Smiggle

What is the company's "brand story" and how is this communicated in the design of the products and packaging?

Smiggle as a stationary brand is a success in 2003 due to the lack of fun and innovative stationary products on the market. The founders of the Australian brand Smiggle, Stephan Meurs and Peter Pausewang sought to create unique, interactive and fun stationary which ranged from erasers scented with various aromas to flexible pencils capable of knotting itself. 

The brands story communicates a sense of colourful, creative and interactive stationary items. 

Who is the target market of the company? How do you think they address this target market (ie. use of colour, graphics, type of products)

Smiggle mainly targets 15 - 25 year old women although, this does not mean they are restricted by those boundaries in terms of product development and packaging design. Smiggle is built on the principle of colourful products with the aim to draw in their target audience. 

What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? What does the packaging say/make you feel about the brand?

Smiggle packages their products with the means to make the customer feel valued. They ensure their products are safely wrapped if required, then they are placed into one of Smiggle's paper bags. The design on the bags are very simple yet crisp and pleasing to look at. Smiggle's package bags are deliberately presented with bright colours; the aim of this is to really stand out from other shopping bags when it is seen around the shopping center.  

The shelves of Smiggle are presented in a particular and aesthetically pleasing order. Products are ordered from bright to dark and the different colour categories are separated to give a presentable look. Through this method of display consumers are able to select what colour product they want while also having the flexibility of numerous products from pencil cases to storage boxes.