Designers

Alloy captures Original Source Brand In New Packaging

Product Designers Alloy have created a new packaging brand identity for the PZ Cussons’ Original Source range – a bespoke structural proposition that captures the key attributes of the brand.

PZ Cussons took the decision to revamp the existing packaging following their acquisition of the Original Source brand. With a broad portfolio in consumer products for world leading brands such as BT, HP and Toshiba, Alloy won the work on the basis of technical and creative expertise. When first launched, the Original Source proposition was quite revolutionary in the personal care sector– with simple bold graphics proclaiming a strong message – natural products for confident, adventurous individuals. Following acquisition, PZ Cussons soon realised that the successful bright colours and signature black cap were being heavily copied by private label rivals – prompting the redesign. The design brief called for iconic packaging to reflect the Original Source brand proposition: strong, honest and confident. Although the project encompassed a complete redesign of both the graphics and structure, the design of the structure became the key driver with the graphics following its lead. In the early stages of the rigorous design process, workshops with end users explored brand associations and structural cues. These were followed up with in-depth focus groups to determine and validate directions for the design. Poise, the selected concept, incorporates both humanistic and natural elements. The strong upright tapering form is striking in elevation and can be carried across all elements in the range. Its stance is eager, its boldly cut polished face angled towards the consumer. The touch surfaces are etched and tactile for better grip in the wet and create a strong contrast with the front face. Further demonstrating the attention to detail they are known for, Alloy worked to specify all aspects of the design, working closely with toolmakers to achieve the optimum opening mechanisms, and creating a bespoke ‘new black’ for the cap identity colour. The pearly blue black resonates with the strong, bold colours found in nature. The range redesign comprises new packs for shower gel, shampoo, conditioner and bath foam. A tottle is used for both the shower gel and conditioner – this is seen as the optimum solution for the very thick formulations that characterise these Original Source products. To differentiate an upright bottle is used for shampoo and bath foam. The new packs will be available in the shops from the end of February. “The new structural identity for the PZ Cussons Original Source range represents a bold step, that reflects and reinforces the brand proposition every step of the way.” Louise Jeeves, Brand Development Manager, PZCBI