VODAFONE PACKAGING 2012 by The Partners for Vodafone

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VODAFONE PACKAGING 2012

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market United Kingdom
Agency The Partners
Creative Director Nick Eagleton
Designer Freya Defoe, Jessica Harvey
Released January 2012

Credits & Description

Category: iii. Premium Brand
Advertiser: VODAFONE
Product/Service: MOBILE PHONES
Agency: THE PARTNERS
Creative Director: Nick Eagleton (The Partners)
Designer: Freya Defoe (The Partners)
Designer: Jessica Harvey (The Partners)
Account Manager: Tiffany Hultgren (The Partners)
Media placement: Mobile Phones - Vodafone Retail Shops - Jan 2012

Describe the brief from the client

How do you create strong, impactful global packaging for the world’s biggest telecommunication company when each of it’s 22 markets worldwide are allowed to create their own versions?

Describe the challenges and key objectives
Vodafone had tried various designs but they were largely being ignored by the markets who were each producing over 100 unique packs per year. The result? A massive duplication of effort, time and resources wasted and boring, uninspiring packaging on the shelves which was damaging the brand and the environment.

Each of the 22 markets produce 100 unique pack designs, in quantities between 5,000 to 50,000 each. This adds up 7m packages worldwide which is an indication of the scale of the operation. The challenge was to create packaging that was inspiring enough to be embraced by the markets, but simple enough to be executed to a high enough standard.

Describe how you arrived at the final design
We felt it was vital that in an overcrowded environment each pack should communicate the unique benefit of each product in a a striking, non-verbal way. We stripped away clutter, complex information and graphics and showcased the unique attributes of each product through creative metaphors that contrasted and interacted with the technology (busy bees for business wi-fi, sociable shoals of fish for social media specific phones and feathers for protection are just a few examples. The result was an impactful packaging range that was embraced around the world.

Give some indication of how successful the outcome was in the market
Of the 22 countries, all have adopted the new style, downloaded from a central resource, which means at least 7m packages in the new style are distributed from much more centralised resource.

The travel, labour and space costs alone are enormous, with Vodafone streamlining global production to become a much more energy efficient, and environmentally friendly operation. However, the real impact is on the shelves – a new level of global consistency and bold, clever packaging.