D'Addario Organics
Campaign
2022
D'Addario reeds have always been overshadowed by their counterpart Vandoren; not due to lack of quality or playability, but to Vandooren users pure devotion to the brand.
To try and reinforce the D'Addario name in the woodwind world, A proccess of organic changes were made to the farming and cultivating of these instrument reeds, earning the seal of 100% Organic approval; something that Vandooren doesn't have. Our goal was to launch the aptly named 'D'Addario Organics' range to the public with a complete identity refresh from packaging design to marketing & consumer relations. Engaging with the enviromentally concious woodwind musician, we aimed to turn their brand loyalty from Vandooren to their organic equivalent: D'Addario.
Client: D'Addario
Deliverables: Packaging, Identity, Campaign
Creative Direction: Tracy Turnbull
Art Direction: Ben Tattersall & Caitlin Fine
Copywriting: Jake Tannery
Animation: XO3D Creative
The 10 year old packaging design of the current Reserve and Select Jazz range had begun to outstay it's welcome on the shelves of music shops around the world. Early conceptions for this re design went for a more radical approach, leaning towards a complete rehaul from colour to subrand logotypes. However, working closely with experts from the woodwind field, we learnt that consumers had grown a close connection with the colour and logo denotation for each reed sub-brand; A reserve classic player expects to purchase the purple box, and a select jazz player expects the gold.
Researching into the organic process and harvesting of the cane, telling the organic story, and supporting this being an organic product was a key part of this campaign. The decission of Implementing the topographic map pattern of the cane plantation in Hyères, opened up a visual motif that could be used throughout the campagin to connect both sub brands (Select Jazz & Reserve), whilst communicating the underlying organic message.
