Exhibitions played a major role in LCI’s promotional activity. They give them the opportunity to reach worldwide audiences at high profile, target-specific events. For FiE an innovation was tried – creating drinks made from LCI products – two types were produced – a beer and a yoghurt-based drink. The packaged products were given to guests who attended their stand.
I have recently completed a re-design of the packaging for LG seeds worldwide.
Based on principles established in the The Limagrain Field Seeds Visual Identity Guide, it sets out how the identity of Limagrain Field Seeds and the LG brand should be applied to all physical, printed and digital supports, at all levels of their business.
From the Visual Identity Guide, a Packaging Guide was created to respond to the variety of specific technical realities that exist in different BU’s around the world.
The Objectives
The primary objective is to ensure that a visual consistency is achieved for any person (external or internal), who encounters the businesses. I believe passionately that this approach gives strength to their corporate and product brand.
The Spirit
For the LFS Packaging Guide, I wanted to respect the visual identity of Limagrain Field Seeds, whilst giving as much flexibility as possible for each BU and subsidiary to apply the identity. For example, there are over 80 different bag specifications used within Limagrain Field Seeds and these guidelines allow for the design to be applied in every situation.
I specifically avoided a rigid “prescriptive” approach, and the guide contains numerous exceptions to cater for any technical realities that maybe encountered.
Here are some solutions used in South America; South Africa and Europe.
