Redesign of the packaging and marketing materials for an omnichannel launch. Inspiration was drawn from paper sculpturists and fine artists to construct and photograph a unique paper composition for each product. The applied graphics promote the respective color segmentation by usage type. Secondary segmentation supports a good-better-best tiering system, which is achieved through both color and substrate. Product names were simplified and type size of the primary product names was generously enlarged for ease of shopping, which proved to be successful in subsequent consumer testing.
Once new packaging was tested and approved, assets were developed to support omni-channel marketing efforts. A complete launch kit was developed for all vehicles, including planogramming, retail signage, sales collateral, catalog ads, and photography assets for all print and web use.
A style guide for launch was also created to communicate and regulate changes from old to new packaging.
The success of the new packaging and the full launch led to the program serving as the pilot for conversion of all other Office Depot Brand packaged products. The new package design was also awarded a 2014 American Package Design Award.
CREDITS:
Creative Director: Mary Sarlo Carmichael
Design Manager: Marjolijn Chung-Elbert
Designers: Mary Sarlo Carmichael, Marjolijn Chung-Elbert, Ashley Meyer, Karla Butler
Photographers: Mark Hickman, Kristine Evans
Copywriters: Mary Sarlo Carmichael, Aaron Stoklosa, Christa Sands
Sr. Production Manager: Carmine Longo
Production Manager: Maximus Kahng
Production Designers: Ludwig Galvis, Terry Coffy, Rodrigo Patino
Print Manager: Sharon Gross
Design Manager: Marjolijn Chung-Elbert
Designers: Mary Sarlo Carmichael, Marjolijn Chung-Elbert, Ashley Meyer, Karla Butler
Photographers: Mark Hickman, Kristine Evans
Copywriters: Mary Sarlo Carmichael, Aaron Stoklosa, Christa Sands
Sr. Production Manager: Carmine Longo
Production Manager: Maximus Kahng
Production Designers: Ludwig Galvis, Terry Coffy, Rodrigo Patino
Print Manager: Sharon Gross
