• A$300

• 32 designs

• 7 designers

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Packaging Design Brief

WHO WE ARE
Zela Health (www.zela.co.nz) is a New Zealand dairy food manufacturer and registered exporter. We have been business since 1996 with 90% of our products being sold in the SE Asian and China marketplace.

WHAT WE DO
We design and manufacture a range of Dairy, Goat and Whey Protein Instant Milk drinks.Our focus is on the 'good health and nutrition' sectors.

WHAT IS THE DESIGN TASK
We need a rework of our sachet designs for our Whey Protein Instant Milk Drinks. This project is seeking submissions for our Balance Plus and Fibre Plus sachet packaging.

Our instant drink range includes Vitamin Plus, Joint Relief Plus, Colostrum Plus and Collagen Plus products. Phase II of the project will require the successful candidate to rework these four additional designs.

Phase III will require the design of a retail merchandising box for each of these sachet variations.

WHY THE NECESSITY OUR CURRENT DESIGN
Our original packaging is an adaptation from our 900g can designs. While adequate, these designs do not adapt well on a small packaging format.

We are also seeking to reposition our product above other competing instant drinks in the marketplace. Our product is typically x4 pricing premium above other 'instant drink' products.

Consider our drinks a 'luxury drink' product against other major brand providers. These other providers use low cost, high GI compounds such as cereal, sugars and flavoring.

We use whey protein compounds and nutritional supplements to provide a low GI, low fat, highly nutritional drink with premium supplements and a full flavor creamy texture.

I have included examples from the Nestle Nesvita and Nestea range of drinks. This uses strong, compelling packaging from top flight designers.

We would like to offer a similar brand impact with the clear message that if you value health and nutrition for your family, our products offer superior value.

UNIQUE SELLING PROPOSITION
100% New Zealand made. Food security, purity, nutrition and full flavor tasting products are important issues in Asia
Reduced fat - contains less than 40% less fat than whole milk when made as instructed
Easy to digest
Low lactose - preferred for people with low lactose. 70% of people in Asia have lactose intolerance
Tastes like milk
Dissolves instantly
Contains nutritional supplements, i.e. Fibre Plus mix offers an excellent source of your daily fibre intake.

DESIGN CONSIDERATIONS
Refer to the attached AI artwork files.
1. All our designs include a scenic vista of New Zealand. These vary between the products. Refer to the display of our product range on our website at www.zela.co.nz
2. The use of the milk splash is a common element between each design. Use of this image is not mandatory
3. The color coding between designs. Balance Plus is BLUE and Fibre Plus is green.
4. The sachet sizing suggests a horizontal design would be preferable. This provides a large design canvas and makes it easier to merchandise on a retail shelf
5. The sachet designs should be full bleed with the color bleed wrapping around the front and back surfaces.
6. The designs need to emphasize a bold premium luxury feel. We need to differentiate our food products from the other competitors in the marketplace. Their packaging is bright, colorful and funky. We need to be distinct and stylish.

ARTWORK CONSIDERATIONS
1. Sachet dimensions are 133mm high and 90mm wide. Your design layout can ether be horizontal or vertical
2. Full color process. Six/eight color vinyl printing process.
3. Sachet designs do not include a rip notch
5. Design presentation only required in either AI of PSD format. We will manage the 3DS rendering. An example of this process can be seen on our Milk Powder pillow packs on our website
www.zela.co.nz/milkpowder.htm
6. Sachets are 20g in volumetic sizing. This makes up 1 x 200ml serving.
7. Existing artwork copy, barcode and nutritional information can be found in the attached files.
8. Transparent milk splash, Zela Health logo, vector swirl and scenic vistas can be found in the attached files.
9. All spelling to be in North American format and measurements in metric. This is the design standard in Asia.
10. We are pitching to the family audience and to the discerning buyer. Typically, our products are found in Health Food outlets.

DESIGN CLARIFICATIONS
I am available for clarification and further discussion. Reach me in the first instance via email: alistair@zela.co.nz
I am active on Skype, Viber, Whatsapp for one-to-one communication.

Target Market(s)

Family and discerning healthy and nutrition consumers. 18-65 years. Both genders

Industry/Entity Type

Business

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Refer to the above design brief

Nice to have

• Refer to the above design brief

Should not have

• Refer to the above design brief

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Files

Download all files - 54.5 MB