The AA has looked after Britain's motorists for over 100 years and is a leading expert brand that is iconic, trusted and relied on by millions of customers every day. I had a big responsibility in taking on this brand and it was a pleasure to bring this packaging to life and to really make sure it stood out on the shelf.
A big part of my role working at Saxon Brands was packaging design, I was responsible for the creation of attractive, functional packaging for motoring accessories across a range of brands they offer. This particular page presents some of the AA range of packaging I have designed over the time working at Saxon Brands.
The products in this range can vary massively in size and shape, therefore each product requires a bespoke approach each time development begins, whilst hitting all of the checkpoints of tight brand guidelines. Certain products may only require a cardboard wrap as the product itself may have its own protective cover/case, whereas other types of products may require a box or blister. During my time working at Saxon Brands we successfully overviewed and changed packaging materials to deliver more sustainable packaging. As an ethical and responsible distributor, Saxon will continue with updating their packaging materials, allowing me to redesign packaging throughout the range, a common change made was switching PVC outers to easily recycled cardboard and not using lamination on cardboard. Part of this process allowed us to then audit and update all of the OPRL (recycling labels). All packaging artwork had to be submitted for approval to the AA on completion of each project.
Please see some of the range above and below.
