PACKAGING SYSTEM
A scalable retail packaging system developed for the launch of RACO's SmartStart cookware range.
2025
Packaging Design
Brand Systems
Print Production
RACO SmartStart
THE CHALLENGE
Design an entirely new packaging system for the launch of RACO SmartStart, a cookware range positioned as an accessible entry point into the RACO brand. The packaging needed to work consistently across cookware sets, individual products and accessories while remaining highly legible in a competitive retail environment.
STRATEGY
BRAND RECOGNITION
Maintain clear connection with the premium RACO brand.
RETAIL COMMUNICATION
Prioritise product visibility and shelf impact.
SCALABLE SYSTEM
Create a flexible design language adaptable across dozens of SKU variations.
PACKAGING ARCHITECTURE
> Gold colour blocking
> White product window
> Consistent icon strip
> Large hero photography
> Clearly display individual items + written list
> Simplified typography hierarchy
OUTCOME
Developed a scalable packaging system spanning cookware sets, individual cookware and retail sleeves while maintaining consistent brand recognition across the range.