Wilsons 반려견 사료 패키지 디자인 by Gary Lawson is a highly esteemed winner of the very prestigious 2020 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2020

Wilsons 반려견 사료 패키지 디자인

by Gary Lawson

Client: Lawson Design

A' Design Award 동상 Winner in 패키징 Category

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Colors

The Design

About Wilsons 반려견 사료 패키지 디자인

Wilsons는 저온 압착 방식으로 만든 반려견 사료를 위한 패키지 디자인이다. 제품군은 세 가지로 구성되며, 각 제품은 2.5kg과 10kg 두 가지 용량의 봉투로 제공된다. 영국 제도의 풍경을 담은 일러스트레이션이 모든 봉투를 감싸듯 펼쳐지며, 각 제품은 고유한 이름과 색상 팔레트를 지닌다. 봉투는 백색 잉크를 전면에 깔고 그 위에 수성 잉크를 사용한 플렉소 인쇄로 CMYK 인쇄를 진행한 뒤, 투명 보호 바니시로 마감했다. 재밀봉이 가능한 지퍼 클로저를 갖춘 경량 호일 봉투는 무거운 종이 포대를 대체하여 사료를 더 오래 신선하게 유지하고 폐기물 감축에도 기여한다.

The Recognition

About the A' Design Award 동상

Wilsons 반려견 사료 패키지 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Wilsons 반려견 사료 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Wilsons 반려견 사료 패키지 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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