Project Overview
James Graham is an English former professional rugby league footballer who played as a prop for St Helens in the Super League, and at international level for England and Great Britain. James and his team have developed a new high performance granola "Pre-Match Meal". The team at Creatik have developed a striking identity and packaging design system that creates a strong foundation for an expanded product range in the highly competitive fast moving consumer goods market.
Project Commissioner
Project Creator
Team
Creative Director - Dan Clark
Design Director - Adelle Chang
Senior Designer - Tracy Jack
Project Brief
Pre-Match Meal is a new granola product developed by professional athlete
James Graham. Our brief was to establish the foundations of a product range to expand and grow in time, through brand development and a packaging design system. The solution needed to appeal to men and women, reflect power, endurance and health attributes and stand out in the marketplace as a professional athlete energy option.
James is also a Director on the board of the Concussion Legacy Foundation. $1 from every sale will be donated to the foundation. This is a cause close to James’ heart and a key requirement of the packaging brief was to highlight this cause and donation.
Project Innovation/Need
Extracted from the brand mark, the hyphen tipped on its side creates an upward movement and lends itself for use as a flexible graphic motif. This device was incorporated through patterns, creating a dynamism and agility across the pack as well as its use with information across each face of the packaging.
Completion of in-depth market research and analysis allowed for the bold implementation of striking blue typography and accents to bring a premium feel and a fresh shelf presence when competitors are opting for a more organic approach.
A powerful sanserif typography was pared with a textured cursive font to broaden the market appeal as a gender neutral product and embed an authentic, premium handcrafted quality.
Clearly structured information increases the accessibility for consumers, effectively communicating nutritional benefits. Carefully crafted language provides a warmth and personality to the brand to connect with consumers.
The packaging design also acts as an informative media, raising awareness and funds for Concussion Legacy Foundation. $1 from every sale will be donated. to the foundation.
Design Challenge
A key challenge in the development of Pre-Match Meal packaging was to create a design that reflected James’ personal goals and values without compromising on the competitive edge of a marketable product.
The design team were also very conscious to uphold and protect James' personal brand equity.
Effectiveness
The result is a visually striking brand that reflects James’ personal goals and values, without compromising on the competitive edge of a marketable product and a scalable brand system. The feedback received to date from the client and stakeholders has been remarkably positive, commending the way Creatik's design has met all of their requirements. This product will be accessible to consumers in spring 2023.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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