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OVERCOMING ‘NO’S’ LEADS TO AWARD WINNING PACKAGING

Overcoming "No's" leads to award winning packagingLOS ANGELES, CALIF. – When Van Stamey, CEO of ThermaFuse Healthy Hair Products of Kannapolis, N.C., accepted a First Place golden statuette in package design from the 2007 Mobius Awards for advertising, he said the award was proof you can create a winner if you don’t take “no” for an answer.

ThermaFuse was among 11 First Place Mobius winners in Package Design and Package Redesign in the competition.

The ThermaFuse packaging, developed by Joni Rae and Associates of Encino, Calif., needed considerable space for listing ingredients and explaining product use, and the traditional two-sided container would not work. The solution was a three-sided container that brought even more “No’s,” according to Rae.

“The potential hurdles for this type of component included a litany of concerns such as: ‘the seams will burst,’ ‘the bottle won’t  squeeze properly,’ ‘the product won’t evacuate properly,’ ‘it’s nearly impossible to decorate,’ ‘customers won’t know which panel to read first,’ ‘it won’t pack well in cases,’ ‘it doesn’t fit comfortably in the hand,’ ‘it requires special equipment to fill the bottle,’ ‘it’s too challenging to ‘marry’ the closure to the bottle,’ and, of course, the potentially devastating, ‘it’s just too costly and will not support the affordable-pricing brief,’ ” Rae said.

Eventually each of the “No’s” was successfully countered, resulting in a package collection that was ergonomically friendly and visually impactful, Rae said.

The color palette was chosen based on hair type and shelf appeal. Since the product promotes hair healing through heat, blues, oranges and yellows -- both warm and cool colors – visually represented the process. Design techniques such as two-color deco-screening and four-color plus metallic icon label, along with a six variant color bottle palette on an innovative shimmer colorant surface contributed to the imaginative aesthetic of the package collection.  Special pull-up labels were used on two-sided containers to accommodate additional extra “educational” space for copy points.

Other First Place Mobius Award winners were:

ALIXIR PRODUCT RANGE (UNITED KINGDOM) 
Food, Beverages; Food (All Products)
Design Studio:  Williams Murray Hamm, London  

BNJ COCKTAIL SET (UNITED KINGDOM) 
BEVERAGES: ALCOHOLIC 
Agency:  Williams Murray Hamm, London  

ANTHONY'S SUPER SCHNAPPS CANISTER (GERMANY) 
BEVERAGES: ALCOHOLIC 
Agency:  Kolle Rebbe Werbeagentur GmbH, Hamburg  

CLASSICAL MUSIC EXQUISITE (TAIWAN) 
RECREATION: 
Design Studio/Production Company:  Chi Mei Fine Art Ltd., Tainan
This design won Best of Show.

FARM FRITES (UNITED KINGDOM) 
FOOD: (ALL PRODUCTS) 
Advertiser:  Farm Frites  
Design Studio:  Design Bridge, London 
Farm Frites’ new sub-brand name 'Nature's Goodness' communicates the healthier brand positioning in a single-minded way. Inspired by Farm Frites' real farm origin, Design Bridge created the ultimate natural solution: A 'potato sack' design that clearly differentiates the brand either at point of delivery or in the freezer at the wholesalers. Inspired by its Healthy Marketing process, Farm Frites has since re-focused its company values to ensure a healthier outlook across its portfolio.

JANZEN (USA) 
BEVERAGES: ALCOHOLIC 
Advertiser:  Bacio Divino, Rutherford, CA  
Design Studio:  CF Napa, Napa, CA 
Creative Director: David Schuemann 
Art Director: David Schuemann 
Designers: Sara Golzari, Sali Golzari 

MUNCHY SEEDS PRODUCT RANGE (UNITED KINGDOM) 
FOOD: SNACK FOODS 
Client: Munchy Seeds, Leiston
Agency:  Zigguraut Brands, London  
The new Munchy Seeds tubs feature a host of hungry birds created by hand models and a skilled body painter. A toucan, goose and rooster appear to peck at the Munchy Seeds typography, which also features seed-shaped counters in the lettering. The Munchy Seeds branding also incorporates other hand-animals – zebra, horse and crocodile which unify the product range and ensure consumer recognition via the single creative idea. It has immediate impact, effectively disrupting the fast growing seed category. The branding works across all marketing collateral and will appear throughout corporate stationery and website communication. Munchy Seeds is a proprietary brand and a market leader in the healthy snacking sector. Its owners, Lucinda and Crispin Clay, developed the product from a recipe originally conceived in New Zealand by Lucinda’s grandmother.

Ziggurat and Munchy Seeds conducted workshops to understand the consumer’s mindset and category nuances, ensuring that the client and the agency shared an understanding for the brand’s essence and desired brand positioning. It was not surprising that the workshops revealed that many parents are increasingly health conscious, wanting to encourage children to eat nutritious foods. 

TESCO FINEST READY MEALS (UNITED KINGDOM) 
FOOD: SUPERMARKETS 
Client: Tesco Supermarkets
Design Studio:  P&W Design Consultants, London 
Creative Directors: Simon Pemberton. Adrian Whitefoord 
Designer: Catherine Baker 

TESCO SMOOTHIES (UNITED KINGDOM) 
BEVERAGES: SUPERMARKETS 
Client: Tesco Supermarkets
Design Studio:  P&W Design Consultants, London 
Creative Directors: Simon Pemberton, Adrian Whitefoord 
Designer: Liway Skelding-Jones  
"We have created a playful language and quirky, charming illustrations to convey the health benefits of the range's natural ingredients. The aim was to personalize the brand and engage the customer," said Adrian Whitefoord, founder of P&W. 
The packaging features a cartoon-like graphic labeled "This is how our smoothies are made," meant to underline the fact that all ingredients are natural. 

WAITROSE CHOCOCHIC (UNITED KINGDOM) 
PERSONAL ARTICLES & GIFT ITEMS: FOOD 
Design Studio:  Pure Equator, Nottingham 
Creative Director: David Rogers 
Designer: Tamara Johnson 
The Chocochic design was inspired by the exquisite feminine fashions, patterns and striking handbags and hatboxes of the fashionable 1950s. Fast forward to the year 2007 and the addition of brown and silver foils combined for that touch of sparkle. 

Winners of Second Place Certificates for Creative Excellence are:

HIGGIDY PRODUCT RANGE (UNITED KINGDOM) 
FOOD: (ALL PRODUCTS) 
Advertiser:  Ziggurat Brands, London  
Sussex-based Higgidy had built up a wide clientele for its unbranded pies among gastropubs, delicatessens, restaurants and small supermarkets since it was launched in 2003 by husband-and-wife team Camilla Stephens and James Foottit. Its new branded identity features dark colored boxes with contrasting illustrations and text in pink and blue and a peep-hole window, design to mimic pastry fluting, to display the baked toppings.   

JING TEA PRODUCT RANGE (UNITED KINGDOM) 
BEVERAGES: NON-ALCOHOLIC 
Advertiser: Jing Tea,  
Design Studio:  Williams Murray Hamm, London  

LIBERATION NUTS (UNITED KINGDOM) 
FOOD: SUPERMARKETS, FOOD STORES 
Client: Tesco Supermarkets
Design Studio:  P&W Design Consultants, London 
Creative Directors: Simon Pemberton, Adrian Whitefoord 
Designer: Lee Newham 

MICROSOFT VISTA PACKAGING (USA) 
COMMERCIAL PRODUCTS: SOFTWARE 
Advertiser:  Microsoft Corp., Bellevue, WA  
Design Studio:  Hornall Anderson Design, Seattle, WA 
Creative Director: Jack Anderson 
Art Director: Andrew Wicklund 
Designers: Andrew Wicklund, David Bates, Elmer dela Cruz 
Designers: Jacob Carter, Peter Anderson
Copywriter: Sally Bergesen  
Designed to be user-friendly, the new packaging is a small, hard, plastic container that’s designed to protect the software inside for life-long use and still display well on the shelf.  Microsoft’s plan is to extend this packaging style to other Microsoft products after the launch of Windows Vista and 2007 Office system.
RALEY'S NOB HILL SOUPS (USA) 
FOOD: SUPERMARKETS, FOOD STORES 
Design Studio:  Daymon Worldwide Design, Stamford, CT  

ROYAL RUMBLE - THE COMPLETE ANTHOLOGY 1988-2007 (USA) 
RECREATION: PROMOS FOR: DVDS 
Agency:  World Wrestling Entertainment, Stamford, CT  

SAUZA HORNITOS REDESIGN (USA) 
BEVERAGES: ALCOHOLIC 
Agency:  Akimbo, Chicago, IL  
Beam Global Spirits & Wine, Inc. a unit of Fortune Brands Inc. and Hornitos™ Tequila, a member of the Sauza® family, in September 2007 unveiled an aggressive advertising and re-positioning marketing campaign ($15 million) that included a bottle redesign. Hornitos, originally available as a reposado tequila, has two new variants – Hornitos Plata and Hornitos Anejo. The "Fine Line" campaign plays off of the notion that a fine line represents where two things seemingly at odds come together to create balance, harmony, and excitement. Consistent throughout all creative executions is an icon of a fine line in the signature green color of the Hornitos bottle, along with the brand's new tagline "experience the fine line of tequila." The new consumer print execution shows an image of a red devil's wing, tail, and flames with a fine green line intersecting a parallel image of an angel's wing with beams of light. The distinctive Hornitos bottle rests on the fine green line, with both images at opposite sides, representing the perfect combination. The newly designed Hornitos bottle brings together key elements from the original bottle designed in 1950 and the brand's latest iteration. Pentagonal in shape, the new bottle boasts a label in the shape of a large agave leaf on the front in the iconic Hornitos green. The label simply reads "Hornitos" in red with authentic sub-lines reading "100% puro de agave" (100% pure agave) and "Este fino tequila se dejó reposar a la perfección con el tradicional método artesanal mexicano" (this fine tequila is rested to perfection using the traditional Mexican artisanal method). The bottle cap is also in the striking Hornitos green with horizontal ridges at the top.

WIRTSCHAFTSWUNDER (ECONOMY MIRACLE) (GERMANY) 
CLOTHING, FOOTWEAR: MEN'S & WOMEN'S AND/OR CHILDREN'S 
Advertiser:  RTS Rieger Team Werbeagentur GmbH, Leinfelden-Echterdingen  
Agency:  RTS Rieger Team Werbeagentur GmbH, Leinfelden-Echterdingen

 

The Mobius Awards