Oscar+Dehn appoints Ergo for worldwide redesign task

LONDON - Independent brand consultancy Ergo has been appointed by beauty and lifestyle company Oscar+Dehn to redesign the packaging of its premium Feel Fantastic in the City range worldwide.

Ergo has devised highly creative packaging for the four-strong Feel Fantastic range, which includes a travel mask, eye mask, face mask and foot soother. The new packaging launches throughout the world in March 2004.

Ergo developed cutting-edge packaging to appeal to Oscar+Dehn's core audience of sophisticated busy men and women. It is designed to achieve stand-out in the world's luxury stores where the range will be sold, including Heal's, the Conran Shop and the Pompidou Centre in Paris.

A unique feature of the packaging developed by Ergo is its tactile nature. It has been designed to have a soft, soothing and sensual feel to reflect the benefits of Oscar+Dehn's product range.

Ergo have also designed the packaging so it can be stored in the fridge, as the Feel Fantastic products are reuseable and can be applied cold.

Melissa Scott, director at Oscar+Dehn, said: "'Pushing the boundaries in packaging is always scary. Ergo was there for us throughout the process -- from innovation to project management. It's why we keep coming back to Ergo.

"What Ergo has delivered is highly creative, attractive, tactile and practical packaging that will be of strong interest to all consumers in the luxury stores where the Feel Fantastic range is sold throughout the world."

As part of the re-design Ergo produced new names for the Feel Fantastic range to inspire purchase. The travel mask is now called Sightseeing; the eye mask, Eyesmile; the face mask, Freshfaced; and the foot soothers, Solesaver.

Simon John, partner at Ergo, said: "It has been a real technical and creative challenge to realise the packaging. To go from an original concept into realisation -- and we have been successful in that realisation."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.