The creative agency behind Selleys and Zespri Kiwifruit has won gold and silver at the Sydney Design Awards.
Anthem Australia won a gold award for its work on Selley’s Repair & Create adhesive range, which was in a category “traditionally plagued with confusion and clutter”, according to creative director Steve Rischmiller.
“We needed to create a range with a consumer framework that addressed purchase indecision, leading to an increase in category walkaway,” he said.
“The end result reinvented the shelf and educated the consumer. Navigation became much stronger and the range reinforced the Selley’s brand.”
The packaging design is striking, with bright, attractive colours and a bold font.
Anthem also won silver awards for Selley's High Performance range of trade sealants, and Zespri kiwifruit.
The Selleys range required design that “spoke to the core attributes of each product, as well as clearly communicating the technology within the product,” according to Rischmiller.
The brand initiative for Zespri kiwifruit was “fun and engaging” and introduced the Zespri SunGold kiwi to the growing market of Australia and New Zealand.
“The campaign also needed to maintain brand relevance across South East Asia and be mindful of cultural sensitivities,” Rischmiller said.
“We are very pleased with the result. It was a great team effort by all.”
Anthem is part of the brand development group of SGK, which is a division of Matthews International.
