[MEL24]




Key Dates

30 November 2023 - Launch Deadline
14 March - Standard Deadline
13 June - Extended Deadline
21 June - Judging
10 July - Winners Announced

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Project Overview

Australian Primary Hemp (APH) is 100% Australian-owned and locally grown by farmers around Australia. From Paddock to the supermarket, they are committed to providing premium, all-natural hemp products. Their pet care brand, Field Day, was on the rise with new product development in the pipeline.

APH came to Davidson for assistance in redefining the current Field Day packaging architecture to ensure each product stood out in its category, was equally engaging in-store and online, and was relevant across their key markets, Australia and the US.

Project Commissioner

Field Day

Project Creator

Davidson Branding

Team

Strategy Director: Grant Davidson
Design Director: Michael Callan
Designer: Natalie Smith
Designer: Glen Crawforth
Client Service: Naomi Landau Eglick
Finished Artist: Barry Rochford

Project Brief

APH wanted to refine the strength of the Field Day brand across its product portfolio. As their brand grew to include more categories, they wanted to ensure a unified brand look and feel across the entire product range.

Davidson’s strategy and creative team did an extensive in-store and online audit of the brand, including category design observations, brand positioning of the category’s leading player, and assessing the strength of the current Field Day packaging design.

We facilitated a creative brand inspiration session based on these learnings, deep-diving into global benchmarks and best practices. This created a healthy debate around the style and direction the creative evolution of the packaging would take on.

Project Innovation/Need

We aimed to contemporize its image while maintaining its essence from the founder's inspiration from their playful dog. Retaining the concept of 'interactive play,' we sought to amplify the emotional connection between pets and their owners during playtime.

The packaging designs showcased dogs engaged in various playful activities, with the ball symbolizing the dot of the 'i' in the Field Day logo, emphasizing the interaction between the dog (the brand mascot) and the pet owner. To enhance visibility on shelves, distinct colors were assigned to each product, facilitating easy navigation for consumers.

The refresh emphasized the fusion of science and nature in the product while vividly bringing to life the brand's name, Field Day, embodying a vibrant celebration of outdoor joy and companionship.

Design Challenge

With a plethora of competitors in the market, the need to create a distinct visual identity was paramount. This involved crafting a design that not only caught the consumer's eye but also succinctly conveyed the unique advantages of Field Day's products.

Achieving this balance required thoughtful consideration of color schemes, typography, and imagery to ensure maximum shelf visibility while communicating the brand's values and product attributes effectively.

Effectiveness

“We loved working with Davidson on the Field Day brand. They went above and beyond to understand the core of our business and brand. They executed beautiful designs that not only embraced the spirit of Field Day but also the commercial setting where it would be sold. The team was talented, collaborative, and a pleasure to work with.” – Natalie Butler, General Manager.




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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