PHOTTIX
Scope of services:
- logo lifting
- corporate identity
- pictogram and infographic system
- packaging design
- website graphics
Communication goals:
- an european brand
- clear and coherent corporate image
Overview:
Phottix is a China-based manufacturer of photographic accessories for professionals.
With the dynamic growth of the company and strong expansion on the European market, the company took a decision on a thorough rebranding. The work on the entire visual identification took nine months. The scope of activities involved primarily the packaging design, followed by the creation of company materials, such as job printing, catalogues, advertisements, banners and exhibition stands. The company logo had already been known in the photographic industry, yet it had had certain flaws. Upon a detailed analysis we lifted it up, thus improving its clearness and giving it a more harmonious form.
Solution:
Previously, the packaging constituting the main channel of communication with the client contained numerous errors and inconsistencies, such as:
- different layouts and colour schemes of packaging, depending on the product
- incoherent and unclear information hierarchy
- multitude of information about the product on individual carton sides
- unattractive product presentation on the packaging.
The company needed a cohesive image which would present its products in a more accessible manner, as well as distinguish it from among the competition. The main graphical motif, reproduced on all the packaging pieces, was created based on the shutter symbol taken from the company logo. We also developed the information hierarchy on the packaging, with some of the data presented with the use of pictograms. In order to minimise the amount of text, we replaced the descriptions of use of individual products with simple drawings. Some of the technical information was cut down and presented in the form of tables. All the products were showcased on the packaging as photographs encouraging the consumers to buy them, and not discouraging as previously.
