Creative cartons: Why brand-led disruption delivers at every level

We only occassionally post about another agency’s work… but this beer brand from Landor in Sydney really resonated with our philosophy on maximising a brand’s personality in every possible communication channel.

When we created the Java Republic brand, there was no budget to do anything other than physically get the beans to the coffee houses: So we used every packaging opportunity - including the shipping carton - as a means to explain *why* their coffee was better.

With Lovells Pure Lager, Landor started with a brand personality that was strikingly different, and then expressed that distintiveness by every means possible - including a set of quirky packing-case cartons.

In a category where the consumer’s typical purchase has evolved from the six-pack to the slab, the carton has become increasingly important - and Lovell’s decision to deliberately underplay their otherwise sophisticated visual language gives them real standout in store.

The upside-down bottle is something of an acquired taste - but overall, this is a suite of superb brand communications for a brave and bold client.

First found here, on Landor’s own blog.

(Source: )