All info taken from Brand Republic.
Bulletproof creates wallpaper-inspired Ted Baker packaging
Susan Billinge, brandrepublic.com, 20 June 2008, 03:40PM
LONDON - KMI has unveiled an all-new Ted Baker Bodywear fragrance range with packaging created by London design consultancy Bulletproof, which was appointed without a pitch.
KMI owns the King of Shaves brand and licences the Ted Baker brand for fragrances. The new-look Bodywear packaging was developed to revive the range that was first introduced in 2005. Bulletproof's design was created to work across all the Ted Baker Bodywear variants and give the range a cohesive appearance. A bold colour palette was used to distinguish between the different scents, give shelf impact and simplify navigation. Nick Rees, creative director at Bulletproof, said: "Our primary challenge was to address an obvious need to premiumise the range. An extensive male and female range with four different fragrances called for a simple solution. "We created bespoke wallpapers to help segment the four scents with specific quirky, aspirational icons chosen for their male and female appeal. "This provided KMI with a suite of ownable elements that could be translated across all consumer touchpoints." Bulletproof was appointed in February 2007. Since then they have also helped KMI launch Angel Fish, the female version of the Fish hair styling and lifestyle brand.