Wilsons Dog Food Packaging by Gary Lawson

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DESIGN DETAILS
DESIGN NAME:
Wilsons

PRIMARY FUNCTION:
Dog Food Packaging

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
Critical to the rebrand was the replacement of the heavy multi-layered paper sacks that were superseded by lightweight foil fresh bags.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.

PROJECT DURATION AND LOCATION:
The project concepts and research were started in 2018 and developed and completed in 2019 Carlisle, Cumbria, UK

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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

RESEARCH ABSTRACT:
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.

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.

ADDED DATE:
2019-10-30 18:05:03

TEAM MEMBERS (1) :


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

Visit the following page to learn more: http://bit.ly/36nJ0uO
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Lawson Design

PROFILE:
Design with punch and purpose. Planning, creating and developing unique powerful brand identities, striking packaging design, and effect communications materials, for organisations of all sizes, throughout the UK. Boasting more than 30 years of creative industry experience Lawson Design is the trading name of designer Gary Lawson, previously founder of multi-award-winning G1 Creative®, and more recently Creative Director at Colourmedia Solutions.

NOMINATION DETAILS

Wilsons Dog Food Packaging by Gary Lawson is a Nominee in Packaging Design Category.

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AWARD DETAILS

Wilsons Dog Food Packaging by Gary Lawson is Winner in Packaging Design Category, 2019 - 2020.



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