Striking gold

Philips AVENT packaging for a brand new bottle range

In response to increased competition in the baby bottle feeding sector, and following a change in materials, Philips AVENT commissioned Point 6 to redesign two packaging ranges. The brief was for the packaging design to reflect the premium value of the new BPA-free ‘honey-coloured’ bottle, to introduce the new economy polypropylene bottle and to launch a new key positioning statement.

Working very closely with the product manager, we developed a design that worked hard to announce the new proposition and visually aid differentiation between the two offerings, whilst maintaining respect for the brand guidelines. Gold satin foil blocking and embossing were used to increase the perceived value of the premium ‘honey-coloured’ bottle while cool blue monotones were employed for the economy bottle.

Once the designs were approved we rolled out over 50 variants across nine different markets for the worldwide launch over a period of about two months. This meant creating one, two, three and four language templates from the final approved designs and managing the timing of approval to batches of artwork with the product manager to hit printers’ deadlines – all successfully achieved.