Brief
Client - Mecca
born in 1997 and today has a team of over 5,00 members and 100+ retail stores across Australia and New Zealand.
Their purpose since the beginning has been to enable their customers to feel and look their best by offering them the words best lineup of beauty and skin-care brands, paired with exceptional service.
City - Queenstown
Queenstown’s journey to becoming an internationally acclaimed four-season resort began with the support of Kiwis who used it as a popular summer holiday destination.
As better roads and facilities were developed the town became a picturesque overnight stop for coach tours and a thriving winter ski resort when Coronet Peak opened in 1947.
World-first innovations such as commercial jet boating and bungy jumping helped forge Queenstown’s enduring reputation as the ‘Adventure Capital of the World’.
As Queenstown's popularity increased, so too did its accessibility. Regular direct flights now operate from major New Zealand centres and Australia’s East Coast.
Problem
Mecca is launching a cosmetics range inspired by a New Zealand city to celebrate their success in the country. The packaging needs to reflect the people, places, and cultural history of the city. It must also remain fitting to Mecca’s brand and its values.
Solution
To research and design packaging for Mecca's new range inspired by the city of Queenstown. It will reflect its buzzing atmosphere, tourist attractions, and cultural history. It will also remain fitting to Mecca’s brand and its values.
Queenstown is surrounded by mountains covered in snow and built around Lake Wakatipu. The range will, therefore, be based on the three states of water - solid, liquid and gas.
These will be represented through the following:
Solid - Nourishing moisturiser
Liquid - Revitalising face oil
Gas - Hydrating mist
Style
Clean, minimal, abstract
