Packaging design is a serious business. Packaging makes up to 60% of the decision to buy at point of purchase.
The packaging design process? Well that’s something else entirely. Sometimes it’s best if you just want to have fun.
Last year, Ogilvy & Mather Prague won In Book in Packaging Design for thinking inside the box.
“Clavin is a hugely popular over-the-counter erectile dysfunction remedy. Introduced in 1999, it has been the market leader in the Czech Republic since 2006, yet its customers are mostly over 40 years old. We were asked to use humour and refocus the product on a younger target audience. We used the locally well-known box and logo from the original design to conceal a subtle but significant design change, which perfectly demonstrated the product benefit.”
Credits:
Designer: Daniel Kupr
Art Director: Jiri Langpaul
Creative Directors: Will Rust & Tomas Belko
Copywriter: Jiri Langpaul
