Package Design - November/December 2014 - 39

The boxes were designed and
specified in finite detail by
graphic designer Nicole Conlay.

standards, and which are ethically manufactured
in a family-run factory right here in the U.S.
WINNING ONLINE
AND IN-PERSON
Envision Creative Group's redesign concept resonated with the marketing, branding, design
and packaging experts in the package design
community, who casted the most votes for its
concept at this year's Pack Expo International.
"The design is simplistic and elegant, while
the wood base manages to make it feel special,"
says Justin Sena, senior graphic designer of
McHale Design, while casting his vote. Other voters echoed Sena's sentiments, noting that the
design was clean, streamlined and contemporary, choosing Envision Creative Group's concept
over more complex designs that offered more
flexibility in their kit creation. A one-liner from
an online voter perfectly encapsulated many of
the voters' support of the design: "Simple elegance will always be in style."
While voters often used the word, "simple," to
describe Envision Creative Group's gift-set and
single-brush package concepts, they didn't consider the design to be simplistic as a branding
tool-noting that the packaging instantly communicates the essence of Kelley Quan New York's
brand message. Many remarked that replicating
natural materials, such as the wooden base used
for the prototype, might not be a literal translation of the brand message for a line of synthetic
brushes, but it fits the inspiration behind the
brand. Voters appreciated an "attention to overall
communication that was clever and thoughtful"
and a design that's "creative and consistent with
product value statements."
Many voters' comments revealed their attention to the stories behind the concepts, recognizing that Envision Creative Group also
recommended replicating the wood base in easyto-clean, heavyweight plastic for hygienic and

cost reasons.
Liz Hocutt, a packaging developer at General
Mills, noted that the final package could end up
resembling marble versus wood, which would be
line with the socially-minded ethos of the brand,
while simultaneously communicating high-end
luxury. Voters found Envision's prototypes to be
beautifully designed representations of what Kelley Quan New York ultimately delivers to its
customers.
B E G S T O B E D I S P L AY E D
The winning concept resonated with voters for
its practical attributes. Voters remarked that
the creamy neutrals used in the box top and the
base was a cooling counterpoint to the Kelley
Quan New York pink, encouraging consumers
to keep and display the packaging because it
"works with any décor" yet "is recognizable as
the Kelley Quan brand." Some noted that the
gift set could take up a considerable amount of
counter space in a bathroom, but that was
worth the sacrifice because the widely spaced
slots gave users easy access to the brushes.
Other reactions were more emotional, with

one voter stating that she was "obsessed with
the wax seal and base" and another expressing
she "wanted to buy one now!" In-person voters
remarked over and over again how much they
loved to touch the prototype packaging, while
eagerly describing how the different materials
help the concept stand out as a product of quality and style. They noted how the textures of the
ribbon, seal, coated paper top and wooden base
piqued their curiosity of how the brushes would
feel on their skin and made them want to learn
more about the Kelley Quan New York brand
and its products.
I N N O VAT I O N , S T I M U L AT E D
BY A B L A N K C A N VA S
Stephanie Silver, vice president and project
manager of Envision Creative Group, attributes
the brand's innovative edge to the clean-sheet
approach the agency takes to its projects.
"We obviously bring our experience, but we
don't try to lean too much on what works for one
client will work for this client," she says. "We try
to figuratively throw open the drapes and look at
each new project with fresh eyes."

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