A group of brand new pillow packages designed by Renato Spera Condó – founder, branding manager and graphic designer of the Estúdio Único from São Paulo / Brazil – for the client Santista, one of the biggest textile companies in South America.
The job was born after we observed the necessity to bring the clients´ packages concepts to a modern and objective language.
We started the project back in 20017 an it is running until now, with new packages layouts being released every year as they launch new products.
Their packages concept on that moment was a bit confusing, and we saw the oportunity to enter a cool project to change that… and it was!
Our main mission was to solve the biggest problem they had at that point: the previows layouts they had in line were almost all the same, with small changes from a product to another (basically color changes and no structure or concept differences between all the packages), making customers´ life hard when it comes to understanding the differences between the offers.
That being said, even thougn Santista is our client since early 2.000´s, we were working to a very traditional client with very traditional concepts and culture, so you can imagine that was not an easy task to convince them that a change this big was coming for the good.
Leaving aside faded colors usually found on bedding communication projects and having in mind our target is the popular / mid class market, these layouts are full of brightness aiming to be eye cathing in both physical stores and online market places.
Besides that, the graphic elements used on each one of the packages ensures the customers´ fast understanding about the products´ attributes and differentials.
Most part of the layouts are made using 2 or 3 pure colors, garanteing much more vivacity if compared to default CMYK prints.
Bringing customers closer to the brand through friendly communication is one of the biggest goals here and we really believe the good design is something that must be available to everybody. Our work is driven by that!
The results made and still make us very proud and as soon as Santista is a real big player in the brazilian market, we can find these packages on almost every store that sells bedding products here in our country.
I think we reached the objectives with a very disruptive graphic design work, running away from the obvious and taking all the risks on trying something really new.
The layouts are more about feeling than about reading and reminds us sleeping could be fun and easy!