Global creative agency Anthem has created a unique packaging design and brand launch for the new Rampage hair dryer from Jerdon Style.
According to AJ Schlake-Betz, managing director for Anthem’s Toronto office, the agency’s key objective for the hair dryer packaging was to bring Rampage’s fashion sense to the traditionally function-driven category.
Anthem conducted market research and found that a ‘function meets fashion’ brand message rarely resonates well with consumers, said Schlake-Betz. Anthem wanted the packaging to connect with consumers on both an emotional and functional level.
Helena Yoon, creative director of Anthem’s Toronto office said:
“What makes Rampage packaging so innovative is that while it meets consumers’ functional needs, it also provides an elevated fashion experience that is missing from the rest of the competitive landscape. Its story of fashion and glamour is told through a number of design details to collectively tell a compelling story.”
Anthem has been awarded a Gold PAC Leadership Award for its brand launch innovation and packaging design excellence for Rampage.