Telstra
Packaging Design System
As part of a strategic repositioning of the Telstra brand, Birdstone were challenged by Telstra to reimagine how they approach packaging. With a vast portfolio of products sourced from multiple suppliers, Telstra had an inconsistent packaging style that did not represent the brand positioning or future strategy of their business.
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The new system is outstanding, exceptional and amazing.
– 2020 Transform Awards Judges
​​Our solution blends refined brand elements with sophisticated structural design to create a consistent packaging suite that can be executed by multiple suppliers globally. The design architecture features only necessary messaging and thoughtful use of colour and illustration to create a cohesive, engaging user experience.
Bespoke structural designs achieve a significant reduction in packaging materials and plastics, positioning Telstra as a leader
in sustainable design and saving hundreds of tonnes in packaging annually. The reduction in materials has created significant improvements in packaging costs, logistics, delivery efficiency
and overall savings.​
Working with Birdstone on Telstra’s sustainable packaging design has been an outstanding experience.
Their team brought deep expertise, creativity, and a genuine commitment to sustainability that aligned with Telstra's Envionmental Sustainability Strategy. Together, we delivered innovative, fully recyclable packaging solutions for over 200 SKUs—achieving our 100% recyclability target ahead of schedule and earning industry recognition with the APCO packaging award.
Birdstone’s collaborative approach, attention to detail, and ability to manage complex stakeholder environments made them an invaluable partner in transforming our packaging portfolio.
– Zahra Christoffelsz, Telstra Senior Packaging and Communication Specialist
