A packaging transformation for Hawker Velvet

The Situation

After a change in manufacturer and the want to increase sales of their velvet supplements, Nicki and Nathan Hawker decided it was time to revise and update their packaging and prepare it for the future of retail stores and export.

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The Solution

After reviewing their current packaging and discussing research and ideas with the Hawker team, there was a strong consensus that we needed to overhaul the look and feel, remove the outdated stag image and move the product to a broader category.
Other market competitors were dated and used strong stag imagery. With a new direction, we designed Hawker Velvet's labels to appeal to the broader supplement market as an aid for joint pains and to help improve mobility and strength.
With three products, we focused on a simple design with bold earthy colours, using a soft feel laminate on the labels to give a premium velvet feel, leaving key elements to shine in the light.

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