Wilsons Príomh-Fheidhm: Pacáistíocht Bia Madraí by Gary Lawson is a highly esteemed winner of the very prestigious 2020 Duais Umha A' Design Award in Dealbhadh Pacaidh Competition Category.
UmhaPacadh· 2020
Wilsons Príomh-Fheidhm: Pacáistíocht Bia Madraí
by Gary Lawson
Client: Lawson Design
Duais Umha A' Design Award Winner in Pacadh Category
Verified Award Winner
Verify Award Status for #94058The Design
About Wilsons Príomh-Fheidhm: Pacáistíocht Bia Madraí
Téacs Leabhair: Is dearadh pacáistíochta é Wilsons do bhia madraí fuar-bhrúite. Clúdaíonn an raon trí tháirge, gach ceann acu ar fáil i málaí 2.5 kg agus 10 kg. Fillann léaráidí de thírdhreacha Oileáin Bhriotanacha timpeall gach mála, agus tá ainm agus pailéad datha ar leith ag gach táirge. Clóbhuailtear na málaí i CMYK trí fhlexagrafaíocht le dúigh uisce-bhunaithe os cionn brat tuile de dhúch bán, agus ansin críochnaítear iad le vearnais chosanta ghlan. Tagann málaí feille éadroma le dúnadh sip ineoclóchtha in ionad na málaí páipéir troma, rud a choinníonn an bia úr níos faide agus a chuidíonn le dramhaíl a laghdú.
The Recognition
About the Duais Umha A' Design Award
Tha Wilsons Príomh-Fheidhm: Pacáistíocht Bia Madraí air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Wilsons Príomh-Fheidhm: Pacáistíocht Bia Madraí na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Wilsons Príomh-Fheidhm: Pacáistíocht Bia Madraí a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Wilsons Cold Pressed dog food is a new, high quality product requiring a powerful and unique brand identity. Individually named, with beautiful colour palettes, the inspiring landscape illustrations wrap around the foil-fresh packaging. The overall design scheme's focus is not simply on the dog, but the wellbeing of both the owner and their beloved pet.
- Dimensions & Packaging
- The 3 products are available in 2 sizes 2.5kg and 10kg, dimensions are 192 x 100 x 400mm and 365 x 115 x 710mm.
- Tags
- pet food, packaging design, pet food packaging designer, graphic designer, brand redesign, pet food branding, Wilsons pet food, cold pressed dog food, vector illustration, vector art, UK
- Production Technology
- Both the 2.5kg and 10kg bags were printed in CMYK using the flexography printing process. Environmentally responsible water-based inks were used throughout, a flood coating of white ink was applied below the process colours to boost vibrancy. Finally, the foil bags were varnished with a clear sealing coat to protect the surface.
- Design Challenge
- Within an ever-growing and competitive market place, Wilsons needed stand-out packaging to complement its stand-out product range. The client brief was clearly defined, reflect the quality within. Wide-open spaces, the beauty of nature, and the quality of life featured high. Illustrative style and individually named products would work together to convey refinement and modern dietary thinking.
- Research
- Off the mark, we were able to establish the scope and potential of this project through a thoroughly researched and detailed client brief. The aspiration to design a standout brand that captured the essence and breadth of the British Isles was our goal. Through a series of colourful illustrations, the resulting visual brand set itself apart on the shelves of the UK's pet food stores.
- Inspiration
- Influenced by market trends for high-grade ingredients and modern production methods, Wilsons Cold Pressed dog food has achieved superb results. The range necessitated a distinct style that would convey a sense of freedom, healthy living, and quality of life. Lawson Design drew upon the landscapes of the British Isles. From the dramatic highlands of Scotland, the dark mountains of Wales and the lush countryside of England and Ireland. The result is a range of packaging that captivates the essence of nature and tranquility, for pet and owner alike.
- Project Duration
- The project concepts and research were started in 2018 and developed and completed in 2019 Carlisle, Cumbria, UK
- Operation Flow
- Critical to the rebrand was the replacement of the heavy multi-layered paper sacks that were superseded by lightweight foil fresh bags. With the added benefit of resealable zip closures, the product's life span is extended, helping to eliminate needless waste. The overall effect is a revitalised product, packed with nutritional ingredients, using modern production methods and all delivered in a contemporary design driven by passion and a commitment to quality.
- Image Credits
- Image #1: Designer Gary Lawson, Illustrator Gary Lawson, Digital Artwork Gary Lawson
Image #2: Designer Gary Lawson, Illustrator Gary Lawson, Digital Artwork Gary Lawson
Image #3: Designer Gary Lawson, Illustrator Gary Lawson, Digital Artwork Gary Lawson
Image #4: Designer Gary Lawson, Illustrator Gary Lawson, Digital Artwork Gary Lawson
Image #5: Designer Gary Lawson, Illustrator Gary Lawson, Digital Artwork Gary Lawson
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