Australian company Solaris, a division of Asia Pulp Paper worked with Percept in Sydney to re-design their entire packaging range of Livi brand SKUs in the away from home market.
Whilst the out of home tissue sector is not the most glamourous industry, Solaris knew that by redesigning the packaging of their entire SKU range of Livi products, which covers items such as kitchen towel, toilet tissue and facial tissues, it would improve their chances of increasing marketshare.
Based in Sydney, Solaris, a division of Asia Pulp Paper, are up against some giants of the industry in Australia. The Livi brand packaging was not as strong as some of its competitors and under the strategic advice of marketing agency Plan-tation, they decided to redesign the SKU packaging for the Livi range to improve their perceptions among potential buyers.
The Livi logo had good brand equity in Asia, so that was not part of the refresh, but aside from that, there was an open brief as how to best redesign the packaging so it was better received by out of home product buyers.
Percept Brand Design developed a colour coded three tier brand architecture. Each teir has its own design style which brakes the range into Basics, Essentials and Impressa which is the most premium.
We were also conscious to keep production costs to a minimum by limiting the number of colour to be printed on each piece of packaging to ensure there were no unnecessary overheads, keeping the products as price competitive as possible. The design also needed to be relatively understated so it was appropriate for its price-point and didn't overpower the decor of the end-use environment.
Since its launch, the Livi SKU packaging redesign has lifted the professionalism and perceived value of the range within the out of home sector in Australia.
