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Liquid takes home four ADDYs in 2007.
Liquid Agency picked up a total of four ADDY awards at the 2007 AD+ Silicon Valley awards ceremony. The agency was recognized for exceptional work in the packaging, brand iden-tity and non-traditional advertising categories.
The ADDYs are considered amongst the most prestigious awards that an agency can receive for their work in the field of marketing communications. Sponsored by the American Advertising Federation, the ADDYs started out focusing exclusively on advertising work. Over time they have grown to include such items as logos, print and online collateral, point of purchase displays, as well as websites. The 2007 ADDY award winners were announced at a gala event on March 14 at Yahoo!'s headquarters in Sunnyvale.
"We're very proud to have received these awards. Winning an ADDY is a significant accomplishment, winning four of them is truly an honor. This year we won in the logo, packaging and non-traditional advertising categories - which further validates our focus on building exceptional brand experiences at retail."
ADDY Silver Award: Speck Logo
Category: Logo
Speck is a company that designs and markets unique cases and accessories for a wide range of products, such as digital music players, gaming products, phones, etc. The logo, an asterisk inside of parenthesis, is a metaphor for the fact that Speck makes products that protect your “special stuff”. At the same time...it is also a mnemonic symbol for the word “speck”. The logo needed to be featured very small on a wide variety of materials, therefore the design was kept very simple in order to optimize the reproduction through many different techniques.
ADDY Gold Award: Speck Packaging
Category: Packaging
Besides developing a new logo, Speck asked Liquid to design a new retail packaging system. Before starting to design, we conducted ethnographic research in select retail locations to help us identify what inspires consumer interest and purchase decisions in this category. As part of our definition phase, we also performed a competitive landscape analysis. We used the findings from this research as a platform for the packaging design and for decisions about the form factor and the color palette.
ADDY Gold Award: Logitech Packaging
Category: Packaging
The new packaging system we designed for Logitech’s mouse products had to meet a wide variety of objectives that went well beyond increasing shelf appeal. The design needed to address such issues as increasing product visibility, improving structural durability, reducing manufacturing costs, and optimizing shipping efficiencies. In many ways, we looked at it as being asked to design a better mouse trap...and we were happy to deliver a solution that met and exceeded expectations.
ADDY Gold Award: Logitech Packaging
Category: Packaging
The new packaging system we designed for Logitech’s mouse products had to meet a wide variety of objectives that went well beyond increasing shelf appeal. The design needed to address such issues as increasing product visibility, improving structural durability, reducing manufacturing costs, and optimizing shipping efficiencies. In many ways, we looked at it as being asked to design a better mouse trap...and we were happy to deliver a solution that met and exceeded expectations.
The promotion was also captured in short movies like this one that we put together, and which appeared on YouTube - further stretching the reach to a wider audience. View the video!
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