Re-design of the entire packaging range of Livi brand SKUs. Australian company Solaris, a division of Asia Pulp Paper, chose Sydney agency Percept, to work on this project
Solaris knew that by redesigning the packaging of their entire range of SKUs, it would improve their chances of increasing marketshare for their Livi brand. Products include items such as kitchen towel, toilet tissue and facial tissues.
Based in Sydney, Solaris, are a division of Asia Pulp Paper. They compete against some giants of the industry in Australia.
The Livi brand packaging was not as strong as some of those competitors and under the strategic advice of marketing agency Plan-tation, they decided to redesign the packaging for all SKUs in the range to improve their perceptions among potential buyers.
The Livi logo had good brand equity in Asia, so that was not part of the refresh, but asides from that, there was an open brief as how to best redesign the packaging so it was better received by out of home product buyers.
The out of home tissue sector might not be the most glamorous industry, but to help elevate perceptions, Percept created a colour coded three tier brand architecture.
Each tier has its own design style which brakes the range into Basics, Essentials and Impressa which is the most premium of the three.
We were also careful to keep production costs to a minimum by limiting the number of colour to be printed on each piece of packaging to ensure there were no unnecessary overheads. This kept the range as price competitive as possible for each SKU.
We strategically made the design relatively understated so it was appropriate for its price-point and didn’t overpower the decor of the end-use environment.
Since its launch, the redesigned Livi packaging has lifted the professionalism and perceived value of the range within the out of home sector, helping its sales in Australia.