After recognizing YAK Agency as the best agency in Italy and awarding it for the new institutional image of the Azienda Ospedale – Università di Padova, the 27th edition of Mediastars, the Technical Award for Advertising dedicated to the Italian agencies’ creativity, awarded the agency with a “Special Star” for the graphic project of the Dhyāna brand’s packaging, a made in Italy brand of tea leafs and premium quality natural herbal teas.
A board of 200 marketing and communication professionals and experts selected from among the CEOs of leading Italian companies, assessed over 600 projects entered to represent the current Italian communication. The board awarded Marco Dalla Dea and Giovanni Cecolin’s from Padua-based agency for the graphic design developed for the client Dhyāna – Natural Leaf tea, e-commerce specialized in the online sale of tea leafs.
The awarded project
YAK Agency designed two packaging formats (loose product and filters) for Dhyāna (a new brand of whole leaf teas and premium quality natural herbal teas) starting from the stylistic line previously studied by the agency, which also took care of the study of brand positioning and image, including the logo and naming, digital communication and e-commerce development.
Objectives of the creative intervention:
- Be in line with the brand’s sustainability and naturalness values
- Make the value and positioning of the product perceived
- Bringing out the difference between the different lines and countries of origin, which is a brand’s feature
The packaging was created on several fronts: from finding totally recyclable and compostable materials to the choice of a vertical format, easy to handle and store, reminiscent of packs used in sectors such as cosmetics and distinguishing it from mass retail products. The technique used to make the products unique and valuable using watercolours recall veins of natural elements and representations of the places of origin’s (India, Nepal, and Sri Lanka) landscapes and crops.
Yearly, Mediastars values the professionalism and the talent of those who work in the Italian communication and advertising industry. The Award is an important opportunity to share and celebrate the achievements of the agencies, but at the same times to encourage the design of authentic and innovative communication proposals. The agency is awaited in Milan on the 9th of June for the official award ceremony.
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