Galileo Global Branding Group
The shelf impact of Galileo Global Branding Group’s stretch concept is undeniable. With its close-up body part imagery, the competitor chose to swing for the rafters rather than bunt for the bases. And it was the Galileo concept that was most memorable to Andrea Alasi, a product specialist in TELUS’ product marketing department and the company’s lead for the Makeover Challenge.
“The strongest emotional reaction I had to Galileo’s design was the use of the body parts,” she remarks. “It was different, and something that surprised me.” Time will tell if Package Design’s readers’ reaction will be as visceral as Alasi’s.
The stretch concept
The use of body parts as the primary imagery is well intentioned and was thought out carefully, though. “We realized that this concept was very unexpected, but we actually stand by that because we think that that’s one of the most important things about making the TELUS brand become something that’s very easily noticeable,” Lee Gobbi, creative director of Galileo Branding, says.
Gobbi and his team wanted to create something with high visual impact that would communicate the brand promise without the barriers of language, as both French and English are commonly spoken in the Canadian telecommunications giant’s primary market.
The jumping-off point for the design was the company’s name TELUS. “What we took out of the name TELUS was literally splitting the two words, the brand name,” Gobbi explains. “We literally split the words TELUS up into Tel-us which really kind of fits the mold perfectly of what a phone is about. It’s literally talking and listening. Today’s devices are about human communication in a more intimate form, and we got a driver out of that idea. The design starts with a beautiful pair of giant lips right up on the front panel and inside there is a very large, good looking ear, with the word ‘listen’ in English and ecouter in French.
The result is a very dramatic billboard that communicates the actions of talking and listening. Gobbi adds, “It’s all about grabbing the person’s attention and saying, ‘Hey, look at me!’ But we were very sensitive to making sure that the TELUS brand mark is very clearly and very openly printed on the package in as many places as possible.”
Project art director Craig Minella adds, “We’ve leveraged the TELUS name in a way that made our concept relevant and introduced some personality, some human touch in a category that is dominated with functionality, communication, as well as just an overall techie feel.”
Katie Mai, senior designer at Galileo, agrees, “By introducing a human touch to the packaging, we’re taking a brand that was a bit static on shelf and injecting some life into it.” Jun Yang, who was a designer on the project, notes, “I’m proud of the intimate human touch this concept creates, in addition to the functionality of the structural design [used for both concepts].”
The close-in concept
“We stood by our guns on the talk-listen concept,” Glenn Pfeifer, executive creative director at Galileo Global Branding Group, says. “But we also did an alternate version that showed the parrot close up on the cover.”
Gobbi notes that the close-in concept uses TELUS’ existing visual assets, using animal photography to make the brand seem friendly. The parrot was depicted on the outside of the box, and bunny ears were used on the inside panel.
“We felt strongly about the work however if the idea of not having any critter on it at all was a deal breaker for TELUS,” Pfeifer remarks. “We did not want them to at least not consider this idea of the overall package makeover with the talk-listen concept.”
Other design elements are also common between both concepts, especially when it comes to the structural design.
“We wanted to create a packaging format that was efficient from a production standpoint,” says Gobbi. “Another priority was sensitivity to the environmentally conscious piece of it. We also wanted to make the package more consumer friendly from a size standpoint.”
The agency developed an inner packaging component to replace the inner clamshell. The paperboard tray is designed to house multiple phone styles and sizes and continue to display the TELUS brand long after the original purchase. “The little flaps that you can see, the indents on the facing of this internal package actually hold the phone in place,” Gobbi says. “They keep the product in place and can contain the smallest of phones to the largest of phone without any problem of any of them slipping out. So that little indent is deep enough so that it will contain the smallest device securely.
“And when you pull the tray out and you take all your pieces that you need for the phone, you look at the instructions and clip the tray together in a very simple way,” he says. “The tray becomes a housing to stand the phone on your desk so that you don’t throw that away, which you would have done with the current packaging’s vacu-form.”
Alasi remarks, “I liked the fact that they really tried to make the package eco-friendly and easy to assemble. The concepts definitely took costs and environment into the equation.”
To demonstrate the intricate structural design concepts, Galileo created a variety of mockups, from interactive 3-D images embedded into PDF images to a physical mock-up that was shipped to Alasi.
VOTE ONLINE OR IN PERSON
You can cast your vote now for Galileo Global Branding Group’s concepts at www.packagedesignmag.com/makeoverchallenge, or in person, September 28-30, at the Package Design booth (#S-6418) at Pack Expo Las Vegas. The agency with the most votes wins the challenge and will be featured in the November/December 2015 issue.