The Proof is In the Purse 2011
Encouraging women to make Crystal Light part of their daily routine by getting it into their purses. Designed a Crystal Light Purse Pack, Shoppers Drug Mart Direct Mail piece and the identity for the Designer Purse Challenge contest.
The Crystal Light Purse Pack packaging uses visual language of fashion versus brand packaging making it modern, hip and relevant to the growth consumer. The Shoppers Drug Mart Direct Mail carries the purse pack and is engaging, clean and consistent with the key brand water message: mouth-watering water, leveraging ‘Love Your Water’. The Designer Purse Challenge contest identity was inspired by the many flavours of Crystal Light and executed on the Facebook contest page promoting trial and participation in selecting a winner. The identity was also executed at the Designer Purse Challenge fashion show in event signage, presentation screens, and collateral.
Art Direction, Design
Agency: Armstrong Partnership Ltd.