- Red dot winner 2021→ Brand Design Relaunch “A Brand You Can Feel”
“A bold, beautiful visual identity is just that: a visual identity. To give deeper meaning to the branding of the CNIB, we challenged ourselves to create a brand that’s as meaningful to someone who is sighted as to someone with sight loss. The result, made in collaboration with the visually impaired community is the first tactile brand identity – a texture that tells the story of the CNIB through touch.” – winners
In the crowded landscape of modern marketing, brands seek to establish connections that transcend the ordinary. Beyond the visual and auditory realms, the integration of tactile experiences becomes a pivotal element in crafting a memorable brand identity. The sense of touch, often overlooked, holds the power to evoke emotions, create lasting impressions, and differentiate a brand in a meaningful way. By incorporating textures, materials, and physical interactions, brands not only engage consumers on a sensory level but also forge a deeper, more emotional connection. Tactile experiences go beyond aesthetics; they tell a story, convey value, and enhance the overall brand narrative. In this multi-sensory approach, brands find a unique avenue for differentiation, leaving an indelible mark in the minds and hearts of consumers.
- Red dot winner 2021→ Food Packaging “ALL ABOUT SHEEP”
“The focus of the packaging design for this brand of sheep milk powder was to enable consumers to easily distinguish it from other milk powders, as these products are relatively new on the market in China. This is achieved through a direct visual and tactile reference to the animal. For example, the handles of drawers take the shape of a lamb’s forelock, and the edges of the envelopes are cut into the form of a sheep’s ear. Thus, by cleverly adapting their structure, the boxes become square lambs. The feel of the wool is simulated by embossed characters and patterns.” – winners
Crafting a tactile experience through product packaging is more than just functional; it’s a strategic choice that can elevate a brand’s identity. Beyond mere aesthetics, this approach engages the consumer’s sense of touch, creating a memorable and immersive interaction. The unique form not only stands out on the shelves, setting the product apart, but also communicates a narrative—connecting the consumer to the essence of the product and the brand. Such thoughtful packaging goes beyond containment; it becomes an integral part of the product experience, making a lasting impression on consumers.
- Red dot winner 2023 → Haptic Puzzle
“HAPTIC PUZZLE is a puzzle that encourages the development of children’s sensory integration, especially their sense of touch. It encourages children to explore shapes and cultivate their imagination by relying on their sense of touch and delicate colors. This puzzle provides a foundation for the development of sensory integration and the cultivation of higher senses by developing the sense of touch and imagination in a fun way.” – winners
Encouraging tactile experiences and play in children is vital for their holistic development. Tactile play, which involves exploring various textures and engaging the sense of touch, serves as a foundation for multiple aspects of a child’s growth. Through hands-on interactions, children not only refine their sensory perception but also stimulate cognitive development. Tactile experiences offer opportunities for problem-solving, creativity, and the development of fine motor skills. Graphic design plays a role in this by contributing to the creation of visually and texturally engaging materials that enhance the overall tactile experience for children. Whether it’s designing educational materials, toys, or interactive displays, thoughtful graphic design can amplify the impact of tactile play, making learning more enjoyable and memorable for children.
Resources:
red-dot.org
