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Dow Design Receives International Accolade For Fresh'n Fruity

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Fuseworks Media
Fuseworks Media

Dow Design's strategic rebrand of the Fresh'n Fruity yoghurt range has been featured in a newly published book of the world's best brand designs.

Written and compiled by Andrew Gibbs editor in chief of TheDieline.com, the world's number one packaging design website, Box Bottle Bag showcases the most unique, creative and inspirational packaging designs from across the globe.

Launched last August, Dow's design for Fresh'n Fruity made the new logo part of the yoghurt pack to cleverly meet Fonterra's brief 'to create a distinctive and memorable design that differentiates Fresh'n Fruity from its competitors'.

Bursting with fruit imagery encased in fresh white space, the Fresh'n Fruity logo was reworked into a leafy device, complete with vine imagery intertwined around each pack to suit the product range.

Speaking from his home in Los Angeles, Andrew Gibbs explains how Fresh'n Fruity came to be included in Box Bottle Bag.

"The imaginative, colourful, and bold design of Fresh n' Fruity was a huge hit with readers of The Dieline.com when we featured it on the Website in September," he said.

"Even though the deadline for inclusion in Box Bottle Bag had already passed, we had a last minute request from our publisher for one more project. We knew it had to be Fresh'n Fruity, and so Dow's design became the very last project to be included in Box Bottle Bag, all the way from New Zealand!"

Comprising six themed chapters, Box Bottle Bag is a coffee table style reference work that lets the visuals do the talking, containing a brief quote from the design firm or company behind each product.

Six separate images of the Fresh'n Fruity range are spread across three full pages, with images of the Fresh'n Fruity Lite logo being chosen to feature on the back cover, and within a collage in the front inside cover.

Dow Design's Strategic Development Director, Andy Jaquet, says Fresh'n Fruity's inclusion in Box Bottle Bag is a testament to the creativity New Zealand has to offer the world.

"Around the world, package design has risen to the forefront of today's modern age of branding," he says.

"This book is a showcase of great brand packaging design, inspiration and creativity from around the world. We are very proud to be recognised as one of the world's best packaging design firms, showing that Dow Design in Auckland competes with the very best in London and New York."

He added that being yoghurt, Fresh'n Fruity demonstrated that great design did not have to be limited to luxury products but could be enjoyed by all.

Fresh'n Fruity's international acclaim underlines just how Dow's individual design process connects consumers emotionally with brands.

Already this year, the company has been behind the global rebrand of Montana Classic and Reserve Wines, the redesign of the Alison's Pantry self selection area of New World and Pak 'n Save stores and the branding of Natureland, a new natural baby food product being launched in New Zealand and Australia.

Box Bottle Bag: The World's Best Package Design from TheDieline.com is published by HOW Books and is available from Amazon.com, priced at US$23. Author Andrew Gibbs will be doing book signings at LuxePack in Paris and HOW Conference in Denver in June.

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