Wild Stone is a brand that kindles guys' desire of sudden, brief and intense sexual encounters through their deodorants, talc, soaps, shaving creams and similar personal care products.
The pack was given a mysterious personality through the gradually blackening background to resonate with its audiences' desire of being gravitational to women. The scratch marks, associated with passionate sexual encounters, cue the brand promise.
The bold lettering and magnified scratch marks help the pack look confident, like the Wild Stone men, and the asymmetric letter alignment reminds its viewers of unpredictability.
The pack change triggered the Wild Stone now Wilder and It happens advertising campaigns. For their successive ranges, they get the pack designed first and use them as part of the brief for their ad agency to ensure the alignment of their integrated marketing communications.