Paderno
SILVER
Brand: Paderno
Retailer: Canadian Tire
Country: Canada
Category: B2. Redesigned Brand
Agency: Concrete
Summary:
Premium cookware and kitchenware relies on packaging that is both inspirational and communicates key features and technical specs, to guide customers to make purchase decisions.
The previous Paderno design, while proudly showcasing its Canadian origins, featured the products in a conventional straightforward layout that did not draw in the aspirational, passionate home chef. The new design provides a different viewpoint, with a front panel that shows a top-down view that puts a focus on both the product as well as allowing customers to imagine the food they can cook in it. The side panels provide more product details and feature specs to reinforce buying decisions.
The various kitchen-related surfaces, including marble, granite, and dark slate, provide both an inspirational setting for the product photography, but also helps the customer differentiate the different cookware series, to select the type of cookware that is most appropriate for their needs and cooking style.
Credits:
- Brand Manager: Unha Park
- Associate Brand Manager: Emma Horner
- Packaging Manager: Angela Stone
- Packaging Consultant: Candice Noble
- Structural Packaging: Oksana Lapierre
- Creative direction (agency): Diti Katona, John Pylypczak
