Wild Bounty identity & flagship store by Dow Design, Hong Kong

October 22nd, 2013 by retail design blog

Dow Design brand and design expertise is behind the new ‘Wild Bounty’ export brand, an exciting export business aiming to become a global retail brand of New Zealand-sourced natural health supplements, manuka honey and skincare products. Working with the investors, researching the market and identifying opportunities, Dow Design created the Wild Bounty brand, which launched in Hong Kong in September with their first flagship store. Showing their depth of branding intelligence and design skills, Dow Design have conceived and developed the Wild Bounty brand, packaging design, retail vision, website and all consumer touchpoints.

Starting from scratch, Wild Bounty is an example of a design-driven business solution, the Dow Design team, created the brand positioning and developed the brand name and identity. From there they designed product packaging for the full range of 90 products and then the full suite of brand and retail collateral for consumer touchpoints.

Wild Bounty’s business owners saw an opportunity to capitalise on New Zealand’s growing reputation for natural health remedies, led by manuka honey and bee products. Wild Bounty products are divided into a skin care range, manuka honey and five categories of nature–derived supplements identified by their sources; bee, plant, sea, cervine (deer) and dairy. The brand, imagery and retail vision convey New Zealand as lush and wild, while packaging is clean and fresh representing natural health. The result positions Wild Bounty alongside global beauty and fashion brands, with a transportive and contemporary take on health products.

The clean and uncluttered packaging design of geometric patterns and designs is inspired by the ingredients, with explanation of benefits given a secondary part in the overall design. This design approach has been used across all platforms including the Wild Bounty website, and marketing collateral such as product brochures – in English with accompanying Chinese script – gift boxes, store bags and business cards.

Creating the brand identity for an extensive range of products that would express their individuality and reflect their natural ingredients, Hannah Gordon turned to geometric designs of bright and healthy colours. Styles and colours are different for each product group, for example, yellow honeycomb for the bee products and blue waves for products derived from the sea.

“The fresh designs target the high-end consumer and also differentiate the product from the typically dull and conservative design used for products in this space,” she explains. “I also wanted to move away from the rather clichéd and touristy ‘calendar’ images of New Zealand.” This, she adds, has been achieved with imagery of raw, untreated environments to express the ‘naturalness’ of New Zealand and its ‘amazing biodiversity”.

Dow managed the retail design vision, working with Hong Kong based Three Dogs Retail Design to develop the world’s first Wild Bounty store in that city. The retail identity is striking and contemporary, to generate attention and engagement in a crowded marketplace, while the store design showcases the products in a way that makes it easy for the customer to choose within the different categories. The New Zealand based business launched their first store in Hong Kong in September and intends to establish a chain of recognisable retail stores in high-end shopping locations throughout Asia, and Dow Design’s stand-out design work plays a major part in the plan.

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