2012 Results

CAT 38 - Packaging Design (PAC)

BRONZE

Turner Duckworth (UNITED KINGDOM)

Conte a Paris, "Conte a Paris Packaging"38-03053-PAC
 

Agency (city): Turner Duckworth: London & San Francisco

Creative Director(s): David Turner and Bruce Duckworth

Photographer(s): Craig Easton

Illustrator(s): Geoffrey Appleton

Design Director: Jamie McCathie

Designer(s): David Blakemore and Jamie McCathie

Typographer: Nick Cooke

Artworker: James Norris

Retoucher: Peter Ruane

Short explanation

Jacques Conte invented the graphite lead and the Carre pastel. This led in 1795 to the establishment of the Conte a Paris brand, a fine art brand specializing in sketching pencils, pastels and Carre for use by professional and semi professional artists.

We were asked to develop a new brand identity and packaging system for the brand to reposition it in both artists and the retailers’ minds as the professional fine art brand.

The Conte packaging design is a departure from the norms of the category, which typically show uninspiring sketches of still life drawn using the contents of the particular set.

Our packaging shows scenes of Paris to inspire our customers to want to draw - And of course, accentuate the unique provenance of the brand.

Every set has an idea that inspires the artist to use a particular set of colours.

A set of black-only Conte pastilles features a black cat on a dark night walking on a Parisian cobbled street as inspiration. A set of white shows the famous white architecture of Sacre Coeur cathedral.

The Putty rubber shows a familiar Parisian rubbish cart.

The larger gift sets come in reusable tin packaging. The paper ‘sales’ band can be removed to leave an elegant collectable tin box.

The logo is a redesign from an old trademark that Conte a Paris had in the 1800’s.

Description

Conte a Paris is a fine art brand specializing in sketching pencils, pastels and Carre for use by professional and semi professional artists.