Davidson Branding has won two gold design awards at the 2021 Melbourne Driven X Design Awards for its work with Pact Group and 4Legs Pet Food.
It won a gold awards in the Three Dimensional – FMCG and Identity and Branding – Corporate categories for the 4Legs Pet Food and Pact brand and Identity designs respectively.
For the Identity and Branding – Corporate award, it said Pact Group’s existing brand identity and visual language were missing the gravitas and scale of the company’s new vision.
The brand needed a refresh to reflect its global stature and commitment to its new vision of a circular economy and bring this new purpose and positioning to life.
Workshops and internal stakeholder interviews provided critical insights that allowed Davidson to develop a compelling brand narrative which in turn brought to life the unique brand positioning: ‘Leading the circular economy’.
“To delineate between the three Pact divisions and their capabilities, we created a brand architecture that unified all products and services under Pact Group; giving internal and external audiences a clear understanding of the company’s structure,” the company said.
“The new visual language featuring aerial nature landscape photography captures the grandeur of our planet and communicates the world-scale solutions of Pact Group. A simple circular graphic device holds the photography; the rotation reflecting the perpetual motion of the circular economy, further brought to life in animation as an ever-rotating ring.”
It also won the Three Dimensional – FMCG gold award as the 4Legs brand needed a new positioning which would better reflect its vision, values and mission of helping dogs live a happier and healthier life.
Davidson developed a new brand strategy, giving the packaging a fresh and contemporary look that aligned with the new positioning and improved shelf stand-out.
“The team at Davidson are incredibly proud and humbled to be acknowledged by our peers, clients and the global Driven X Design panel,” it added.