What did the job entail?
Yes is the first organic product to be listed on the Drug Tariff and is available on prescription from the NHS. Consequently, the brand had become ensconced in the medical category and its turquoise blue colour palette reinforced this perception.
Surrey creative agency Title was commissioned to completely rebrand the packaging design for seven Yes product lines to give the range a wider appeal.
How was it produced?
Title presented a range of new branding options for Yes and a serif style marque set in a fluid shape was eventually chosen. This was felt to capture both the authority of the team behind the product and the playfulness of the brand.
To communicate the product through the packaging, Title used oil-based and water-based paints to create fluid, hand-painted designs for the respective plant oil based- and water-based personal lubricants.
After approval, the designs were sent across to Curtis Packaging in Wimbledon. The carton was printed on 485-micron Incada Silk stock using a Heidelberg Speedmaster CX 102.
Cutting and creasing was completed using an Iberica Optima 105 and gluing was done with a Bobst Media 100. The packaging was also complemented with a silver foil block, which was produced using a Heidelberg SB cylinder.
What challenges were overcome?
Curtis Packaging sales director Steve Mallett said one of the main challenges was meeting the medical and regulatory requirements.
“These requirements significantly affected the designs as the amount of copy needed on both secondary and primary packaging was considerable, especially where translation was required, so retaining a clean and pared-back look was a challenge,” he said.
What was the feedback?
Yes head of sales and marketing Ciaran James Arstall said the rebrand and new packaging has clearly differentiated the Yes range while ensuring it remains underpinned by the brand.
“This successful exercise provides the scope required to now position our products comfortably in very different categories – medical, health and pleasure – but also the ability to introduce NPD [new product development] more easily in the future,” he said.
