Mode styles Navman packaging

Navman Mobile has homed in on Mode-designed packaging, literature and point-of-sale graphics, created for a fee of around £50 000, to launch its latest global positioning system for hand-held computers later this month.

The New Zealand-based software company supplies GPS systems to both consumer and business-to-business markets.

Navman Mobile European general manager Prash Vadgama says the consultancy was briefed to create a visual identity that would hold its own against ‘the big brand names that work with our products like Compaq’s iPAQ’.

‘GPS technology is still a new concept to many people so it’s vital we keep the message easy to understand,’ he adds.

Mode partner Phil Costin says logotype and corporate colours have been retained, but product packaging has been revamped. The group has created a ‘contemporary visual language’ to communicate the product’s ease of use and rationalised the amount and hierachy of information on pack, adds Costin.

The consultancy worked with photographer Lee Mawdesley to create an image library for use in future advertising and point-of-sale campaigns.

Mode also recommended adding the use of ‘keyword’ descriptors like ‘voice’ to products to make them more approachable.

This sub-branding strategy will be pursued with future products, according to Costin.