Spotlight: Curious

Today's Spotlight takes us down-under to Curious, an agency with studios in Auckland and Sydney. Curious understands that great brands are born out of great partnerships between the client and designer. A willingness on both sides to listen, respect and challenge throughout the design process ensures that strategies are robust and owned by both parties with equal passion. This collaborative philosophy has seen Curious work on many brands throughout the world and be internationally recognized with numerous awards.

“After all, brands should speak their mind and have a personality that captures your imagination.”

BOLU

Bolu are purveyors of fine quality tea, directly sourced from Fair Trade plantations in Darjeeling, North India. Our client's brief was to design a suite of original, contemporary packaging that created an overall 'umbrella' look to the consumer, but that also reflected the individuality of each tea variety.

The starting point to achieving this goal was the creation of a totally unique pack shape. Curious worked closely with Mat Bogust from Think Packaging on this process. After exploring many options, he came up with a revolutionary solution, which culminated in a perfect balance of aesthetics and function. Visually the pack looks completely harmonious-due to the integration of flowing, curved lines that echo traditional Indian architecture.

Designer: Monique PilleyArt director: Nigel KuzimskiPackaging construction: Mat Bogust

CRAFTY BEGGARS

When a rogue crew of 9 brewers came together and created the finest beers known to man, they turned to Curious to bring their vision to life. Thus Crafty Beggars was born. The understated packaging design reflects all of the values of this 'rogue council of brewers'-honesty, a sense of humour and a desire to make a craft beer that you can actually drink! Designer: Lynne RichardsonArt director: Nigel KuzimskiTypographer: Lynne Richardson

NEWTON'S

Increased demand for their lawn and bird seed products prompted Newton Seed to launch a retail range of vegetable seeds. They wanted to reflect an environmental responsibility as well as get away from traditional seed packaging with its customary photos of impossible-to-achieve results. The use of woodcut-style illustrations and the specification of a natural recycled stock and bio-inks have all worked together to maintain the integrity of the packs.Designer: Monique PilleyArt director: Nigel KuzimskiIllustrator: Samuel Sakaria

BRAMBLE'S 

What happens when you just have the most divine tasting liquid and a bottle? You come to Curious and they'll create a memorable brand. The Drinks Factory asked us to come up with a suitable name and packaging that not only reflected the qualities of the cider, but that also fitted in with the social, sharing occasion surrounding the product. Thus Brambles's was born. A balance of traditional values and contemporary design. 

Designer: Monique PilleyArt director: Nigel KuzimskiIllustrator: Phillip Small

HONORA 

Unique, varied fauna from native forests and a pristine countryside is the reason why New Zealand sourced honey is sought after throughout the world. Greens of New Zealand has captured all of the goodness and medicinal properties of this product and recognised a huge opportunity for introducing a high quality honey brand into the rapidly developing Asian market. An evocative name was the starting point which gave us the inspiration to create the elegant, sophisticated packaging. An outstanding blend of an iconic logo, clean contemporary typography and beautifully illustrated imagery.

Designer: Monique PilleyArt director: Nigel KuzimskiIllustrator: Jo Tronc

KINGAROY GOLD 

Our brief was to develop a brand and packaging for PCA's gourmet range of nuts, that would appeal to a younger and more discerning target market. This was successfully achieved by integrating layers of elements that delivered key cues to the consumer. Firstly we introduced a core colour palette of black and gold to express quality and sophistication. We then added creative compositions of imagery that combined the actual product and each flavour's unique ingredients. This was topped off with a 'hand crafted' style font that represents the care and attention that PCA lavish on producing their superior range of value added product. The result? The humble peanut has finally come out of its shell!

Designer: Monique PilleyArt director: Nigel KuzimskiIllustration: Curtis Walker

ON

Our client's mission was to launch a new beverage that would be defined as 'The natural boost you need for life'.  With its unique combination of all natural ingredients, these clever people created a functional beverage that not only increases stamina and boosts brain power-but it tastes great too. All Curious had to do was come up with a great name, an instantly memorable marque and outstanding packaging that embodied the benefits and aspirations of the brand. All in a day's work really. From the simple evocative name, through to the stylised 'on switch' iconography and contemporary, asymmetric graphics-Curious has met the brief perfectly.

Designer: Monique PilleyArt director: Nigel KuzimskiIllustrator: Curtis Walker

YOLKR

When our client's first words about his product was that 'it sucks', it was a little disconcerting….. However after seeing this beautiful little device that makes separating egg yolks from whites, quick easy and clean-it all made sense. Think Packaging's Mat Bogust provided the inspiration-by designing a very contemporary physical construction that showcased the ergonomic beauty of the YOLKR. Curious then complemented that with sophisticated graphics, to create an uber cool presentation.

Designer: Monique PilleyArt director: Nigel KuzimskiPackaging construction: Mat Bogust

We understand that our clients want the world to know and love their brands as much as they do.