CBX

THE PRODUCT
Inspired by the colorful and dimensional illustrations in pop-up books, Savvi’s senior designer Rob Backues aimed to create tattoo packaging that was markedly different from its competitors. As he describes it, the tattoo section of the toy aisle falls flat with an overly simple packaging approach.

Instead, he wanted to bring depth to tattoo packaging in a very literal sense. This, he explains, gives Savvi’s packaging the “wow factor” that attracts both the end consumers, children aged three to 10, and the primary purchasers, their parents.

Working with Savvi senior illustrator Pete Arriola, Backues designed a low-depth paperboard carton that comprises up to seven panels. Each panel contains part of an illustration, with the lowermost panels printed with background images and the top-panels cut and printed with an image that boldly depicts the tattoos’ theme.

This  approach is time consuming and laborious, but Backues contends it is worth it. Savvi has expanded the design system to 18 Savvi products and approximately 10 licensed products.

But what do Package Design readers think?

THE VERDICT

I can’t believe I’m going to say this, but this is the rare instance where the brand takes a back seat to selling the product. The central thought? “Boy, my kids are going to have a field day with these! Where do I buy one?” The packaging is exciting and vibrant, and personally, I know my kids would not be able to get enough of these littering the house. The versioning is also wonderful. The experience and the fantastical feel are transportive and incredibly appealing. What kid doesn’t love butterflies, flowers and pink hearts—more is definitely better here.
Rick Barrack, chief creative officer and managing partner at CBX

This packaging is unique and clever in its construction. The illustration style fits the category as being bright, detailed and layered with lots to see bringing the tattoos to life for the kids, by complimenting the contents nicely.

Where the design falls flat for me is the front top panel and the type treatment. The fonts paired with each collection name, Star Brite, Pirates, Surf, etc., feel expected and dated. I would love to see all the typography revisited with the same level of consideration, uniqueness and creativity as they clearly did designing the package construction.

Everything supporting the product should have a pint-sized hip vibe that would raise the excitement of the product for everyone—especially moms. I would be much more willing to purchase this product for my kids or for party goody bags if the tattoos looked and felt current and cool.
Amy Graver, president and creative director at Elements

These boxes are well marketed to their primary audience. The hanging feature increases visibility to the primary display panel combined with colorful graphics gives the graphic design on this product line a leg up on the competition.

But I question if the increase in retail space allocated to these boxes will be validated with a comparable sales lift over the competitions’ flat pouch packaging formats in dollars per sq. ft.
Leon Hall, president and CEO of Terra Nova Business Solutions Inc.

http://www.packagedesignmag.com/content/pop-up-appeal