The target consumer: construction workers.
The design: we were faced with the challenge to create a pack for a target market, rather indifferent towards packaging design, and quite practical in its job related interactions. We chose an approach which could be the equivalent of a friendly wink to the specific consumer, and ended up placing a pin-up, all-time favorite, in every work site; Elaborating our idea a bit further and according to the product's needs, we made a gallery of these female 'construction companions', each figure in the gallery charmingly wrapped in clothing of various degrees of transparency; we thus related the product characteristics (degree of putty overlap), with the respective garment. By being 'unpredicted', almost eccentric, albeit in a nostalgic, elegant and humorous way, we aimed to create a buzz among people in the business, and also point to the joy that simple choices can bring, when they lighten up our working routine.
