Packaging matters: ‘Square 44’

Square 44, the international design agency specialising in packaging, has been able to partner several great brands in Sri Lanka to pose a new look. During the year 2016/17 one such project Square 44 was involved in was the ‘Velvet Launch/Relaunch’. ‘Velvet’ a brand which has formidable presence in the Personal Wash Category expanded into other areas such as Body Lotion, Body Wash, along with the up-gradation of the two categories it was already present in – Beauty Soap and Hand Wash. 

A project which consisted of structural development as well as labelling design was successfully completed with the brand introducing the whole new range to the market. A strong partnership developed during the period between the Marketing, Development teams at Hemas Consumer Marketing and team representing Square 44 enabled the achievement of this success. 

Speaking on the experience Marketing Manager Fiona Jurianz Munasinghe commented, 

“Square 44 is working closely with us on several very important packaging projects. We found the team very flexible and cooperative. They showed a fantastic ability to bring in fresh thinking from a packaging perspective. It was lovely to see their ownership and delight as their designs became live packaging in the market. With the outstanding packaging that has been created, we are confident that the brand can stand on its own anywhere in the world amidst global brands enabling our journey to the next level.”

Commenting on the complex project, Square 44 Director Sven Petersen said, “This was a very involving and interesting project, we had to understand the brand and its equity fully from a consumer perspective prior to embarking on the work. It was complex as the designs had to consider structure as well as labels in multiple categories. During this period we worked very closely with the different stake holders from the company to ensure the ultimate success. Expertise of renowned international designers, both for structural and label designs, added value to the project and we were able to achieve an outstanding range which both us as the design agency and the team at Hemas Marketing are truly proud of.”

Speaking from a local perspective, Square 44 Brand Consultant Sri Lanka Tusitha Kumarakulasingam commented, “Packaging development is a challenge for local marketers, with the evolutions that we see in most categories, we can no longer ignore this very important element of the marketing mix. We at Square 44 believe this is a science that needs to be mastered. Today we are proud to see our work making an impact in the market for great brands, making them stand out at the point of purchase. The project we just completed for Velvet is a great success story, and we are confident it will help the Brand to grow from strength to strength. We are proud to have been the design agency on this project.”

“The importance of packaging in the marketing mix should not be undermined, although some do not give it due attention. An outstanding formulae in an outstanding pack, interacts with your consumer at every point of contact, be it at the point of purchase of at the point of use. It helps to gain the attention of the consumer on the shelf, most times even as a silent salesman and once home interacts with the consumer until the product is consumed. Therefore the role it plays cannot be taken lightly and it is interesting to see more and more marketers are becoming interested in exploring the opportunities to win by focusing on effective and impactful packaging. We entered the Sri Lankan market just two years ago and today we have quite a few projects that have been completed successfully for several clients. It is an honour to be recognised in a yet another market for outstanding work,” stated Square 44 Founder/Director Math Aliet. 

Square 44 is a ‘branding agency’ established in 2005, working on consumer, retail and corporate brands, operating in 16 markets across Asia, touching over two billion consumers, through over 300 clients and 1,000 brands.