Opium wins another coveted Abby’s at Goa for their innovative concept of playful packaging that has proved to be engaging and enjoyable
Sunglasses have long sold glamour and sex appeal. Portraits of celebrity faces donning shades, is the established formula to sell eyewear. Opium, the sunglasses brand from Eternity Lifestyles, has decided to take an unusual stance to build itself. It’s rebranding exercise and the new packaging looks like nothing that the category has seen.
Using a fusion of two unrelated images, the packaging showcases thought – provoking, yet fun graphic design. Opium has already bagged the prestigious Blue Elephant at Kyoorius, India’s prestigious design awards, it has now picked up a Silver (with no gold awarded) at the grand event of Abby’s Advertising Awards held recently in Goa.
“Sunglasses occupy the most precious real estate available- our faces. And they are the quickest way to communicate a sense of identity for the wearer. The idea of being interesting people and leading interesting lives has become ingrained in the way we live and want to be perceived. Opium is a hat tip to the idea. We are trying to create a brand for the people who value character over template”, said Ronak Sheth, Managing Director, Opium, giving his views on curating a creative concept like this.
Speaking on the same lines, Ashutosh Karkhanis, Creative Head, Open Strategy & Design, which has worked on the entire rebranding exercise commented, ” At the core of good design is always a simple, easy-to-understand idea and with Opium we hit upon it with a core human truth. That is why Opium is not just gathering awards but also developing a successful following in actual customers. And this has happened because we stand for what the wearer stands for: to be interesting and therefore to make the world interesting.”