Depot Creative’s work comes in many different shapes and sizes. The scope of the brief for Tommee Tippee spanned structural packaging design, graphic design and the brand’s guideline document. The brief was to develop the master brand architecture for five product categories across 100 SKU’s. The packaging brief was to generate new structural design using innovative substrates to differentiate between the value for money, mid and premium offerings.
Depot Creative’s design intended the structure as part of the brand experience and to create maximum impact at point of purchase. Extruding parts of the clam shell created increased stand-out for the brand mark and its key features. There were two pack expressions developed – (1) one for tamper proof closed products and (2) the other for open products that had high levels of interaction. The range restructure encompasses the broad product range for babies through to toddlers from functional to educational.
The rigorous master architecture secures cohesion across the varying pack formats and multiple SKU’s. The result convey quality and reassurance communicating the right messages to the primary target market comprising first time mothers and parents of toddlers.
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