New Zealand brand and design company Interbrand has been recognised for its work on Kiwi luxury cosmetics brand Snowberry after its package design was awarded silver in the Bath, Beauty and Health category at the first ever Dieline Awards.
The awards were held in partnership with the FUSE Conference, one of the world's biggest design, brand identity and packaging events, in Chicago and attracted over 800 international entries, of which just 30 received recognition.
Brad Green, executive director brand strategy and creative at Interbrand New Zealand attended the awards and says it’s a big achievement to be acknowledged in the same league as the agencies and brands that inspire their own work.
"To see Kiwi work on the design world stage is a huge achievement not just for us but also for our local industry. At the heart of this project was the collaborative approach with Snowberry from conception to delivery. Together, we decided to tackle an already crowded market and the many larger players deeply entrenched in the category with a stance on environmental sustainability, and an ultra-premium product with a high level of efficacy.”
The brand identity and packaging was created in partnership with Rob Ryan, a London-based artist, whose work gave life to the Interbrand vision and provided a beautiful piece of artwork.
“There are several thousand new cosmetics and skin care products launched globally every year, and hundreds of new brands. For consumers, distributors and retailers it is truly a bewildering choice. For those new brands that have not discovered the ‘miracle ingredient’ that would instantly confer competitive advantage, and that’s just about all of them, the visual identity is the critical factor in attracting the market’s attention. It is the one factor that instantly differentiates. It is the one factor that can commence to tell a story that resonates with target consumers. It is why Snowberry invested in identity design and the unique art of London’s Rob Ryan to start to tell the Snowberry story. It is one way in which New Zealand firms can compete at the highest level.”
The awards are judged by a highly esteemed panel of 10 industry experts, and awarded based on quality of design (check out the cool trophy options that were decided on by readers of TheDieline.com and also the whole range of winners).
Dow Design’s strategic rebrand of the Fresh’n Fruity yoghurt range was recently featured in Box Bottle Bag, which is written and compiled by Andrew Gibbs, the Dieline's editor in chief.