15: DESIGN (PACKAGING)
Packaging Designed by Orange - Orange
Multi-country Sustainable Packaging
|Title of Entry:||Packaging Designed by Orange|
|Product/Service:||Multi-country Sustainable Packaging|
|Creative Team:||Creative direction : Camille Dauhut
Project management : Isabelle Athias
|Notes:||Orange worldwide product distribution’s highlights a double issue for our identity: How to rethink packaging in order to better distinguish our home made products, while reducing their impact on the planet.
By choosing material reduction as a first constraint, we delete varnish, plastic, metal and use rawest materials as possible: an intuitive way for our customers to do the right recycling actions. We propose a graphic double perception of the product, scale 1, with a link between black outlines drawing and seal label with a photorealistic view to give information about colours, material and finishing.
By offering a multi-country common box system, printed only in black giving a 2D sensitive perception, ink consumption is minimal. Only the seal label remains printed in colour and personalized with local communication, specific to each country whose realistic visual subtly emphasizes the device aesthetics. This concept enables us to focus on the unboxing experience because consistency is ensured by the composition between the box and the label. It gains flexibility with suppliers and countries to avoid wastes, and traceability data’s requirements are included into our buy-in process for analytics.