With Code, the Wild Stone brand takes a step back from portraying primal aggression to claim the refinement associated with more perfume-like deodorants. The packaging aimed to resolve the contradiction while retaining Wild Stone’s core equity of a quiet but intense masculine magnetism.
We took a bold move to break the convention by creating an all-white pack in a sea of black. It cues its premium character and heightens differentiation by standing out on a shelf dominated by the gentlemanly blacks and deep colours of the competition.
We created a ‘panelled effect’ through the ‘Code’ lettering, which extends beyond the front of the pack and onto the two adjacent sides. This affords retailers to display the packs in a way that reveals the entire lettering and also increases the products’ prominence by providing relief from the visual clutter of a modern retail shelf.
Wild Stone insiders will note the downplayed scratch marks, now distantlyn respectful of its lineage but no longer dominant. A shift for the brand, in a more energetic direction that allows it to venture into a new brand thought.
– Text and images by Itu Chaudhuri Design