Packaging of the World Digest 1
No time to search new design ideas on Packaging of the World last week? B&H to the rescue! Here are three designs that popped out to us this week:
1) Two Prophets Mezcal (Sustainability, Courage, Young designers), 2) Csernyik pince wine (UnDigital, Customer Centricity), 3) Sangría Lolea Brut (BIG STEPS, Fun).
This Two Prophets Mezcal Mexican Moonshine packaging was designed by Aaron-Harper Lee, as a student project for the Academy of Art University, San Francisco, California (@academy_of_art).
This design caught our attention for four reasons:
It is a sustainable design for a new sector of products (multiple units of breakable items).
It’s combination of functionality and aesthetic design, which shows a deep appreciation of the power and beauty of design.
Courage: It’s bold use of traditional Mexican Dia De Los Muertos (Day of the Dead) colors and skull images. A nod to both the cultural elements and the target audience that celebrates life by taunting death via strong experiences.
And because I like skulls. I include them in my fashion as often as possible.
Congratulations Aron-Harper, you made a splash in the Czech Republic!
The Point: Young people know that today, if you want to get noticed—or stay noticed—in the infinite sea of products, platforms and Pinterests, then BIG, BOLD, Courageous steps are no longer a luxury, they are an evolutionary branding necessity.
See the original post on Packaging of the World.
Related posts:
Another student design that rocked our world was Dannone’s Oikos Greek Yogurt.
The Courageous and the Cowardly
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Secondly, as we discussed in our post “The Transformative Power of Design (and the Tragedy of Poor and Careless Design”, wineries, which are often small, family owned businesses, frequently skimp on packaging design, or do not seem to be aware of the power of packaging design to move product and create and long term brand relationship. This is especially true in the Czech Republic, thus wines from Moravia for example, even though some are excellent, get much less attention than, say, Hungarian wines like this one.
Csernyik pince is a Hungarian wine that is getting it right.
The design features a map of the wine-growing region, which as, you know that connoisseurs’ knowledge of the region is important, thus this represents an ear to consumer desires and shows an element of Customer Centricity. Furthermore, the map invites involvement, even interactivity, with the packaging, perhaps by giving a topic for discussion, or a destination for a Google Maps search. There is some instinct in humans that gives maps a power to draw people in.
It is also an excellent example of an UnDigital design* in that it has hand crafted art, done on maps which have the irregular patterns of nature, thus doubling it’s organic depth. It has soft color and texture and calls out to be picked up, handled, studied, taken home, and experienced. Perhaps the map will help them find their way back for more.
See the original post on Packaging of the World.
* For other examples of UnDigital Designs see:
Rise of the UnDigital
Further Evidence of a Trend: The Return to UnDigital Roots
Rise of the UnDigital 2: Handcrafted typography and illustration
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Thirdly, we have a BIG STEP, a whole new approach to sparkling wine based drinks and cocktails.
It’s got gold polka dots, big ones, like giant champagne bubbles rising to the top and bursting into user experience. What more could you want? Besides:
A whole new color pallet for cocktails, where gold is brought from thin swirly trim to the front as the heart of the design.
The representation of outsized and emphasized bubbles. It is, after all, the bubbles that define Brut as a beverage. No bubbles, no Brut.
This shows courage to go for the BIG STEP that says, This is no ordinary premium product, this is Lolea Brut!
And a classy cap with Art Deco style text that reflects the Great Gatsby era Roaring ‘20s flowing with champagne abandon. It makes one expect jazz to bubble out when the cork is popped.
The point: BIG STEPS aren’t just courageous, good for business, and becoming necessary, they are FUN! And if your work isn’t fun, it is time to find something else to do.
For further examples see our other BIG STEPS blog posts:
Big Steps 1 Fear of BIG Steps?
Big Steps 2 KFC's Radical Interior Change, a BIG step
Big Steps 3 Pizza Hut Identity, a BIG Step
Big Steps 4 Pilsner Urquell BIG Steps Keep Marching
Big Steps 5 Nutella Finally Takes the Big One
Big Steps 6 Danone Oikos
Big Steps 7 A Challenge to Our Clients!
