Global branding & packaging design agency Equator won two awards from the World Brand Design Society for projects completed with Molson Coors and PZ Cussons.
The Molson Coors project involved packaging for a limited-edition range of Coors Banquet ‘heritage cans.’ Equator’s approach was to leverage affection and nostalgia for the brand’s 149-year history, while making the new design relevant and engaging for a contemporary consumer.
The agency used information from Nielsen and Mintel data, reviewed company history and spoke with key stakeholders when developing the packaging. This approach to developing the creative strategy led Equator to the concept of the ‘golden hour’ with a half-and-half gold aesthetic, wraparound branding, and traditional typography, company officials said.
Meanwhile, the PZ Cussons project centered on Sanctuary Spa’s Christmas range of giftable wellbeing products, with Equator briefed to create one new core design across 20 gifts, with four key category drivers: natural ingredients, indulgence, finding moments for self-care, and creating a spa mood at home.
The overarching aim was to support Sanctuary Spa on its mission to showcase a world in which every woman believes self-care isn’t optional and prioritizes their wellbeing more often. The creative needed to bring to life the sensorial pleasure of the indulgent products on offer, capturing the essence of luxurious self-care moments.
“The World Brand Design Awards are known for being a gathering of amazing talent, showcasing exceptional best in class design, to win not one, but two awards with designs commissioned by both UK and US clients is a true accolade,” said Michael Duffy, vice president and global creative director at Equator. “Each of the winning entries posed very different challenges, requiring us to get under the skin of two very distinct consumer profiles to connect with hearts and minds. Both briefs were exciting and immersive in their own way.”