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Responses by Date of Birth design team

Background: Mageze is a magnesium-based product range that provides effective relief for sports strains and general muscle aches and pains. The Mageze team was seeking clarity in messaging and strong shelf presence to make it easy for their customers to find what they need.

Reasoning: We looked at competitors in the market and found that many of the packaging designs looked either looked dated and cluttered or didn’t communicate the sports and health benefits in their designs. Since we were inspired by the translucency of magnesium oil, we chose to present the oil in a clear bottle. Carrying this through with a simplistic typographic design solution, we positioned the brand with a clean, striking look and feel—utilizing clear, white packaging substrates with a bright splash of orange to evoke health and vitality and ensure a strong shelf presence.

Challenges: Designing something functional, while creating something that was eye-catching. The product also had to perform visually in an extremely cluttered pharmacy environment, where a product can easily be overlooked. We also had to design for a younger target audience interested in health and fitness while keeping in mind that an older demographic is also interested in the product as well.

Favorite details: The icon system we created for each product. The designs are abstract and utilize only small dots, yet are still recognizable. The dots forming simple geometries represent the use and application of the different products, such as a spray action of the oil and the foaming of the soap product.

Visual influences: First aid kits and pharmaceutical product labels. We liked the clean look of first aid kits and felt that a simple color scheme could assist with the client’s desire for high shelf presence and create a visually striking design. The connotation of creating a product that utilizes the design language of pharmaceutical products, also assists in creating brand trust and reliability when viewed by consumers.

Time constraints: Time constraints became a factor with this project, as the client required the creation of many products in the range at a fast production schedule. With this in mind, we designed a consistent brand system that could be easily applied to new products in different formats and substrates. This system enabled ease of application and a consistency across products that strengthened brand recognition.

dateofbirth.com.au

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