New packaging for all Care Plus products

New packaging for all Care Plus products

In addition to the campaign work, the development of POS material and a completely new website, Martin and Lewis has also developed a new packaging line for the Care Plus brand.

This process was carried out in close collaboration with the Care Plus team, where it was important that the entire line received a ‘refreshment’ without losing reference with the old packaging completely.

Basic principles of design

Designing a new packaging line is an intensive process, especially if so many factors have to be taken into account. This includes the aforementioned requirements, brand recognition, mandatory on-pack information, legibility, category classification, format, use of materials, different languages, good visibility on the shelf and, of course, understandable information for the consumer. A lot of knowledge and expertise is needed to take this into account in a packaging line with more than 100 SKUs.

Cost savings through more efficient purchasing and production

Not only was a design made for the new packaging line, we also sat down with Care Plus and the printers to achieve a more efficient way of production. This resulted in savings of more than 20%!

Design and test

To know whether the new line would meet the principles, the help of research agency and business partner Validators was called in to test various design variations of the packaging. With the data obtained from these studies, the designs were further optimized.

Research into layout, design, typography and materials
New line of icons for all packaging
Research on attention value, brand recognition, viewing focus and shelf presence for the new packaging.

Packaging photography and 3D

For the new packaging, photography was not chosen, as is usually the case. It was 3D modeling instead. Certainly for the products that are often used in different media, this has a number of advantages when properly addressed:

  • Products can be delivered quickly and easily at any angle without having to re-enter the studio
  • Products in series are always at exactly the same angle and in the same light
  • Products can also be animated for use in video
  • Special requests from customers or partners can be met quickly and easily, whether for print or online
One of the packages as the final render. Ready for digital application and in print.

Buy One, Give One

The Care Plus team is not only busy with supplying products and providing information. No, there is another thing that drives the team in Almere: the worldwide elimination of malaria. This disease makes millions of victims every year and kills more than 430,000 people every year, including many children. This must stop! The Buy One, Give One program contributes to the goal of a malaria-free world by 2030 and is so important to Care Plus that it has been included on every new Care Plus product package:


The result is a balanced design that is completely contemporary and does justice to what the Care Plus brand stands for: professional, clear, accessible and understandable. Despite the fact that there is a lot of information on the various product packaging, we have succeeded in putting a clear line in it by consistently implementing the choices made.

Pon Power solar panels: our yellow just got a lot greener.

Pon Power solar panels: our yellow just got a lot greener.

We know Pon Power mainly from the large and heavy work: aggregates, excavators, bulldozers, cranes and asphalt pavers. And let’s be honest. These large diesel guzzlers simply do not have energy class A. But Pon Power is on the move when it comes to the environment, and this originally Dutch company now also has a department that produces and installs solar panels. No Chinese Alibaba quality, but solid stuff with reliable Dutch top service. As if it was always there!

Now the dutch need to know this, also the companies and entrepreneurs. And you don’t wrap news like this in a standard print ad with an installer holding a solar panel in his hands, right?

Exactly, we thought so too! So this needs to be more distinctive and creative, maybe tickle your funny bone a little bit. And if the customer dares to do it, your ad should actually be a centerfold in that business magazine or at least on a tile … ha!

Running without legs? Javelin throw without arms?

Running without legs? Javelin throw without arms?

It sounds like the start of a bad joke: running without legs or javelin throwing without arms. But nothing could be further from the truth. There are many disabled people in the Netherlands who, despite their disability, want to enjoy a good workout. This is usually recreational, but there are also real top athletes among them who compete with each other at national and international competitions.

At Martin and Lewis we find it important and exciting to use our knowledge and skills for a good cause. The Handicapped Sports Fund relies heavily on donations and if we can help to increase the number of donors, that is a rewarding task.

Marco Huisman

Creative Director / Partner, Martin and Lewis

The Handicapped Sports Fund supports non-profit sports organizations. So that everyone with a disability, close to home, gets the opportunity to exercise. We think this is a great initiative and we are proud that we are going to help the Handicapped Sports Fund to strengthen their brand and to increase the number of donors. So that even more athletes with a handicap, close to home, have the opportunity to exercise.

1 billion euros on display at the Masters of Lxry.

1 billion euros on display at the Masters of Lxry.

“Yes, we’re going to present ourselves on the Masters of Lxry, can you come up with a creative idea for our stand?” Of course we can. But how do you get the attention of the crowd as an investment fund when it only seems to have eyes for those luxury cars, boats, clocks, dresses and paintings?

The answer is cold hard cash! We  go completely Scrooge McDuck and put a pallet with 1 billion euros in our modest stand. If that is not a conversation starter, then we don’t know what is. For the love of money!