2023 Winner

To provide a safe and respectful way for Sikh motorcyclists to protect themselves and their identity, Pfaff Harley-Davidson partnered with an industrial designer to create a “Tough Turban” made of impact-resistant materials. To bring this innovation to life, the team at Pfaff Harley-Davidson, with Zulu Alpha Kilo, wanted to create packaging that would capture the spirit and ingenuity of the product and make the ‘unboxing’ experience a sales tool in itself. Paper packaging – a single sheet - was designed to look like a turban and folded into an origami-like envelope, with overlapping folds on one side and flat graphic patterns on the other, so that it appeared as a replica of what a turban looks like when worn. The packaging featured graphic patterns reminiscent of the high-tech fabrics and protective materials the Tough Turban itself was made of, to capture the turban’s attributes of impact resistance, impact dispersion and rigid strength. The presentation caught the interest of Hero MotoCorp, the world’s largest maker of two-wheeled vehicles; Veluon, a product development firm; and The Trendy Singh, a maker of fashion turbans.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Zak Mroueh
Head of Design: Stephanie Yung
Designer Director: Dejan Djuric
Associate Creative Director/Art Director: Vic Bath
Associate Creative Director/Writer: Dan Cummings
Agency Producer: Laura Dubcovsky, Tim Lynch
Account Team: Corina Wilkes, Karla Ramirez, Rob Feightner, Allison Diaz Mercado
Strategy Director: Spencer MacEachern
Digital Strategist: Shaunagh Farrelly
Client: Pfaff Harley-Davidson
Client: Brandon Durmann, Melanie Somerville
Product Design: Sparks Innovation
3D Artist: Pierre Bourjo | Fuze Reps
Origami Artist: Peyton Leung
Printer: Flash Reproductions
Photographers: The Moto Foto | Dan Lim, Raina + Wilson | Fuze Reps, Arash Moallemi | Fuze Reps