In close collaboration with the Fnac’s Accessory & Connected Objects service, my role is to define the graphic packaging model for Wefix. The challenge is size: indeed, the use of kraft as a paper support poses problems of color harmony.
The brand must be permanent on all communication media.
The challenge is to combine Kraft and Wefix’s Orange color while maintaining the brand’s universe and atmosphere.
Most accessories are overwrapped in a variety of materials, most of which are non-recyclable. The ecodesign of packaging must aim at the reuse of the material. To do this, it is necessary to develop recyclable products but also to limit the use of disruptive constituents or substances that jeopardize the reuse of the material. This ecodesign must also integrate the end of life.
The vision of recyclable Kraft packaging in France :
Coordination of project
A meeting with the Head of High-tech Accessories at the Fnac Darty Group’s headquarters is organized to deliver the brief. We defined the scope of action and started a small brainstorming session. A dead-line is defined.
The brief imposes the use of kraft material. It also stipulates that it will not be accepted to cover the packaging entirely with ink, the kraft material must remain visible to the eyes of the customers.
A first phase is the presentation of a moordboard then the choice of a graphic orientation to lead to a reduced selection of graphic proposals. Finally, only one proposal is retained and refined; the validation of the graphic design by WeFix management marks the end of this phase. The final proposal is presented to the Fnac Accessory Manager.
The objective of this first phase is to produce a proposal that retains the visual identity on a medium never used before, but also to reassure and convince the project internally.
Then, the second phase is the presentation of this proposal to the Fnac Group’s Head of High-tech Accessories, the validation of their agreement (in particular on compliance with the constraints of the brief) and the production of the sample.
Finally, a third phase is the declination of the template on several models of the product.
Proposals were created and classified from the most similar to standard packaging to a more streamlined version, making more room for the raw material.
Feebacks and Validation
After receipt of the feedback, a validation by the management is necessary to move forward to the volume design of the packaging. Taking into account my remarks and recommendations regarding potential printing problems related to the kraft support, a version is validated. After that, we received a mock-up in order to visualize the volume rendering.
A problem with the white was solved before the mass production. The removal of the perforation has been anticipated in the validated version.
In conclusion, today, production is finished and the products are on sale in French Fnac stores.
The classic WeFix range offers high-tech accessories in cardboard packaging, partially coated with a selective varnish, the famous fluorescent orange Pantone strips.
One of my roles was to create an artistic direction for this category of accessories.