Interview about Kailani Magnesium Packaging, winner of the A' Packaging Design Award 2020
Arome Agency's works on the graphic identity and artistic line for Kailani packaging are based on minimal and clean design. This minimalism is in line with the product that has only one ingredient, magnesium. The typography chosen is strong and typed. It characterizes both the strength of the mineral magnesium and the strength of the product, which restores vitality and energy to consumers.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe packaging needed to represent the natural and healthy composition of the client's product. So, from the very beginning of the creative process, I opted for a clean, minimalist design.
The product's marine origin is represented by a simple illustration of a wave, which blends well with the typography used. The three syllables Kailani are symbolized by a pictogram of three waves. From the first glance, the consumer can recognize the product's origin.
The target audience for this product is indeed focused on wellness. So I worked on a graphic design that was closer to the world of Healthy products. I chose a massive, imposing, and refined typography, and I associated it with the natural symbol of the wave.
Indeed, the materials used to design the magnesium packaging were chosen in an eco-responsible manner. The label is printed with environmental protection in mind: it uses vegetable-based inks, is printed by an eco-responsible printer, and is printed on PEFC paper, which is manufactured without optical brighteners (whitening additives) or chlorine. The packaging containing the product is made from recycled plastics.
This product really had to lend itself to a nomadic format where the user could take the product everywhere with them: to sports, while traveling, to work, etc. The format, of reasonable size, therefore clearly influenced the graphic process. It was even decisive. This was the starting point of the graphic design.
The graphic design approach of designing a packaging label with a composition almost entirely focused on typography influenced the graphic design process. Selecting the typography was very important, and the choices were difficult to make. The typography had to meet numerous criteria: aesthetics, readability, strength, vitality, etc.
Our team first benchmarked similar products and also studied cosmetics. We then identified the major trends that emerged. The goal was to both align with the healthy world of existing products while also standing out by creating a unique product.
We first studied with our client the entire range they would like to offer their customers in order to create the most consistent visual identity possible. We then tested and designed a visual identity that could be adapted to all the media offered.
The feedback was essential for the brand. Kailani Magnesium's visual identity was very well received and appreciated by the general public. The product quickly became a market success.
I hope this packaging will be a source of inspiration in the field and the silver award it received and the success of the product lead us to believe that it could have been.
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