Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī by Gary Lawson

Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī by Gary Lawson is a highly esteemed winner of the very prestigious 2020 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2020

Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī

by Gary Lawson

Client: Lawson Design

A' Design Award Parahi Winner in Takai Category

11,748

Verified Award Winner

Verify Award Status for #94058

Uru Rārangi Tatari Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī

Kōrero Pukapuka: He hoahoa whakakopaki a Wilsons mō te kai kurī pēhi mātao. E toru ngā hua o tēnei kāhui, ā, ka tukuna ia mea i roto i ngā pēke 2.5 kg me te 10 kg. Ka takai ngā whakaahua o ngā whenua o ngā Moutere o Piritene huri noa i ia pēke, ā, kei ia hua tōna ake ingoa me tōna ake tae kōwhiri. Ka tāia ngā pēke ki te CMYK mā te flexography me ngā waitohu wai-tūāpapa i runga i tētahi uhi mōwai o te waitohu mā, kātahi ka whakaotihia ki tētahi whakamaru mārama parakore. Ko ngā pēke kōeretini māmā, me ngā tāpiri ziputa ka taea te whakakapi anō, e whakakapi ana i ngā pēke pēpa taumaha, e pupuri ana i te kai kia hou ake mō te wā roa, ā, e āwhina ana ki te whakaiti i te para.

The Recognition

About the A' Design Award Parahi

Ko Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Wilsons Mahi Tuatahi: Te Whakakopaki Kai Kurī i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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