With the introduction of numerous new products into their sock range, Wilderness Wear adopted a change-over packaging concept for all items. There are sixteen packs in the new set, each with a unique photographic image, with the remainder being updated within production cycles. The packs are made up of two components: a custom designed and screen printed polypropylene hanging card, with a printed sleeve. Together these forms are a more economical packaging solution than previous and provide a stand-out presence for the product in one-to-one settings.
After an absence of update for some years, design of the 2016 product catalogue for Wilderness Wear took a lead from an impressive set of new product. Work on the project saw new content from cover to cover and involved extensive copywriting, location and still photography, along with updates to information relating to materials, design and technology.
The search for new materials for use in the technical outdoor clothing market is a highly competitive activity. So when Wilderness Wear developed an original hybrid material from Australian Merino wool and Schoeller polypropylene it saw rise to a new line of product branding and packaging for the product. Utilising a combination of natural and technical patterns, the positioning of MerinoFusion™ promotes ‘the best of both worlds’. Execution of the design has extended to online campaigns, catalogue features, retail display, public relations information and technical summaries.
Through the course of Dialogue’s first stages of work with outdoor technical clothing manufacturer Wilderness Wear, analysis of their unique selling proposition identified that the company was 100% Australian owned and their product was 100% Australian manufactured. Figurative addition of these figures provided the positioning statement for all branding and communication activity.
A revision of Wilderness Wear packaging design, involving scores of carton and wrap varieties, was applied to product after brand revision had taken place and the positioning statement ‘200% Australian’ set into action. All items took on colours from a natural, earthy palette and featured outdoor photography showcasing iconic Australian destinations for climbing, camping, skiing and associated activities.
The largest component of Shell's ‘Awana’ brand project was the international roll-out of the new service station livery. At the same time, executives in Australia were considering sky signage on the new Siedler-designed head office building on the corner of Spring and Flinders Streets, the south-east corner of the Melbourne CBD. Contract for the building had stipulated no visible branding, for the sake of the building’s design integrity, but the site was too much of an opportunity to ignore. The agreed solution involved simple placement of the new Shell ‘pecten’ around the unusual and irregularly shaped building top, and in a manner so only one presentation of the symbol could be seen from any surrounding vantage point. Concurrently, a series of short-term flags were set in series along the building forecourt.