Package Design - December 2013 - 10

SNAPSHOTS

Enterprise
Expansion

Respected Canadian favorite
undergoes redesign and line
expansion.

anadian dark rum brand Lemon Hart recently underwent a complete redesign and brand expansion by Perry
Visual Works Inc. (PVW [www.pvwdesign.ca]).
After Mosaiq acquired the brand from Pernod
Ricard, the challenge of creating a packaging
design worthy of the brand's rich history was
enthusiastically approached.
Perry Diavatopoulos, principal, creative/design
director at PVW explains prior to the design project, Lemon Hart was synonymous with the round
red bell graphic on pack. One of the biggest
questions to address approaching the redesign
and brand expansion was, 'How much equity is
there on this round red bell?' Diavatopoulos questioned, "Was it the red equity, or
was it the shape?" After research and discussion with Mosaiq, Diavatopoulos
determined "that it wasn't the shape." He
adds, "It is proven that our brain will process color before it processes shape. So,
if I were to put that diamond shape and
the round shape both in red, you will see
them as the same. The focus group qualified that assumption afterwards,"
The new two-part labels are now
printed on a metallized silver substrate,
pressure-sensitive, with eight to nine colors, including varnishes. Primary identifiers are embossed.
Challenged with creating a new
architecture that could accommodate a
line expansion, color selection and differentiation was imperative. A horizontal treatment was utilized,
replacing the former red bell. "This horizontal treatment provided a more efficient way to deal with ongoing line extensions and at the same time provide a consistent branding
platform for anything else that would be coming afterwards."
says Diavatopoulos.
The bottle structure changed to a stock pinched-neck classic rum or dark spirits bottle. PVW pursued a custom capsule
design for the new line extension. Produced by Enocapsule
(www.enocapsule.com), the custom capsule plays on the
Lemon Hart signature, with a matte-and-gloss finish.

DECember 2013

Double-digit
Design

Cosmetic packaging specialist
commemorates 10th anniversary with
perfume launch.

n honor of its 10th anniversary, Quadpack (www.quadpack.
com), has issued a limited-edition perfume, titled Wood.
The package design's directive embodies the idea that wood,
used as a packaging component can add dignity to luxury
brands.
The collaborative effort behind the Wood perfume development was made possible by Quadpack's partnership with
Premi Spa (www.premispa.com), designer and decorator of the
bottle and pump; Technotraf (technotraf.com), manufacturer
and designer of the inner and outer cap; GRC Parfume (www.
grcparfum.it), perfume developer; and filling partner, Maxim
(www.maxim-srl.com).
Wood was officially unveiled at LuxePack Monaco and is
intended to be a special gift, bestowed to clients and partners. A
shaded spray coating effect graces the bottom of the bottle and
was selected to evoke a dream-like, natural aura. Light brown
coloring is used for the copy, and foliage graphics drew inspiration from the wooden coloring of the cap. All graphics are carefully silk-screened onto the rounded surface of the glass
Hollywood style Premi bottle. A challenge faced along the way
encompassed creating a striking design with the logos of both
Premi and Technotraf, while maintaining the bespoke technique of the silk-screen process on the small, rounded bottle.
Anne-Laure el Khouri, trade marketing specialist at Quadpack, remarks, "The idea was to create something unique, something precious, paying attention to all the little but very
important details, with elegant finishing touches. The tapered
cap combined with the broad cylindrical bottle makes for a surprising silhouette; the gold anodised spray pump is the perfect
complement for the woody color palette; and the organza pouch
makes the whole package simply feel special, which is how we
wanted the recipient to feel when presented with their gift."

Package Design - December 2013

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