Responses by Anthony Sperduti, founder/executive creative director, Partners & Spade
Background: Welly First Aid was created to bring the concept of play and preparation to the First Aid aisle. Welly is focused on creating beautiful products that also delivers on performance and organization. Welly is for everyone seeking a life fully lived, and people who appreciate updating the everyday and products that can keep up with their active lifestyle.
Reasoning: To modernize the category and turn injuries into badges of honor and embracing life in a fun way.
Challenges: Balancing the need to convey efficacy with the brand mission of living life to the fullest.
Favorite details: The materiality and modularity of the tin packaging by Prime Studio.
Specific demands: Knowing it was being sold primarily on shelf at Target meant the packaging needed to catch a consumer’s eye. But once intrigued, we needed to have a great deal of focus on the packaging—hence the solution for brightly colored tins with the addition of a “belly band” that allowed us to drill down into the pertinent information with copy and art by Six N. Five Studio.
Anything new: We learned that the culture has moved on from needing to see “sterility” and “medicinal” as key attributes to a first aid brand.