QMAG
PROJECT OUTLINE
QMAG approached us needing their packaging re-designed, from a standard brown bag to something with more shelf appeal.
The brief contained the key words, high-quality, trustworthy, reliable, consistent and Australian-made.
Our challenge was to transform the packaging to appeal to a variety of audiences from Australian farmers, through to industrial chemists and white-collar procurement managers. Customers buy EMAG for its performance and technical properties rather than shelf-appeal but it is important the product is easily distinguishable as EMAG. The second challenge was to ensure each variety was easy to distinguish on the shelf, not only by colour.
TOOLS
+ Adobe Illustrator
+ Adobe Indesign
+ Adobe Photoshop
DELIVERABLES
+ Brand identity development
+ Packaging design
+ Technical artwork
+ Mock-ups
PROJECT OUTLINE
QMAG approached us needing their packaging re-designed, from a standard brown bag to something with more shelf appeal.
The brief contained the key words, high-quality, trustworthy, reliable, consistent and Australian-made.
Our challenge was to transform the packaging to appeal to a variety of audiences from Australian farmers, through to industrial chemists and white-collar procurement managers. Customers buy EMAG for its performance and technical properties rather than shelf-appeal but it is important the product is easily distinguishable as EMAG. The second challenge was to ensure each variety was easy to distinguish on the shelf, not only by colour.
TOOLS
+ Adobe Illustrator
+ Adobe Indesign
+ Procreate
DELIVERABLES
+ Brand identity development
+ Packaging design
+ Technical artwork
+ Mock-ups
RESEARCH
We began our research into Magnesium and it’s structure. We knew the magnesium structure had legs to create a strong concept, looking further into the crystal structure shape and researching everything Magnesium.
EXPLORATION
A core part of packaging design is creating a memorbale brand experience, after discovering the Magnesium crystal structure was hexagonal, we realised we could utilise the M in QMAG & EMAG to begin creating a unique, purposeful design.
INSIGHT
We also explored the product and what sets each product apart from one another, there were 4 magnesium types that needed to be easily differentiated on the shelves. After discussions with QMAG, it was obvious the size of the magnesium was a key differentiator so we explored this further to develop our concepts.
PRODUCT EXPLORATION & RESEARCH
After research into the grains of Magnesium and an exploration of stacking various shapes the hexagon not only represented the density of the grain, but visually represented how the product would land if scattered over a field which is how the product is used. The bigger the grain, the more space, the finer the more condensed it would be.
From here we explored how this applies to the product, to create a visual language on the shelf. It was discussed colour shouldn’t be the only factor to differentiate the product so the pattern steps in, for quick and easy product reference.
PACKAGING RE-DESIGN
The re-design was for a suite of products, easy to identify on the shelves. The challenge was that each variety could be distinguished, not only by colour but by another distinguishable feature. We developed colours for each variety based on QMAG’s corporate colour palette, and using large numbers and varying patterns we were able to create 4 easily distinguishable products.
QMAG have launched the new packaging
and have rolled the range out nationally.
