Image Credit : Rachael Finch Photography by: Deanna Gerlach
Project Overview
Like all good product design, Kissed Earth was inspired by a belief that there was a better way. As someone who knows how important it is to eat real foods to heal our bodies, Rachael Finch - founder of Kissed Earth - saw a gap in the market for a pure collagen supplement. And so she did what any good entrepreneur would, and created a better product. She set her heart on developing a premium grade, 100% pure collagen from carefully sourced ingredients, free from synthetic or artificial ingredients. Kissed Earth engaged Creatik to develop the brand direction and packaging design for the July 2019 launch.
Project Commissioner
Project Creator
Team
Kylie Gould: Creative Director
Louise Thomas: Brand Strategy & Naming
Track Jack: Art Director
Dan Clark: Art Director
Sofia Merkoureas: Design Manager
Cassie Bryant: Graphic Designer
Project Brief
It's fair to say the health & wellness industry is drowning in new products. So it's no surprise consumers don't know which brands to trust or which brands to choose. That, in essence, was our brief. How to cut through; and how to express the business philosophy to drive preference with quality health conscious consumers.
Kissed Earth wanted a pure, earthy and luxurious brand. We worked closely with Rachael and her team to understand what made their products different and better, and set about creating a brand that would reflect these qualities and help consumers to choose better.
Project Innovation/Need
Product naming was an opportunity to develop a unique tone of voice for Kissed Earth to connect with the consumer. We developed product names that were emotive and suggested the benefit to consumers, as opposed to being purely descriptive. Such as Replenish instead of Vegan Protein, and Brilliance instead of pure collagen.
The design focused on clean lines and tactile finishes that feel good to touch by mixing matte and gloss finishes. The result is a contemporary and luxurious packaging suite that reinforces the quality and care that goes into creating a premium grade range of collagen and vegan protein products.
As a trusted voice in the health and wellness market, people rely on Rachael for her honest, well-researched and simple approach to eating real food to boost health. To help reinforce the credibility of the product we suggested including a personal touch from Rachael on the packaging. What evolved was a short note and hand-written sign-off. What better way to give people trust in the new products, than a personal sign of approval from Rachael.
Design Challenge
The challenge lay in the print production. The solution is a great example of applying design thinking to solve a problem.
Kissed Earth wanted a luxurious feel for their brand. Our preferred design solution called for a combination of matte, gloss and metallic finishes, but as with most new business ventures, production budgets were tight. The end result is a layered print over a foil substrate. The matte layer reflects the earthy, natural tones of the product. The gloss layer adds a luxurious touch. And the metallic accents help to elevate the brand. We were able to do this without using metallic inks or compromising on the design integrity.
Effectiveness
Kissed Earth launched on the 17th of July 2019 and at the time of writing, had already gained 5.5k followers on Instagram. The initial interest is a healthy indicator of a successful launch during the current presale period. We are as proud and excited as Rachael to see the consumer response. Stay tuned!
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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