• Coles Own Brand head of marketing Belinda Anderson and Mikey Hart, the creative director at brand design agency Hulsbosch will be presenting on 19 May, discussing new product development (NPD) as an integral part of corporate strategy.
    Coles Own Brand head of marketing Belinda Anderson and Mikey Hart, the creative director at brand design agency Hulsbosch will be presenting on 19 May, discussing new product development (NPD) as an integral part of corporate strategy.
  • Hulsbosch’s Mikey Hart says the new KOi for Men range was designed to created a new illustration of ‘urban-natural’ to appeal to the male audience.
    Hulsbosch’s Mikey Hart says the new KOi for Men range was designed to created a new illustration of ‘urban-natural’ to appeal to the male audience.
  • KOi body wash, from the KOi range which was designed by Hulsbosch and won several awards.
    KOi body wash, from the KOi range which was designed by Hulsbosch and won several awards.
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With AUSPACK fast approaching, we take a look at one of discussions you can expect at the AUSPACK Leaders forum. The Forum, which runs over 18 and 19 May, brings together thought leaders and game changers to have the big discussions needed by the industry to raise the bar, collaborate, and shape the industry’s future.

Coles Own Brand head of marketing Belinda Anderson and Mikey Hart, the creative director at brand design agency Hulsbosch will be presenting on 19 May, discussing new product development (NPD) as an integral part of corporate strategy. 

Anderson and Hart will examine the key steps to establishing a new brand and its strategic positioning; and expand on ways to create compelling creativity that is timeless, adaptive, and achieves ROI.

“Packaging design is a major asset in giving consumers a compelling brand-in-the-hand feel of what you’re all about and often the essence of what can drive customer satisfaction, commitment and connection,” said Hart.

“Over the years I have partnered with clients to co-create many new brands and products that have successfully gone to market nationally. Cross category launches from convenience, household cleaning, pet food to health and beauty. Some brands that scale 600 plus products on the shelves,” he added.

Hulsbosch’s Mikey Hart says the new KOi for Men range was designed to created a new illustration of ‘urban-natural’ to appeal to the male audience.
Hulsbosch’s Mikey Hart says the new KOi for Men range was designed to created a new illustration of ‘urban-natural’ to appeal to the male audience.

A success story, born from the partnership between Hulsbosch and Coles, is the creation of KOi, an international skin care brand of products that has recently expanded to include the recently launched KOi for Men sub range.

Hart says the eight products in the new KOi for Men range, which includes a shaver, body and face wash, moisturiser, beard oil and face mask, were designed to leverage the established Koi distinctive look, feel and illustration style.

“The dark modern grey with white branding was designed to create contrast between the KOi female and male brands, and the grey slate colour fits into the men’s grooming category codes,” he adds, pointing out that featured colours and illustration on the brand demonstrate “how the Koi portfolio can stretch and yet remain distinctive”.

Hulsbosch achieved top honours for the brand and packaging design of the flagship KOi range, winning two Golds and the coveted best in show Publishers Choice award at the US Vertex Awards 2021.

The KOi brand design work also won gold at the Australia and New Zealand Transform Awards 2021, in the Best Visual Identity for the FMCG sector; and three nominations at the Product of the Year 2021 awards.

“Coles Own Brand and our exclusive products have evolved significantly over the past two years and KOi is a success story that we are very proud of.

KOi body wash, from the KOi range which was designed by Hulsbosch and won several awards.
KOi body wash, from the KOi range which was designed by Hulsbosch and won several awards.

“Customers love that KOi offers them more natural and sensorial products at a great price. The brand’s design however is also critically important in this category where customers want to proudly display products in the bathroom and feel good using them.

“Our partnership with Hulsbosch has been about investing in brilliant brand development to deliver consumer value and commercial success,” said Anderson.

“I’m delighted to be presenting at the AUSPACK Leaders Forum and applaud the efforts of the organisers. Belinda and I are looking forward to revealing more on the topic and meeting AUSPACK participants in Melbourne in May,” Hart said.

Tickets for the Forum are available now from the event website at limited early bird prices to attend one or both days, either live or online.

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