The Packaging Council of NZ – tired of the one-sided, emotionally-led, media-driven public opinion – recognised that a new, fresh and contemporary corporate identity was key to engaging its members and key audiences in a more 'balanced conversation' about the ’goodness of packaging’.
Our thinking revolved around inviting people to open their minds to the multi-faceted role that packaging can play in meeting the growing needs and lifestyle demands of our evolving society – like longer use by dates to minimise waste and allow food to reach distant markets, or easy-open mechanisms for arthritis sufferers.
Our idea takes its inspiration from a packaging dieline and reworks it to construct a speech mark. This gives us a bold visual property and idea to play with and stretch in a number of ways to convey messaging across a number of different topics. Keep fresh.