We were approached to create packaging for the launch of two collections. The challenge was to retain the fun eccentricity and personality of the brand whilst creating a modern luxury aesthetic, ensuring that the creative was consistent with the existing range.
Auditing the brand and product range enabled us to understand Dick Winter’s market positioning. We found, despite the premium price point, the packaging communicated a novelty persona which translated into shoppers only seeing it as a gift. This insight framed our thinking and enabled us to concentrate on ensuring the packaging emphasised the quality product, without losing the brand’s British sense of humour.
We collaborated with International Illustrator, Alex Green to create imagery for the Heritage collection. His quirky, modern style was chosen to impart the brand’s British charm, with the palette and design ensuring the product had a premium appearance. For the second collection, an elegant and refined design was created to portray the sophistication of the Black Tie collection.