CBA B+G won 1
gold, 4 silvers and 1 bronze awards for KLEENEX Tube innovation project, TWININGS Decorated Tins, PURINA REVENA and PURINA PRO PLAN.
Ludovic Dapoigny, Managing Partner at CBA B+G and the Designer Marina Lopes were at the Award Ceremony. CBA B+G was also present at the ABRE Award with a jury, represented by Rodrigo Costabeber, Creative Director.
This project received gold in the Cosmetics and Personal Care packaging.
CBA B+G commented – ‘our challenge was to create a new brand architecture and portfolio management for Kleenex products with the clear objective to seduce modern women. The Tube package, innovative in the segment, is attractive and offers various practical benefits. After having developed the identity for the entire Kleenex tissues product line, we applied four different patterns from the Plastic Artist Romero Brito, generating a huge reinforcement for the brand, considerably increasing the awareness and causing a wider presence in women’s daily life’.
This project received silver in the Non-Alcoholic Beverages Graphic Design.
CBA B+G mentioned that the brand already has these kinds of special editions that are very well known and loved by the consumers outside Brazil. ‘These three packages brought this tradition to our country, with equally sophisticated and original propositions. Our greatest challenge was to communicate the sensations and flavors from the teas. That’s why our team has worked on an immersion, tasting the products and describing sensations such as refreshing, spicy, relaxing and sweet. These multi-sensorial words oriented us to create the patterns for each product, with colors and graphic icons that convey the teas flavors on a specific floral pattern’.
Purina Revena received silver in the General Products Graphic Design, and Purina Pro Plan received silver in General Products Packaging category and Functionality and bronze for General Products Redesign.
‘For PURINA REVENA, our team took inspiration from domestic elements to develop packages and communication materials. One of the references is the Paradise Flower that gave life to the whole color palette, with a special blue predominance that attributes a premium character for the product. Besides that, we used a ‘Mandala’ image, an element that gathers divine and nature diversity and the claim ‘Balance is in Diversity’.
As for the PURINA PRO PLAN packaging project, our strategy was to use the dog images in close, highlighting the eyes, snout and fur, demonstrating healthy animals and generating an emotional bond with the consumer. These packages gained a lot of strength at the shelves, communicating the benefits in a direct way’. PURINA PRO PLAN new design allowed a 10% sales increase since October 2013.