The Challenge

Victa is an iconic Australian brand with a history spanning more than 65 years. Today, Victa is owned by the Briggs & Stratton Corporation.

Briggs & Stratton approached Percept with the task of creating packaging design concepts with the aim of refreshing the brand’s design for this new range of products.

After undertaking market research, Victa was personified as an older male figure who is an expert in his field but a little ‘over the hill’ and tired. The aim of the brief was to design new packaging that would refresh the Victa image and work towards appealing to a younger audience, helping them achieve a better market-share in a competitive space.

The Solution

Percept developed concepts featuring a more modern and refined layout than what was already in the market. Knowing that it is a household name in Australia, Percept was keen to focus on the Victa brand to lead the packaging design concepts, and leverage the equity in their iconic name.

The product image was also of great importance, combining with engaging graphics that succinctly communicate the key features in a was that is clearly navigated by consumers, prompting them to purchase.

A vibrant red was introduced, to highlight the power of the product, distinguishing it from competitors and providing key information at a glance.

The concepts for this packaging design project weren’t fully finalised and the packaging didn’t go to production.