Project
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Angular expression2014
Project Information
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Angular expression 2014 brand evolvement
Studio/Client
Nokia
Capacity
Creative Director
Collaborators/Photography
Peter Guenzel
Collaborators/Product renders
Framestore
Discipline
PackagingBrandingArt directionEnvironmental Motion
The brief/solution
After 3 years in market, we were asked to refresh the look and feel of the Nokia Packaging portfolio — visually and physically leaving no stone un-turned. The previous approach had put ‘Brand’ first, built strong impact and visibility in-market, whilst adapting well to brand/marketing requests, so the team was asked to also take into account all the learnings from the earlier concept.
Our brand was recognised for delivering provocative products. We decided to celebrate and elevate our products further, making them the hero, leveraging that brand recognition. Creating differentiation by engineering a strong and coherent visual identity, inspired by the language of geometry and forms found within the products themselves.
We deconstructed and reduced down to the purest elements to derive a flexible yet systematic order, we explored the proportions, intersections, combinations and harmonies. To create the approach we defined as ‘Angular Expression’.
With geometry and symmetry at its core, this ordered scheme could stretch from the simplest product display to the most complicated and conceptual of compositions.
