O-I Glass and VOICE win packaging design accolade
O-I Glass and VOICE, Specialist Brand Agency win international packaging design accolade for their work on ‘The Provider’ brand and packaging
O-I Glass bottle packaging known as ‘The Provider’ and designed by VOICE, Specialist Brand Agency has won Gold for Best Use of Packaging at the 2018 Transform Awards Asia-Pacific in Hong Kong on 20 November.
The global Transform Awards recognise best practice in corporate, product, and brand development work, rewarding the most innovative, creative, and successful brand work from around the world. Entries in his year’s Transform Awards Asia-Pacific were judged across more than 26 categories that focus on brand strategy, process, content, execution, and evaluation.
“We were approached by O-I Glass, the world’s leading glass packaging manufacturer, to create a new industry bottle specifically aimed at New Zealand craft brewers who are looking to export to Asian markets,” says VOICE, Specialist Brand Agency Principal, Jonathan Sagar. “We worked collaboratively with O-I Glass and UNITEC students to create a new bottle and brand that would communicate multiple messages of relevance to the growing Asian craft beer market in a compelling and attention-grabbing way.”
The heel of the bottle is embossed with the words “Crafted in New Zealand”, and the bottle’s neck offers consumers the opportunity of enjoying their ale from a vessel with a unique volume of 888ml. The Provider 888ml “Crafted in Australia” is in concept stage and is currently being offered to the market.
“A key consideration was Chinese consumers love of numbers and their meanings,” says O-I Australia/New Zealand Business Development Manager, Bayard Sinnema. “We saw the opportunity to use a unique bottle liquid measurement to express luck and prosperity. The number 888 is considered very lucky and provides triple fortune. Importantly, the 888ml bottle is big enough to share, given that sharing a drink being an important part of the social experience in Asian culture.”
Companies and agencies entering the Transform Awards have their work benchmarked against their peers, and winning entries this year were judged anonymously by a panel of 17 industry specialists from a multitude of sectors and organisations such as IBM, Greenpeace, Steelcase, and Global Cloud Xchange.
“We’re delighted that VOICE’s work for O-I Glass has been recognised in this way,” says O-I Australia/New Zealand Business Development Manager, Bayard Sinnema. “VOICE’s design leadership ensured that the brand achieved the cut through and impact we were looking for.”
The project also provided an opportunity for the involvement of design students from Unitec, New Zealand’s largest institute of technology, Quentin Chan, Xin Wang, and Josh Brannan,
“Winning this award is a fantastic vaildation for what is possible when design students collaborate with adventurous and creative companies,” says Cris De Groot, Senior Academic – Creative Industries at Unitec. “They found it very encouraging and educationally rewarding. It really required them to take a big step up in terms of their professionalism and in particular it required them to design with multiple stakeholders in mind.
Designing The Provider bottle gave the multinational student design team a fantastic opportunity to dive into other cultures, their behavioural patterns and their view of New Zealand, which gave rise to some powerful insights that they were able to integrate into the final design.”
Judges comments included that ‘The Provider’ was “a beautiful result, a distinctive bottle shape that certainly looks spot on for the craft beer market”.