computers & Computer Accessories, Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency Interbrand Group
Creative Director Mike Rigby, Chris Maclean
Designer Claire Theophane
Released September 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: TELSTRA
Product/Service: TELSTRA PACKAGING
Agency: INTERBRAND AUSTRALIA
Chief Executive Officer: Damian Borchok (Interbrand)
Managing Director: Richard Curtis (Interbrand)
Creative Director: Chris Maclean (Interbrand)
Creative Director: Mike Rigby (Interbrand)
Design Director: Andrew Droog (Interbrand)
Designer: Claire Theophane (Interbrand)
Finished Artist: Simon Cranwell (Interbrand)
Media placement: 5 Packaging Samples - Telstra Stores - September 19, 2011

Describe the brief from the client
From its early roots as a government division, Telstra has grown into Australia’s biggest telecommunications company, employing over 40,000 people.
Recently Telstra had fallen out of favour with customers who felt that Telstra had lost relevance for them, losing credibility with key audiences including the youth. In 2011, we rebranded Telstra around the new positioning, ‘It’s how we connect’. Colour was used to represent the diversity of people, products, and services, which Telstra touches.
As part of the rebrand, we were asked to design a new packaging system to be applied to over 50 products of varying shapes and sizes.

Describe the challenges and key objectives
Importantly, the new system should be flexible enough to adapt to different product shapes and sizes. It must be easy to implement in order to be rolled out across the entire product range, quickly and economically. It should adhere to the new brand guidelines. However, most importantly, it must appeal to the core demographic for pre-paid mobile phones – the youth market.

Describe how you arrived at the final design
To represent the diversity of Telstra products, we assigned each pack with one of the 6 brand colours. The effect in-store is an explosion of colour and choice. A key component of the new brand is the ‘spectrum’, which graphically connects all parts of the brand together. It bursts outwards from devices to connect with the things in customers’ lives. The rays of the spectrum also contain product features.

Give some indication of how successful the outcome was in the market
Since launch, the new packaging has been well received by customers. Although it’s too soon after the launch to gather accurate metrics on the performance of the packs, the branding as a whole has seen encouraging results. As a significant touch point of the new branding, the packs have contributed to significant rises in customer consideration, including:
- +5% Consumer consideration
- +6% Business consideration
- +5% non-customers
- +7% youth consideration
These figures represent unprecedented consideration improvements in Telstra’s history.