Mexx: Summer limited edition 比賽結束

Spread Mexx’s summer freshness by designing the packaging for Mexx Limited Editions perfume for the next three years!

開始 2016年4月13日 結束 2016年5月01日 23:59 UTC 審議 結果 2016年5月
開始
2016年4月13日
結束
2016年5月01日 23:59 UTC
結果
2016年6月
簡介

背景

What is happiness? It’s getting a dream job. It’s passing one year on holiday. It’s ticking one box on the bucket list. It’s all about those big stories. Big holidays. Big events. Or is it?

Mexx, a premium perfume brand, believes that happiness lies in the small moments of our lives. A simple surprise or a spontaneous act, such as an unexpected visit from an old friend or spotting a sunset on the way home. Getting the dream job is hard, finding true love is hard too. But appreciating the moments every day and finding joy in the ordinary is easy and simple. And these are the things that make us happy.

Mexx fragrance is sold in drugstores and supermarkets, mainly in Germany, Russia and Central Europe. Consumers are young people (18-29 years old) living in the urban areas. They are simple, carefree, curious and spontaneous. The two key fragrances are Mexx MAN and Mexx Women. The fragrances are very fresh, so they are especially appealing during summer. Every year, Mexx creates a limited edition to celebrate summer, with a specific theme. For Summer 2017, 2018 and 2019, Mexx will launch a fresh Limited Edition for Man & Woman under three themes related to SUMMER CITY MOMENTS.

For each of the three collections, Mexx wants your help to design impactful packaging and invent names for the collections.

創意挑戰

Create arresting outer pack designs and impactful names for each of the three Limited Editions, to make them appeal to Millennial city dwellers and stand-out on shelf.

Each limited edition has a theme attached to it :

1. 2017: City Beach Cocktail

2. 2018: Urban Outdoor Festival

3. 2019: Rooftop Sunset

For each year, you need to design:

  • The outer pack for Mexx Man and for Mexx Woman;
  • and a name, related to the theme.

The urban context is important … the themes above are not about the feeling of enjoying a beach cocktail with friends on holiday, but a cocktail at a city beach after work, or on a summer weekend. The same everyday summer urban thinking applies to the Rooftop Sunset and (urban) Outdoor Festival themes. 

The male and female Limited Editions need to work well together – they will sit next to each other on the shelf. And the design approach must be consistent over the three years, to be seen as a collection from one year to the next.

So the overall objectives are to create a consistent design identity for the 3 themes of the Limited Editions, and to attract Millenials. Be sure that your design and the names match the summery, fresh and fruity tone of the perfumes.

You only need to design the outer packaging carton, not the flacon bottle. We’re providing the flat design in the toolkit.

The design should build on one strong, single color block and the colors needs to deliver a summery freshness and remind people of the bright summer.

You should choose different colors for Mexx Man and Mexx Woman.

Please don’t use any black & white photography or dark, non-summer colors. Color photography is OK, but bear in mind that Mexx’s graphic identity is simple & contemporary.

Here’s a recap of the do's and don'ts:

Do's

Don'ts

“Limited Edition” text: placed wherever you want) but it should be highly visible.

Black and white photography

Fragrance name, font - Helvetica Neue Pro 75

Non-summery color tones

Logo and white frame: don’t move it, leave it as per the flat design

Dull and sad imagery

Simple & colorful design

 

Fits with the brand equity – fresh, urban, everyday.

 

In order to be consistent with former designs of Mexx Limited Edition, the Logo and white frame must stay at the same place. You cannot change the Mexx logo in any way.

Imagine yourself standing in front of the perfume shelf in the hypermarket. You are looking at hundreds of different perfumes. What attracts your attention? Mexx is looking for the packaging that stands out from others.

Your idea needs to be simple, eye catching and consistent with the Mexx brand. It should creatively interpret the themes of City Beach Cocktail, Rooftop Sunset and Outdoor Festival

Please explain your designs by telling us where the names come from, what your design communicates and why you chose these colors.

Mexx might credit the designer at the launch of the Limited Edition so be aware that this could be a great opportunity to co-design a perfume collection with a great perfume brand.

提示

我們提供的舉例只用於講述其中的思路,讓你更好了解我們的期待值。請不要在你的作品中照搬,否則作品將被拒絕。

Here are two packaging for the 2014 and 2015 Limited Edition as examples. Please don’t consider them as creative directions.

2015 – Spring is Now

2014 – Summer Edition

 

 

獎金

評審團獎金

  • #1 獎金 € 6,000
  • #2 獎金 € 3,000
  • #3 獎金 € 1,000

格式

6 page PDF including your 6 designs with short description.

評獎標準

The winning designs should be simple yet impactful, able to grab the attention of young people. When people pass by the shelf, they will stop to have a look and try the perfume.

比賽指南

本次比賽指南

  • Your design has to be original work only.
  • Make sure your entry has 6 designs of outer packaging (man and woman for each year) and 3 names (one for each Limited Edition/Year)
  • Entries should be in English.
  • Please use the font - Helvetica Neue Pro 75 - for the name of fragrance. If you dont have it you can also use Helvetica.
  • Please use the template from Mexx Creative Toolkit and do not move the existing elements.
  • Please don’t use black/white images
  • Don’t use inappropriate content/language
  • Please include a short explanation for every design.
  • The use of third party elements is not allowed in this contest. You cannot use any materials from the Internet in your entry.

eYeka愛可網標準比賽指南

  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。