Investing in a quality set of knives should be a once in a lifetime experience so when designing the packaging for a comprehensive new range of Taiku knives attention was given to the way the product was presented by creating premium gift packaging. Damask and Cerra occupy a somewhat different yet no less challenging sector of the market. It is a price sensitive area where there are accepted norms regarding the way product is presented at point of sale.
Result
The bold use of typography combined with detail product imagery on both back and sides of the pack convey all the key features of the product in an interesting and dynamic way. At the same time, it creates a real point of difference and a draw to the consumer at point of sale With Taiku being launched Q3 of 2010 sales have proved to be extremely encouraging and its success in the market has led the way to stores taking both Cerra and Damask, both of which have only just been launched.
Solution
With Taiku, each knife is individually presented in a wenge presentation case. The case is held in a card sleeve carrying branding and product information. The sleeve uses a number of ‘special’ finishes including foil blocking, die cutting, matt lamination and a Jasmine blossom surface design overprint.
With both ‘Damask’ and ‘Cerra’, the packaging style is an adaptation of a more traditional approach. It comprises a die cut neoprene inner with a branded card outer and a PET protective sleeve.
