Square 44, the International Design Agency specializing in packaging, has partnered several brands in Sri Lanka to pose a newlook.
During the period 2016/17, one such project Square 44 was involved in was the Velvet Launch/Relaunch.
‘Velvet’ a brand which has formidable presencein the Personal Wash Category expanded in to other areas such as Body Lotion, Bodywash, along with the up -gradation of the two categories it was already present – Beauty Soap and Hand Wash.
A project which consisted of structural developmentas well as labeling design, was successfully completed with the Brand introducing the a whole new range to the market. A strong partnership developed during thep eriodbetween the Marketing, Development teams at Hemas Consumer Marketing and teamrepresentingSquare 44 enabled theachievementofthis success.
Marketing Manager Fiona JurianzMunasinghe said, “Square 44 is working closely with us on several very important packaging projects.
“We found the team very flexible and cooperative. They showed a fantastic ability to bringin fresh thinking from a packaging perspective.
“It was lovely to see their ownership and delight as their designs became live packaging in themarket. With the outstanding packaging that has been created, weare confidentthat the brand canstandonitsownanywherein theworldamidstglobal brands enabling our journey to the next level”
Director, Square 44, SvenPetersen said, “This was a very involving aninteresting project, we had to understand the Brand and its equity fully from a consumer perspective prior to embarking on the work.
“It was complex as the designs had to consider structure as well as labels in multiple Categories.
“During this period we worked very closely with the different stakeholders from the company to ensure the ultimates uccess.
“Expertise of renowned International designers, both forstructuralandlabel designs, addedvalueto the project and we were able to achieve an outstanding range which both us as the design agency and the team at Hemas Marketing are truly proud of.”
Speaking froma local perspective, Brand Consultant Sri Lanka, Square 44, Tusitha Kumarakulasingam said, “Packaging development is a challenge for local marketers, with the evolutions that we see in most categories, we can no longer ignore this very important element of the marketing mix.
“We at Square 44 believe this is a science that needs to be mastered. Today we are proud to see our work making an impact in the market for great brands, making them stand out at the point of purchase.
“The project we just completed for Velvet is a great success story, andwe are confident it willhelp the Brand to grow from strength to strength. Weare proudtobe have been the Design Agencyonthis project.”
“The Importance of packaging in the marketing mix should not be undermined, although some do notgive it due attention. An outstanding formulae in an outstanding pack, interacts with your consumer at every point of contact, be it at the point of purchase or at the point of use,” he said.