Alpha | Packaging Design
I was tasked to produce a retail packaging solution and promotional material to support the launch of a new range of cosmetic products inspired by a famous landmark in New Zealand for the Mecca brand. The design was meant to reflect the choice of landmark, inspired by its places and cultural history while remaining fitting for the Mecca brand and its values.
ALPHA is a range of face and beard care products for men.
Made to be sustainable by getting rid of the need for plastic, as all the products are in the form of bars and wrapped in 100% compostable packaging (RockStock).
The packaging is inspired by Tongariro Natural Park, drawing from the area’s look and feel as well as its history and culture such as the Maori legend of the warrior mountains.
This myth is about 6 male mountains who fought to win the only female mountain, Pihanga. They fought fiercely with violent eruptions for days. In the end, Tongariro was the victor. The defeated warrior mountains were given the night to move away.
Moodboard / Design direction
Sketching, concepts and ideation
The colours are meant to represent the area. Blue/Green is for the Emerald Lakes, the Red/Orange for the lava and the Black/Charcoal for the volcanic rocks. But those colours also represent the legend - the gradation from the fighting to the settlement of
The use of paper marbling represents the texture and movement of lava.
The word-mark ‘alpha’ establishes dominance through the word and through its design. Its strong geometric shapes make it appear masculine. The legend of the warrior mountains is also incorporated in it through symbolism: 7 triangles for 7 mountains.
Furthermore, this packaging has been crafted to be a gift-pack to follow the history of the Tongariro National park that has been gifted to the Crown by the local tribe in 1887.
Final packaging carefully crafted by hand.
