20 April 2022

EQUATOR SCOOPS FIVE WINS AT GDUSA PACKAGE DESIGN AWARDS

This year, there were 2,750 entries to the Graphic Design USA (GDUSA) Package Design Awards. Only the top ten percent are selected as winners and presented with a Certificate of Excellence, so it goes without saying we’re thrilled to have made the cut!

The Awards, now in their 59th year, are a celebration of the power of effective package design and related disciplines to ‘advance the brand, tell the story, make the sale’. They are open to entries across 20 categories, including food & beverage, animals & pets, and special features like luxury packaging.

Equator picked up awards for four of our projects, including our work on Molson Coors ‘High Life’, ASR Group’s Domino sugar range, ALDI US’s Bravissimo Single Origin Coffees, and US Foods’ Kombucha drinks range.

Working with the Miller Coors team on the design of their ‘High Life’ brand was a challenging but incredibly rewarding project. Positioning the product as the ‘champagne of beers’, the team used colours and typefaces that created nostalgia. The inclusion of an old school campaign glass drove home the brand proposition of Miller High Life as the ultimate celebratory beer. Cheers, guys!

For US Foods, we created a design strategy for the retailer’s individually portioned, grab & go Kombucha drinks. A focus on flavours and benefits created strong visual appeal, and the new design was praised for the on-shelf impact of its energetic, bright aesthetic. This was a truly innovative brief that allowed the team to flex their creative and strategic muscles.

For ASR Group’s Domino sugar range, Equator created a design that stayed true to the brand’s distinct, longstanding colour palette, bringing to life product provenance, and ensuring consistency of the brand’s message. Congratulations to the team for delivering US Foods’ objectives of communicating heritage while appealing to a millennial market.

Equator was also honoured, along with client partner ALDI US, for the design of their Barissimo Single Origin Coffees, which involved creating a unique family of designs to differentiate them from the core range. Beautiful scenic and animal illustrations were created to evoke each product’s distinctive qualities and conveying a premium feel. Well done to the team and to ALDI US for delivering a perfectly executed, strategically minded design.

We’re very lucky to work with client partners that trust us with their creative vision and work collaboratively with us to bring it to life! Being challenged to push ourselves as a team, to explore the unexpected and deliver something truly impactful, is what great design is all about.

And, as GDUSA Editor Gordon Kaye commented, “Package design is more critical than ever… In this era in which audiences are fragmented, communication is cluttered, and brand loyalty is challenged, package design is uniquely positioned to advance the brand promise, inform, and persuade, and to forge an emotional connection at the moment of truth.”

Hear! Hear! And congratulations to everyone involved in our winning projects.

More Insight

View All
Equator achieves record-breaking result at 2024 Vertex Awards

Equator achieves record-breaking result at 2024 Vertex Awards

23 May 2024 23/05/24

Equator achieves record-breaking result at 2024 Vertex Awards

We’re still in the midst of our victory lap after bagging an incredible 17 private brand design wins at this year’s Vertex Awards! Yes, you read that right – seventeen! It’s our biggest haul ever, and we couldn’t be prouder. The awards are split across eight retailers and span three continents, showcasing both our global […]

Read More
Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

07 May 2024 07/05/24

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

As we journey further into 2024, the design landscape for retail continues to evolve with cutting-edge trends that are reshaping brand aesthetics. Our team, comprised of photographers, videographers, graphic designers, and brand strategists, has delved into the near future to identify the top five design trends poised to make a significant impact. From sustainable packaging […]

Read More
Exploring the Culinary Delights Shaping Our Food Choices

Exploring the Culinary Delights Shaping Our Food Choices

04 April 2024 04/04/24

Exploring the Culinary Delights Shaping Our Food Choices

As we find ourselves immersed in the fourth month of 2024, the culinary journey of this year has been nothing short of a gastronomic odyssey. April unfolds as a chapter rich with the flavours and trends that have intricately woven themselves into the fabric of our food choices. Casting a retrospective gaze, let’s savour the […]

Read More
Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

05 March 2024 05/03/24

Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

Hello to our incredible community! We’re thrilled to share a momentous update straight from the heart of Equator. A few months back, we embarked on a transformative journey, integrating West Michigan and Minneapolis into our family. This monumental move has significantly impacted our in-house capabilities and doubled our reach in the dynamic landscape of the […]

Read More
Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

16 February 2024 16/02/24

Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

In the ever-evolving landscape of consumer goods, brands are continually seeking innovative ways to expand their offerings and capture new market segments. A notable trend in recent times is the crossing of the refrigeration divide, where brands traditionally associated with chilled products explore opportunities in the ambient space. One compelling example of this is Tropicana’s […]

Read More
The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

02 February 2024 02/02/24

The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

Has Plant Peaked? In recent years, the plant-based movement has experienced a surge in popularity, with an increasing number of consumers embracing a plant-centric lifestyle. However, as with any trend, questions arise about whether plant-based has peaked and what lies ahead for this burgeoning market. In this blog post, we’ll explore recent fluctuations in customer […]

Read More
2023 ‘unwrapped’ – another year of creativity and change

2023 ‘unwrapped’ – another year of creativity and change

02 January 2024 02/01/24

2023 ‘unwrapped’ – another year of creativity and change

With 2024 finally upon us, it comes a time to look back and reflect on another fantastic year we have had at Equator. While not everyone may be up to speed with the endeavours of our collaborative creatives over the last twelve months, fear not – now is your chance to catch up! In this […]

Read More
What is Sunrise 2027 and how can brands prepare for it?

What is Sunrise 2027 and how can brands prepare for it?

19 December 2023 19/12/23

What is Sunrise 2027 and how can brands prepare for it?

Throughout history, finding new and better ways of doing things has been a driving force for innovation. Not much is immune to optimisation, which is why it’s so strange to see things remain unchanged for decades. Funnily enough, one of those things is the barcode – specifically, the Universal Product Code (UPC), which has been […]

Read More
People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

06 December 2023 06/12/23

People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

With the end of the year fast approaching, I’ve found myself reflecting on the experiences we’ve had over the past 12 months; from the projects we’ve worked on to the trends we’ve observed. I wanted to take this opportunity to share a few insights, including the developments we’ve seen in the world of private brand, […]

Read More
Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

13 November 2023 13/11/23

Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

At Equator, we use every tool at our disposal to identify, analyse and predict seasonal trends. It helps us track and plot how they evolve year on year, giving our clients an edge when it comes to creating seasonal designs that sparkle on shelf. Last year, before summer had even drawn to a close, we […]

Read More
What pet food trends should producers focus their development efforts on in 2023/24?

What pet food trends should producers focus their development efforts on in 2023/24?

04 September 2023 04/09/23

What pet food trends should producers focus their development efforts on in 2023/24?

As a design agency that frequently handles innovative pet food packaging projects, our team turned its attention to the pet food trends producers need to know, to stay ahead of the pack. In this blog post, you’ll find all of our insights consolidated into an easily digestible format (uh oh, we’re drifting into on-pack parlance) […]

Read More
How to win over the ‘zero consumer’

How to win over the ‘zero consumer’

19 June 2024 19/06/24

How to win over the ‘zero consumer’

In 2023, McKinsey wrote about the rise of the ‘zero consumer’. These omnichannel shoppers scrimp in some categories and splurge in others; exhibit low loyalty to brands, products, and retailers; and prioritise values, including sustainability, when making purchasing decisions. In this blog post, we look at how brands and retailers can incorporate the ‘zero consumer’ […]

Read More
Previous Slide Next Slide