Geometry Global designed this electrifying packaging for Flora for Fauna, a line of aphrodisiacs geared specifically toward the Chinese market.
“Illegal wildlife trafficking has prevailed for centuries and today reaches an estimated market value of $19 billion USD (source: Havocscope).
The demand for aphrodisiacs containing these ingredients is one of the drivers of this trade and has clearly led to the poaching of endangered animals and plants, many of which risk extinction.”
“China is a significant consumer of these aphrodisiacs, the ingredients for which are sourced from all over the world. The Colombian Ministry of Environment and Sustainable Development became aware of the demand for its own wildlife species and wanted to stop this illegal activity. So they turned to Geometry Global Colombia, their partner agency since 2014 with whom they created several successful campaigns to save their marine ecosystems from the invasive Lionfish species.
Geometry took a novel approach. Instead of trying to change the behavior of the poachers, they would change the behavior of the consumers by subtly redirecting them towards sustainable and environmentally friendly products.
And Colombia has the perfect sustainable ingredient: the Chontaduro fruit, known as “Nature’s Viagra,” is believed to have powerful aphrodisiac powers and has been used for centuries by the Afro-Colombian communities of the Pacific Coast of Colombia.”
“Bringing in the expertise of Geometry’s Hong Kong office and WildBond Hong Kong, a conservation group dedicated to protecting endangered species, Geometry Global embarked on a complex project to invent new products with this fruit and create a new brand that would appeal to the Chinese buyer of erotic merchandise and aphrodisiacs.
Multiple products were developed including massage oil, candles, and an energy drink, and marketed under a provocative Chinese brand name (She Shou Tau, or ‘Orgasmic Peach’) with a compelling package design to suit this unique sales channel.”
“Edwin Pineda, ECD Geometry Global Colombia commented: ‘As an agency we focus on changing behavior. In this case we realized that it would be nearly impossible to change the behavior of illegal traffickers. So instead we focused on getting the buyers to switch brands at the moment of purchase. What a beautiful problem to solve!’
Juliàn Hernandez, ECD Geometry Global Hong Kong added, ‘Wildlife traffic is a global issue that requires global thinking. That’s why we’re thrilled with this collaboration, that has given us the chance to invent new products, a new brand, and craft an effective marketing and distribution strategy in China with the goal of saving endangered animals across the globe, while supporting farming communities in Colombia. It is indeed a once in a lifetime opportunity.’”
Agency: Geometry Global
Executive Creative Director: Edwin Pineda
Executive Creative Director: Julian Hernández
Creative Director: Julian Guarin Barkach
Art Director: Carlos Bedoya
Executive Creative Director: Daniel Comar
Chief Creative Officer: Juan Jose Posada
Location: Bogotá, Colombia
from Blog – The Dieline | Packaging & Branding Design & Innovation News http://ift.tt/2rU7hn4