Een beetje onwennig voelt het misschien nog wel, maar uiteindelijk zal de verpakkingsvrije winkel Bag & Buy die in de Utrechtse Twijnstraat een voorbeeld zijn voor velen, zo denken de oprichters.
“Oh, zijn jullie al open?” vraagt een oude vrouw verbaasd als ze de winkel binnen stapt. De verbazing is niet vreemd: de afgelopen maanden werd er flink geklust aan de winkel in de Twijnstraat in het centrum van Utrecht. De bus voor de winkel met de naam van een aannemer erop is nog niet eens weg, maar vandaag opent de verpakkingsvrije winkel haar deuren.
Niet de eerste overigens, terwijl daar toch mee gepropagandeerd werd. “Toen wij aankondigden open te gaan, bestond er nog geen verpakkingsvrije winkel in Nederland,” legt winkelmanager Karen Schuuring uit. “Maar toen opende er in Groningen ineens een winkel zonder verpakkingen.” Haar maakt het niet zoveel uit. “Het gaat om het concept en dat dat geaccepteerd wordt. Dan zijn we met liefde de tweede.”
Dat concept houdt in dat de winkel gevuld is met grote bulkpotten met een kraantje eronder, waar allerlei producten uit kunnen komen. Van gedroogd fruit tot meel en van cranberry’s met chocolade tot cornflakes. Consumenten komen met hun meegebrachte verpakkingen naar de winkel en vullen die bij. “Alleen zuivel is lastig, maar dat heeft vooral te maken met wetgeving,” zegt Schuuring. Ook niet alle producten zijn makkelijk in bulk te verkrijgen. “Het assortiment is nu nog redelijk beperkt, maar dat hopen we zo snel mogelijk uit te breiden.”
Ondanks dat de naam van de winkel anders doet vermoeden, is de winkel niet geheel verpakkingsvrij. “Wie zijn verpakking vergeten is, kan er hier eentje kopen,” vertelt Schuuring. “Maar geen plastic hoor, alleen glazen potten.”
De eerste klant bij de toonbank is inderdaad haar eigen pot vergeten. “En om daar nou helemaal voor terug te gaan..” Het afrekenen gaat nog wat onwennig: zowel de verkoopster als de consument weet nog niet helemaal hoe het concept werkt, maar na de nodige omwegen en prijsberekeningen loopt de vrouw tevreden de lichte winkel uit. “Het zal echt nog wel even duren, maar op den duur hopen we iedereen zo tevreden te maken,” lacht Schuuring. “Verpakkingsvrij is een trend; het is aan ons om het blijvend te maken.”
Verpakkingen veranderen over het algemeen door de jaren heen enorm. Het beeld gaat mee met de marketingedachten van de tijd, maar soms is het toch hunkeren naar vervlogen tijden. Kijkend naar deze afbeeldingen, waarop duidelijk te zien is dat minimalistisch helemaal niets nieuws is, missen wij van VerpakkingsProfs de vintage verpakkingen soms wel. Wat denkt dat beter is: vintage of nieuw?
With so many products out there, packaging design is as important as ever. Take a look at these examples of packaging design to witness the best work on offer.
Packaging is something we’re bombarded with on a daily basis. So creating an eye-catching packaging design that can be reproduced for years is a real challenge, especially with trends in industrial design now demanding biodegradable or renewable packaging.
Now more than ever, packaging design matters. The designs below show the direction in which many different industries are focusing their packaging design for years to come.
01. MAD Beer
MAD Beer is a collaboration between brewer Mikkeller, and chef Jakob Mielcke, and the beers have been specially designed to be enjoyed with food. Keith Shore of Mikkeller is the man behind the label design, which, while being bold, distinctive and undeniably different, still remains very minimal and tells you only what you need to know.
Anagrama came up with a great solution to the problem of presenting the customer with the product’s wide range of sizes and capacity characteristics. They kept it clear and straightforward, using an eye-catching Pantone-style colour scheme.
They explain, “we developed a packaging system that would categorise the containers in a practical manner. Each product’s capacity specifications come first in the design’s hierarchy, and the distinctive colours come second.”
Kinetic Singapore has produced some perfect packaging for new sushi store Maki-San utilising fun, food-inspired repeat surface patterns.
Creative director Pann Lim ran the project, along with art directors Esther Goh, Astri Nursalim, Gian Jonathan, Jack Tan and Pann Lim, copywriter Eugene Tan and Joseph Davies and programmers Noel Chan and Tori Kuncoro.
Kallo are an organic foods company offering healthy food that also tastes great. Design and marketing company Big Fish have redesigned Kallo’s functional packaging with these new designs full of illustrations, poetry and love.
With a stylish choice of calming colours, the new packaging gives a handmade feel to the products by using traditional techniques such as lino printing. One touch we particularly love is the redesign of Kallo’s logo with the addition of a bird perched atop the letter ‘a’ to give a more personal feel.
05. Bassetts Liquorice Allsorts
Liquorice Allsorts had a mini facelift from Bond Creative Agency for Cloetta – a leading confectionary company in the Nordic region. “The packaging bought the distinctive shapes and colours of the liquorice into the forefront of the design,” they explain.
“The result was a bold and playful packaging design that allows consumers to easily identify the different varieties.” We think this redesign is the kind of packaging that sweet lovers will lap up.
06. Sagmeister & Walsh
New York based design duo Sagmeister & Walsh are known for their inventive approach to creativity. They recently created a series of typography films to accompany their travelling exhibition ‘The Happy Show’ but it’s not the films themselves that have caught our eye.
Here, art director and designer Santiago Carrasquilla, designers Christian Widlic, Esther Li, and Thorbjørn Gudnason have collaborated with Sagmeister & Walsh to produce some futuristic and almost alien-like packaging to accompany the films.
Copenhagen design studio Bessermachen created this frankly beautiful branding and packaging design to reflect the handmade aesthetic of the caramel producing Karamelleriet.
Creating an entirely new visual identity that contains everything from the logo to packaging to display and flyers, Karamelleriet has achieved an expression that is the caramel production worthy.
This design comes from New York’s RoAndCo Studio – aimed specifically at men. Based on a new theme each quarter,SVBSCRIPTION packages include items geared towards individuals who have an appreciation for design, culture and quality.
RoAndCo explain, “For their debut parcel, SVBSCRIPTION asked for packaging that would be beautiful, practical and iconic. We packaged the items in natural wooden crates, nailed them shut and wrapped them in brown kraft paper for shipping.
09. Spine Vodka
German designer Johannes Schulz created this inspirational packaging for Spine Vodka. “It was a private project I started after my graduation of an international communication design school in Hamburg, Germany,” he explains. “Spine is a high quality product just like the design, reduced and simple with a consciously ‘twist’ in his message and a memorable name fitting to the project.”
Integrated the spine with the ribcage to communicate a product with a ‘backbone’, the uniqe 3D design approach sets it aside from its 2D counterparts. “The transparent glass material stands for a product that don’t has to hide something,” Schulz concludes.
10. Water in a box
Environmental concerns mean that packaging design is increasingly moving away from plastic – and there can be no better illustration of this trend than Vivid Water’s ‘Water in a Box’ range. It’s the UK’s first Tetra Pak carton-packaged water product and while this means you can’t see the water itself, the branding more than makes up for it.
Brighton-based advertising agency Designate is behind the simple and clean design, which uses a blue and white colour palette for the main product and a water drop icon, aiming to make the packs ‘instantly recognisable as a water product’.
“A simple, unfussy design emphasised the purity and cleanliness of the product and the freshness of the taste,” explains Daniel Fagg, joint creative director at Designate. “Thelogo design was created in Swiss Black giving a confident bold look for this new upstart brand.”
11. Helvetica Beer
Students are renowned for like a beer or two. So we weren’t surprised to learn that this cool new packaging design was a school project, designed by Sasha Kischenko at the British Higher School of Art and Design.
Tasked with creating a package design using type only, Kischenko opted to develop a concept for beer from Switzerland’s historical Helvetic republic – so the typeface was an obvious choice.
The sophisticated design centres around a large digit informing you of the alcohol percentage, with a small Swiss Cross logo in the top right. Can colours, silver and black, correspond to lager or stout respectively. A simple but beautiful concept, we could see this product in the hands of many a student if it were ever to become a reality!
12. Görtz shoes
This gorgeous packaging design comes courtesy of design firmGürtlerbachmann GmbH. Created to promote the kid’s shoe section of department store Görtz, the team developed five different paper bird sculptures, each with a shoelace through its beak representing a small, colourful worm.
Each design represents a German native type of bird, including the tit and blackbird, which children can play with and customers encouraged to collect. The aim of the eye-catching design was to increase customer frequency to the sales area for children’s shoes, as well as promote the Görtz store card.
These shoelace birds are just brilliant – injecting colour, fun and creativitiy into a customer’s shopping experience. We can easily see how adults and kids alike would immediately fall in love with the adorable designs.
13. Meat gift wrap
Food lovers and delicious design duo Gift Couture first brought us their brilliant burger wrapping paper and now they’re back. This time, they’ve gone upmarket and are offering some supreme steak gift wrap.
Sarah Fay and Justin Colt started their gift wrapping business from their humble apartment in New York. The cheeseburger offering proved so popular – and has since sold out – that the pair have decided to further their foodie passion with a new Kickstarter project.
Working with D&K Printing, the steak set includes two 25x21in sheets of steak paper, one 25x21in sheet of cutting board paper, one sheet of white butcher paper, twine, one meat tray, and two gift labels.
14. Festina Watches
Many products make grand claims but few can demonstrate those abilities before you’ve even removed them from theirpackaging. Swimming against this current, if you’ll pardon the pun, is Festina Watches, which has sanctioned the placement of its waterproof watches in a bag of water at point of sale.
The transparent packaging is filled with distilled water and the Festina Profundo watch is suspended inside. Dreamt up byScholz & Friends, it’s an ingenious solution that tells you everything you need to know about the watch without extraneous words.
The packaging design and art direction was handled by Ralf Schroder (amongst others) at Scholz & Friends.
After the huge success of its American Summer limited edition bottles, sparkling wine brand Chandon approached London-based agency Butterfly Canon to create a new series of limited edition branding. The sleek design retains the elegance and playfulness of the original concept whilst replacing the ‘Americana’ approach with a more globally recognised nautical theme. This way, European and other non-American customers will further relate to the brand.
“Last year’s design was so popular, we ran out of stock in a matter of weeks and the feedback from consumers was overwhelming,” explains Chandon’s brand director Morgan Robbat. “ButterflyCannon have again done a great job and we’re confident that this year’s design will have an even wider success.” The bottles will be available in both 750ml and 187ml formats throughout summer.
Thelma’s is a cookie delivery business run by mother and son, Lana and Dereck Lewis. Each day, they lovingly bake chocolate chip cookies and snickerdoodles, and deliver them by the dozen, warm in this brilliant oven-inspired packaging design.
“Great-Grandma Thelma grew up in Monroe, Iowa, and was famous for her snickerdoodle cookies,” the agency explains. “In honor of her 108th birthday this year, our client launched Thelma’s – delivering warm cookies to businesses and selling ice cream cookie sandwiches at events. Saturday Mfg helped create the branding from scratch.
17. Nike Air
Nike Air is arguably one of the most popular sneaker designsever released. Not content with a regular old shoebox, Berlin based agency Scholz & Friends came up with a brand new, reimagined packaging design for their favourite trainers.
Very much taking the ‘Air’ aspect into account, the team placed the sneakers in an air-tight plastic bag to give the illusion of floating trainers. Highlighting the Air cushioning of the brand, this design also reduces the risk of damage when shipping.
18. Nail packaging
We love this project by art student Melissa Archer – anything that can make a boring set of nails look sexy gets the thumbs up from us. The simple but clever packaging hangs from the user’s belt loop, providing easy access without reaching into a box, bag or pocket and being stabbed. The materials and typographyused for the design adds a touch of sophistication and desirability to what would usually be thought of as a pretty mundane object.
19. McDonald’s Fries
How about a side of art with your burger? McDonald’s packaging is as recognisable as packaging comes but artist Ben Frost decided to mix things up by drawing some famous faces as well as some pop-culture icons onto the red and yellow box.
20. Phantom Cigar
Here, designer Alex Pabian uses old naval symbols and a minimal design to reinvent the packaging for an exclusive brand of cigars. Alex is a Polish/South African graphic designer and art director, currently based in Miami, Florida. Recently, she undertook a project that involved the redesign of the case, labels and tubes. We love the vintage look and feel of this packaging design!
21. Onuma Honey
This offering from Japanese studio Akaoni Design is a bee-utiful example of ‘less is more’ when it comes to packaging. Consisting of a small jar, simple stickers, classic brown paper and an array of sweet coloured stamps to finish it all off. Art direction and design was taken care of by Motoki Koitabashi and it’s clear he knows what’s he doing when it comes to making a striking impact in the aisle.
22. Half Acre beer
You won’t be able to take your eyes off of these label designs created by artist Phineas Jones for speciality Chicago-based brewers Half Acre Beer. After each beer is lovingly crafted, the label is then designed to reflect the inspiration behind the brew. Ranging from cats and robots to donkeys and daisies, the labels are just as delicious as we expect the beer to be.
23. Kombucha Dog
We love it when a good cause and good design collide! The story behind Kombucha Dog is the archetypal shaggy dog story, involving yoga, pet portraiture and Lindsay Lohan’s lawyers; you can read it in full here. If one of the handsome mutts on the front takes your fancy, you can head to the website for information on giving them a good home. Be warned – you might fall in love with all of them!
24. Cervecería Sagrada
While Corona may be the most recognizable beer exported from Mexico, Cervecería Sagrada is a Mexican craft beer that captures the country’s colorful history and spirit in its label. Designer José Guízar was inspired by Lucha Libre wrestlers, who wear colorful masks and have equally colorful personalities.
During the 1950s Lucha Libre were considered folk heroes and starred not only in the wrestling ring, but also in comic books and movies in Mexico. Guízar’s labels recreate the masks of some of the most famous and recognisable of them.
Foodies will love this one, as Romanian cheese company Gruia have used the cheeses themselves as inspiration for the typography on their new batch of packaging.
Created by Romanian agency Gavrila&Asociatii for the leading Romanian frozen and chilled food distributor Macromex, the new dairy brand is set to be a hit with lovers of good branding and packaging. The client requested that the branding use wood textures as a way to inspire ‘naturalness’ and convey approachability.
26. Forbes & Lewis
Graphic designer Sam Lewis Windridge launched luxury small leather and canvas goods brand Forbes & Lewis with Katie Forbes, paying homage to world heritage and traditional fashion styles, mixing the founders’ love of traditional leather craftsmanship and “all things old and worn” with contemporary ideas.
And from the products themselves through to the branding and identity of the label, all design is kept in-house, affording Windridge and Forbes complete creative control. As well as designing two logos, the website and point-of-sale collateral, the pair paid particular attention to the brand’s packaging: as with the products themselves, Forbes & Lewis gift boxes have a classic, timeless feel and come complete with ribbon, swing ticket, and cotton dust bag.
How do you take an essentially low-priced product and transform it into a high-value item? By the power of good packaging design, that’s how! And by putting the ‘lover’ firmly back into ‘tea-lover’, this inspired packaging design for UK supermarket chain Morrisons does just that.
Created by Leeds based agency Elmwood, the tea bags come with five different romantic messages on the tags, so you can send your loved one a lovely little message with every new brew. We adore the quirky, hand-drawn illustration and handwritten typography that sets this packaging above the rest.
28. Stranger & Stranger Spirit No. 13
Beverage bottle branding guru Stranger & Stranger designed this limited edition holiday give-away liquor that features one of the most detailed labels you will ever see. The Spirit No 13 label just screams vintage and consists of over 500 words. To top it all off, the bottle is presented wrapped in a specially printed piece of newspaper that gives it what they call a ‘moonshine’ feel.
29. Face Cups
Jess Giambroni created these illustrated cups during afternoon meetings for German design studio Deutsch Design Work. Their quirky style has put them in high demand amongst friends and contacts, and Jess is looking to produce these for a coffee chain. This packaging design proves that doodling can lead to some amazing ideas.
30. Smirnoff Caipiroska peelable bottle
Many alcohol companies incorporate the idea fruit into their packaging design; however few do it as effectively as Smirnoff with this peelable bottle by J Walter Thompson. The packaging tells the consumer exactly what flavour it is and imparts the idea that the packaging was made with natural materials rather than being mass produced.
31. H&M gift package
This concept by Linn Gustafson is similar to many gift packages being created currently but it bucks the trend by using bolder colours and the small touch of the H&M tag to make it more eye catching and realistic.
32. Origami Tea bags
Designed by Nathalia Ponomareva, this packaging design adds a touch of beauty to making tea as well as combining two Japanese traditions: tea and origami. Although currently only a concept, we could easily see this design being mass produced as it requires very little extra money to make.
33. Point G Macaroons
Created by French design agency Chez Valois, this packaging was always going to provoke reaction with a name like Point G (‘the G spot’ in French). But this simple and clear illustration on top of a solid box which unfolds easily makes it both beautiful and purposeful. This packaging may not be innovative but its form does follow its function which is the first rule of good design.
34. Movie-inspired drinks
Created by Woody Harrington for fictional drinks company Pulp Friction this fantastic series of movie-inspired carbonated drinks – with titles such as ‘Dial M for Mango’ and ‘Silence of the Limes’ – is sure to win over the most hardened movie critic. But the fun and games don’t end there, with nifty movie trivia to add to the enjoyment.
35. Flower Garden
Many garden centres give you a plastic bag, which makes little sense as gardening is meant to help not harm the environment. It also usually ends with half the plant’s soil having fallen out. This clever packaging by Milena Włodarczyk is made from a single strip of cardboard allows the viewer to check regularly on their new plant and is biodegradable, making the whole purchase carbon-neutral.
Have you ever seen a milk carton this cool? Not only did design agency Visual Advice create a working model, it also managed to make it the same dimensions as a normal two-litre carton. In a wider context this could also help children learn English if it were to be rolled out across other cartons!
37. Juice Skins
This innovative fruit packaging by Naoto Fukasawa (currently only available in Japan) is the next step in creating that tangible link between fruit and fruit juice. So far it’s been developed into three flavours – Kiwi, Strawberry and Banana.
38. Scanwood: When wood is good
Being Denmark’s leading manufacturer of wooden cutlery,Scanwood is constantly looking for new ways to sell its products. Scanwood’s process of creating products from sustainable natural materials is explored visually, with the grass and roots bringing it all to life and visually synopsizing the whole story the company wishes to put across.
39. WFP Paints
This design by Reynolds and Reyner for a small Finnish company takes the ‘does what it says on the tin’ concept to its logical conclusion. This effect is useful for the consumer because ultimately it makes it easier to know what material to use the paint for and with the bright and memorable colours it is sure to sell by the tin.
40. Sports Line
Santi Shiue has created a colour coding system to help the consumer understand what to buy depending on their skill level in the activity. Again the use of environmentally friendly materials is another key selling point in its packaging, and the shape makes it stand out with its vibrant hues and form.
41. NYC Spaghetti
This award winning design from student Alex Creamer takes the simple idea of line creating form in a whole new direction. The bottom of the container contains a replication of the design stemming from the top, which in turn causes the spaghetti lines to be pushed into the shape seen above.
42. Headphone packaging
These headphones created by Corrine Pant show how a small modification to packaging design can make a big difference. By using the form of a quaver to alter the packaging the consumer instantly becomes engaged. The choice of black and white aids this, as it makes it bold and therefore more likely to sell.
43. Görtz 17: Shoelace Box
100% biodegradable and the first recyclable shoe bag, this bag from design agency thjink screams ideas. This Görtz bag changes the idea of the shopping bag by getting rid of the awkward plastic handle, introducing tough and stylish shoelaces and replicating the colours of Görtz 17 converse shoes. Best of all, you get a pair of free laces. Neat!
Scratch foods was set up by Phil Pinnell, with an idea of reinventing the ready meal without the stigma. Pairing up with his mate Alex and the Princes Trust and the Foundation for Social Entrepreneurs, Scratch Meals launched at farmers’ markets. This stunning packaging design was crafted byStephen Brennan.
45. Two Hoots
Perth based designer Maegen Brown created this packaging design for wine label Two Hoots. Her brief was ‘a new wine collection targeting a young, fun and carefree audience (20-35)’. Each owl character has been designed to match the characteristics of the wine, with their textures and colours lifted from a variety of different trees.
46. Topography of America State Magnets
This stunning example of packaging design was created through a collaboration between Mette Hornung of Bureau of Betterment and Greg Jones Fifty-Four Forty. The packaging design was inspired by the jigsaw used to assemble each state, with a piece of charcoal coloured chipboard sandwiched between layers of thick cardboard.
To highlight each state’s unique attributes, a small pamphlet with state facts was created with images and notable geographic landmarks.
47. Fox & Rabbit
Graduate Ting Sia is responsible for this cute and quirky example of packaging design. Marketed for young professional couples and their sophisticated get-togethers, the inspiration behind the brand focuses on the relationship between the mischievous and cunning fox and the innocent and lively rabbit. We love the bold colour choice!
48. Pasta La Vista
Created by Andrew Gorkovenko, this packaging design was created for a batch of homemade pastas represented by various illustrators. We love the illustrated chefs as well as the clever opening, showcasing the pasta as hair. Definitely a fun way to brighten up any cooking day.
49. Poilu paintbrushes
This excellent example of packaging design comes from Poiluand offers the function of assembling two paintbrushes together with only one cardboard piece which is printed on both sides.
The natural hairs of some paintbrush have been dyed to give the illusion of the moustache and beard combos. Not only do we love that but check out the awesome font at the top of the handle!
50. Minus The Bear: Steel and Blood
ACDSleeve are known on the indie music circuit as one of the best packaging design agencies out there. From CDs to vinyl, these guys cater to each band with impeccable design feats that’ll have you buying the record even if you don’t like the band.
This first cut cover 7in vinyl sleeve for Minus The Bear was made using thicker card than the cut cover CD Slipcase, with the cut cover sleeve designed around a printed inner sleeve from DMS. It was machine cut then handscored, folded, and assembled.
51. Flash Fiction Matchbooks
This series of matches packaging design was crafted by graphic designer Woody Harrington. For this project, he was asked to design a publishing piece for a series of flash fiction stories. Woody selected nine stories from Lou Beach’s ‘420 Characters’ series, and turned them into tiny matchbooks. Each matchbook’s title, copywriting, colour palette, and illustrations refer to specific details in each particular story.
Canadian design student, Sophie Pépin, drew inspiration from the roots of the Native American nomadic lifestyle for this tea packaging design she calls North American Teapee. The Native American patterns that are placed around the packaging are cleverly torn away to reveal the teabags themselves.
53. Parmesan Pencils
Take the Parmesan Pencil, sharpen it using the enclosed sharpener, and you have delicious, fresh Parmesan cheese on your meal. Designed by German based agency Kolle Rebbe, the company pride themselves on supporting small manufacturers of delicacies with lovely packaging design ideas. It won the silver Epica award last year too!
54. Portfolio package
Wallpaper Mag* receives hundreds of portfolios every week; filling up the teams inboxes and often going unread. So, Greg Straight and THINK Packaging came up with this incredible packaging design with the aim of catching their receiver’s attention. We think it works wonders – who wouldn’t want to open this?!
55. Mighty Nuts
This incredible pistachio packaging design was created by student Maija Rozenfelde, who is still completing her degree in packaging design at Pratt Institute. We think she’s certainly heading in the right direction with this offering!
She says of the design: “A crucial part of the thought process was to focus on user experience and second function of the package. The main intention was to create graphics that depict the crunchiness of pistachios, that’s where the hand-made type treatment comes in.”
56. Safari Friends Collection
When Fischer Price wanted to released a series of baby food containers, they spared no talent with this gorgeous packaging design. Crafted by American designer Dave Pickett, the simple graphics and materials showcase the products sustainability. We also love the simple colour tones and cute selection of animal types.
Nuts.com is exactly what it sounds like: an online retailer of every kind of nut, from peanuts, pistachios, pecans and pine nuts, to cashews, almonds and filberts, in salted, unsalted and organic varieties. The company finally secured the nuts.comURL and asked Pentagram’s Michael Bierut to create a new identity and packaging design that would help establishNuts.com as a distinctive brand.
58. Fruita Blanch
We love it when packaging design goes back to its roots; sometimes less is more and that’s definitely the case with Spain’s Fruita Blanch. Design agency Atipus developed a versatile set of multi-sized labels to fit every jar, with each label designed to reveal as much of the jar product as well as to emphasise its artisanal nature.
It is safe to say that I see a lot of packaging design. Likely more than anyone else in the world. In 2007, I created The Dieline to begin to document and define what I believe to be the world’s best examples of packaging design. 7 years later we have become the leading package design resource online, where we receive over 5,000 package design submissions a year.
We have also produced 7 thought-provoking packaging design conferences and have held 6 annual The Dieline Awards competitions formally recognizing well-designed consumer package design worldwide. Through The Dieline Awards annual competition, where we receive over 1,000 entries a year, we have awarded over 180 awards and have hosted 8 exhibits of our winners around the world.
Seeing so much packaging design on a daily and yearly basis puts me in a very unique position to identify the emerging trends amongst the sea of the same. It has trained my eye to be able to start seeing patterns, connections, and themes emerge in consumer products and packaging design. As these patterns start becoming more established and embraced by designers, agencies, and consumer product companies worldwide, they become emerging trends.To really nail down these emerging trends and ensure that they do indeed exist, we make sure they are backed up by analytical data from The Dieline. Toward the end of each year, our team of editors begin an internal process to distill our insights into the emerging trends that every designer needs to know. In addition to our insights, we are able to see what trends are really emerging by examining the most viewed and shared projects each year by our readers.
Through The Dieline Awards competition, we also take a look at what our highly esteemed Jury votes for as the most defining package design projects of the year. We take a close look at not only the projects, but the overarching themes that are emerging, and the agencies that are pushing them to the next level. For 2015, I have identified four key emerging trends, that I believe are or will be extremely prevalent in packaging design and consumer products in the next year: Visual Authenticity, Luxury of Less, Ultra-Pure, and Biobased.
Trend #1 VISUAL AUTHENTICITY
Visual Authenticity is a trend that marks a significant departure from the mainstream, yet is quickly becoming mainstream in itself. This trend visually marks a complete rejection of established corporate brand design. Visual Authenticity is a response to shifting consumer values, with many consumers no longer wanting to rely on, or trusting, established brands. Appetites are skewing towards more real, quality and honest products. Products that appear uncomplicated, yet are crafted, maybe even vintage inspired. It’s about products that illustrate trust and create inadvertent human connection.
The digital age is fostering a decline in human connection which is most prevalent office Gen Z consumers. Because of this, these shoppers are not responding to traditional established corporate brands. They want more. They demand more. They desire a real, trusted, human connection to the products and the brands that they consume. This connection can be expressed in different ways, from a connection to nature, to the written word, to the past, or to simply to other people. This is beyond hipster. This style is a rejection of technology. a pre-
computer era style, if you will.
For many of the brands choosing to go for a Visually Authentic style, they do so with the goal of reconnecting themselves to consumers. They do this by showcasing the craft, quality, and skill in both the product and the packaging design. As this trend has evolved, it has moved beyond small artisan brands and is becoming to become more mainstream itself.
– Handwritten, raw, freeform, or sketchy typography
– May include vintage inspired references or typography
– Hand rendered, simple illustrations
– Natural color palettes
Restaurant branding & packaging
Anagrama Studio created simple, honest, and direct brand for Santa Cruz, a quick service Mexican BBQ restaurant located in Santa Catarina, a municipality of the greater Monterrey area in northeast Mexico.
“The hand-made quality of the logotype and overall identity is meant to praise the careful, traditional and apprehensive food making process of Santa Cruz. The brand is simple and direct, and above all, always honest and sincere, never attempting to hide its conceptual rugged awkwardness. Destined to be franchised in the future, Santa Cruz’s honest and handcrafted demeanor will inevitably be distinctive amid all other, more synthetic fast food chain restaurants.”
Designed by: Anagrama Studio, Mexico
TRUE Organic Juice
Organic Juice Brand
Grimmway Farms worked with McLean Design to create a fresh organic juice brand that would capture the essence of the family growers behind it. Grimmway Farms began as a farm stand founded by two brothers back in 1968 and stands today as the largest, family-owned carrot producer in the world. The company wanted its branding and design to reflect it’s honest hardworking approach. True to its name, McLean created a brand and design that captures an authentic, honest connection between the farm and the consumer.
“The new line captures the small town nature of a family-run farm stand, with the farmer as hero of his own tale, bringinggoodness straight from the earth to your local grocer.“ – McLean Design.
Designed By: McLean Design, California
Natural, all-foraged soaps and scents.
Juniper Ridge makes 100% natural, all-foraged scents and soaps, wildcrafted from ingredients sourced from the earth which include bark, moss, mushrooms, plants, and countless items sourced from the backcountry. Juniper Ridge recently redesigned their packaging which includes wilderness paintings by the brand’s Chief Storyteller Obi Kaufmann, and wooden caps hand-carved in their Oakland workshop.
“Juniper Ridge distills colognes and perfumes from real plants, bark, moss, mushrooms, and tree trimmings found hiking the backcountry. Fragrances are made on dirt roads and trails, around campfires, and in their Oakland, California workshop. All to capture the quiet beauty of the Mojave Desert at sunrise, or a late-season Sierra trailhead with winter right around the corner. At Juniper Ridge, it’s all about foraging deep in the woods for scents that’ll transport you into the wilderness.”
Designed by: Indicate Design Groupe, California
Trend #2 Luxury Of Less
Luxury of Less is a trend that represents a new generation of luxury goods that are less reliant on established luxury brands names and ostentatious, flashy, over-design. In this post-recession era, a new wave of luxury branding is emerging, especially in Western cultures. I call this the Luxury of Less. In this new era, packaging design and luxury branding are being designed to whisper, rather than shout. The era where the overall brand experience is valued almost as much as the actual product itself. Often times, more. Although the economic climate has changed for luxury brands, there is still a strong need for their brands to express quality, heritage, provenance, and luxury values. Gone are the days of excess, over done, and unapproachable branding. This new wave is all about brands that are exude class, rather than flash. Subtle cues in the packaging are the most important aspect of the brand. It is a return to a well-crafted and well-considered notion of luxury.
– Subtle, understated design cues
– Tactile textures
– Soft, understated color palettes
– Hand drawn icons, emblems, or graphic elements
Boutique Branding & Packaging
Novelty is the high-end fashion store version of a curiosity shop based in Monterrey, Mexico. that retails high-end, yet casual apparel to chic young women with a taste for fresh, modern, high fashion. Anagrama created the luxurious yet approachable branding, interior design, and packaging. It features simple watercolor illustrations, a soft pastel palette, and textural design elements.
“The shop started up as a project by Novelty’s partners once they returned from the exciting and ever-evolving New York fashion scene. The shop features handpicked items that can be considered quirky and novel trendsetters, something you couldn’t find in any other shop, hence our choice for naming. Located in Calzada del Valle, a gardened boulevard inside the exclusive area of San Pedro, a suburb of the larger metropolitan city of Monterrey, Mexico.Like its attire inventory, the brand is sober and feminine but has the ability to thrive among more eccentric elements, such as the watercolor marks in the stationery or the collage-like composition of its printed ad.” – Anagrama
Designed by: Anagrama, Mexico
Fashion Branding & Packaging Design
New York-based RoAndCo Studio created the branding, collateral, and packaging for Honor, a high-end women’s fashion brand. The full-fledged luxury brand translates the nostalgia of an old-world atelier, into a line of clothing that’s wearable and visceral. The branding and packaging were created to be revenant to the contemporary woman. Honor expresses its’ luxury through a design that is minimal, understated, and well-crafted.
“We transformed designer and owner Giovanna Randall’s initial sketches into a full-fledged luxury brand that felt established, yet relevant for the contemporary woman.Immaculate print collateral, impactful campaigns and an elegant online and in-store retail experience have led to resounding success with clients, buyers, editors and tastemakers.” – RoAndCo
Designed by: RoAndCo Studio, New York
Paris+Hendzel Handcrafted Goods
Luxury Headwear Branding & Packaging
Paris+Hendzel Handcrafted Goods was conceptualized, designed, and produced by the Poland-based branding studio of the same name, Paris+Hendzel. They create artfully designed headgear pieces that are all about family tradition, quality, craft, and detail. The name of the brand is derived from the last names of the founder’s parents. This carries through with a heavy emphasis on the coat of arms emblem, which is used to establish provenance and a sense of history. The color scheme focuses on neutral soft tones.
“The Company Paris + Hendzel Handcrafted Goods is the realization of dreams, ideas,and ideas that often scrolled in the life of its creator. It is the passion with which we give in to the design, selection of designs, and materials. The company products are created by hand from the highest quality materials and with the utmost attention to detail.
We want our products not only to be unique headgear to protect you from the sun and rain. We want them to be a particle of your “ego”, to embody your desires and fantasies. To accompany you in your travels through the world of everyday experience and sensations.” – Paris+Hendzel Studio
Designed by: Paris+Hendzel Studio, Poland
Trend #3: Ultra-Pure
Ultra-Pure is a trend where brands are looking to create pure, stark, highly minimal stripped back brands, packaging systems, and brand environments. This trend is a reaction to growing consumer appreciation and desire for minimally designed brands and products. Ultra-Pure takes brand minimalism a step farther: It is the process or reducing a brand’s essence into the purest, simplest abstract form. It is the opposite of excess, it is the ultimate expression of brand purity.
The brand is typically expressed through simple abstract shapes, usually representing some aspect of the product itself. It relies on an absence of branding: there are usually no traditional logos. Rather, brands following this trend typically use simple sans-serif style typography for both the brand’s logo and the packaging typography. Ultra-Pure is a bold brand statement, usually with monochromatic or dichromatic color schemes.
– Monochromatic or dichromatic, generally no more than 2-3 colors
– Straight forward and stark design
– No traditional logos, generally a minimal word mark
– Abstract, geometric shapes, patterns, or graphic elements
Luxury Laundry Detergent Brand
L’eaundry is a new brand of luxury laundry detergent by The Deli Garage. German-
based Korefe, completed the concept and design execution for L’eaundry. L’eaundry has taken an everyday product and created a new product concept and packaging design that is inspired by high-end perfume. To express this, the packaging features an ultra minimal black and white color palate with simple abstract perfume bottle shapes. The L’eaundry logo is set in contrasting sans-serif type.
“Concept and a design for a new laundry detergent by The Deli Garage: L’eaundry, a luxury laundry detergent that smells and looks like a high-class perfume. To treat your second skin like your first. Bottles in the shape of vintage chemists’ bottles establish the connection to washing agents while the typography and formal style fully invoke the world of fine scents.
Available in two scents: Figue pour femme. Olibanum pour homme”
Designed by: Korefe, Germany.
Specialized Skincare Line
The Basics is a new line of extremely specialized products within the cosmetics and skincare industry, and was created to be an exercise in consumerism. The Basics produces 4 types of products which can effectively cover all skin care needs. Mousegraphics named the line “The Basics” to express this, and designed packaging featuring minimal black on white branding. The minimal abstract organic shapes were inspired by Space Invaders.
“The idea of ‘the essential’ behind the birth of this line is quite simple and comes from a pharmacist with a relevant experience. We used the same straightforward approach for the packaging: white bottles and a design referencing the essential. Our inspiration was the design structure and related function of the highly popular video arcade game, ‘Space Invaders’ (released in 1978). Each of the 4 different bottles in our packaging carries a quasi recognizable shape modeled after an animal or other natural form. The elements forming each shape are the same, the basics, so to speak, but their different configuration creates a series of possibilities.”
Designed by: Mousegraphic, Greece
Factory Footwear Store
Redberry is a factory footwear store located in Mexico that sells branded footwear at affordable prices to the general public. The minimal branding created by Anagrama, features an abstract shape and a core brand color that is reminiscent of a raspberry. A sans-serif block style typeface acts as the brands logotype, and graphic element. The interior design, something Anagrama is known for doing when approached to brand a store, restaurant or company has taken a modern and functional approach in a very industrial setting.
“Our branding proposal takes off from the store’s name, Redberry. So we designed an iconic logo based on the simplification of a raspberry’s unique shape. On the other hand, the typographic style and the main single-color selection within the identity act as the contributing factor that defines the brand with an industrial / modern style. Following this concept, our interior design proposal uses industrial materials, such as metal and concrete, to immerse the consumer in a factory-like setting with a modern twist that comes from the brand’s look and feel. The use of raw finishes in the interior design, such as the gridded metal shelves, increases the brands industrial feel and rounds it up perfectly.”
Designed by:Anagrama, Mexico
Trend #4: Biobased
Biobased packaging is not necessarily a new trend in package design, rather, it is a next-
generation technological evolution of sustainable packaging materials. Consumers are demanding pure, honest, and environmentally responsible products and packaging. There has been a recent surge of new Bio-Tech substrate innovations inspired by nature, with the goal of reducing our carbon footprint. Packaging designers themselves have become much more aware, and hyper-vigilant about the problem of packaging waste and its impact on our planet, and how it will affect the next generation of humanity. We are beginning to feel a real obligation to push the boundaries of packaging substrates in order to protect the future of our the planet. That’s no easy task.Luckily, these new sustainable packaging innovations are on the horizon, and designers, companies, and consumers are beginning to experiment with these new innovative substrates.
– New innovative substrates made from natural materials
– Inspired by the biology of nature
– Edible packaging substrates
– Carbon Neutral
This Too Shall Pass
Sustainable Biobased Packaging Concepts
Tomorrow Machine is a Swedish design firm based in Stockholm and Paris who has a distinct work is to help shape the world of tomorrow, through innovate new sustainable packaging substrates. Tomorrow Machine has created a series three new food and beverage concepts, collectively called This Too Shall Pass. This series looks toward a future of sustainable food packaging made out of natural materials including beeswax, sugar, and seaweed. Intended for dry foods, the Basmati Rice Concept is made out of soft beeswax, is printed with soy ink, and is dusted with a pearlescent robin’s egg blue. The beeswax is so thin, that the package opens by tearing it apart like the peel of a fruit. !The Olive Oil Concept, intended for oil-based food, is made out of hardened caramelized sugar that is coated with wax. It opens by cracking it open, much like an egg. After opening, the package melts away when it comes in contact with water. !The Raspberry Smoothie Concept is intended for drinks that have a short lifespan such as fresh juice, smoothies, and cream. It is made out of agar-agar seaweed and water, which event reacts to its environment by shrinking when exposed to excessive heat and over time. The packaging opens by simply sticking a straw in it.
“Our vision as designers is to build a better world through research, new technologies & intelligent material. We believe in looking at science from a creative point of view to shape the innovations of tomorrow.”
Designed by: Tomorrow Machine, Sweden
Stonyfield Package-Less Froyo
Package-free Edible Food Pearl
Stonyfield has set itself apart for years as a sustainable, organic, healthy food business. They’ve led the way in organic dairy products as well as the way their products are packaged. Stonyfield’s main objective is to reduce the amount of packaging in their products. Recently they’ve worked with WikiFoods’ WikiPearlTM yogurt technology, which uses organic fruit skins to keep moisture in and contaminants and oxygen out, forming a washable, portable covering for the portion-controlled organic yogurt serving.
“WikiPearl skins are inspired by the way nature packages fruits and vegetables. These skins are delicious protective coatings against water loss and contaminant entry, and potential carriers of effective and functional nutrition. The skin is a protective electrostatic gel formed by harnessing interactions between natural food particles, nutritive ions, and polysaccharide.” -WikiFoods
“We are completely redefining a product experience you already think you know, in a form/function that is a package-free solution. Stonyfield Frozen Yogurt Pearls are so groundbreaking, the retail spaces weren’t quite equipped to sell them completely package-free. But they absolutely can be.” – Stonyfield Farms
Dell AirCarbon Plastic Bags
Plastic Made from Air, Not Oil
As a part of Dell’s efforts to source 100 percent of their packaging materials from sustainable sources, they have turned to NewLight Technologies’ AirCarbon to manufacture protective bags out of plastic made not from oil, but from carbon literally pulled out of the air. It is a carbon-negative process, meaning it actually reduces carbon emissions. It is a solution that is not only environmentally beneficial, but is actually typically less expensive that oil-based plastics.
“After 10 years of research, Newlight has invented and commercialized a carbon capture technology that combines air with methane-based greenhouse gas emissions to produce a plastic material called AirCarbonTM: a carbon-negative material that can match the performance of oil-based plastics and out-compete on price.” -Newlight Technologies
“Dell is the first in the IT industry to use AirCarbon. While the initial pilot project will focus on packaging – specifically for the protective bags for Dell Latitude notebooks shipped to the U.S. and Canada – AirCarbon’s functional flexibility makes it attractive for other possible uses with Dell products.” -Dell
These 4 trends not only represent where the state of packaging design is heading, but they represent where the state of consumerism is at. They prove that consumers tastes and desires are not only changing, but they are rapidly evolving and becoming more expressive and passionate about the products they consume, and the packaging they come in.Visual Authenticity shows that consumers are no longer relying on or trusting established brands. They want real, honest, crafted products that offer a human connection.Luxury of Less shows that consumers are beginning to reject traditional luxury branding, now often seen as flashy and distasteful. Instead, they are choosing luxury brands that whisper rather than shout. Products that prioritize quality and experience over anything else. Ultra-Pure shows that consumers are appreciating, and actively embracing extreme simplicity in their brands, products, and lives. They no longer need the excess and are now opting for products in their purest, simplest form.
Biobased shows that consumers are not only embracing environmentally responsible packaging, but they demand it. This demand is truly fueling a new wave environmentally responsible products and packaging substrate innovations.Knowledge of these trends will help you as a designer to understand the cultural shifts that are currently underway, and how consumers are now reacting and responding to branded design and products. They show that consumer brands must work harder as consumers want all aspects of their lives to be simple, authentic, meaningful, and honest. As designers, we must ask ourselves:
What more can we do to add more simplicity, authenticity, meaning, and honesty to the brands we create?
Danh Hien Jewelers is company specializes in handmade diamond jewelry, working as a family tradition. Already founded in 1950 by Nguyen Van Hien – today the company consists of two stores and one jewelry workshop with about 120 craftsmen. They still produce handcrafted jewelry in a traditional way.
Their diamond products are all made under the standard of GIA (Gemological Institute of America).
Logotype, Visual Identity, Packaging
Bratus was tasked to develop a new logo and brand identity to stand out and show the aspects of luxury and modernity as well as tradition, the uniqueness, and their attention to each detail.
We take the main inspiration from the diamond. The image of a diamond is rather popular in jewelry brands. Therefore, the big challenge that we have to face is making an exceptionally creative and unique brand mark.
Our direction for approach is the combination of the main letters in the brand name, the top view image of the diamond, the Celtic art to make the geometric signature.
We chose serif typeface as it represented for aesthetics and fashion industry.
The color palette is selected to show the charm, the femininity.
The supplementary colors have been carefully chose to go harmonious for flexibility usage.
In visual identity we exploit the inspiration from the structure and the block image of precious stones, diamond, the bond of chemical components under the guarantee of tidiness and elegance. The pattern structure may be flexibly applied in different angles.
In the application system stationary, packaging, we keep the logo displayed simply with positive space without conflict with the pattern system. Our publication are made with special printing treatment (handcraft, edge printing and bronze foil embossing) on plain-colored paper materials.
Designing the right packaging for your product favorably impacts on its marketability. A customer’s first impression of your packaging affects her decision whether to buy your product. Learn how to design a product package that is strong enough for shipment, while at the same time, attractive enough to persuade your customers to purchase your product and not someone else’s. When you launch your product, you only want to design the best packaging for it.
Things You’ll Need
Gather as much information as you can about the store where your product will be sold. Find out information about who will buy your product. Decide how much your product will cost.
Sketch a few ideas for your product packaging. Make at least 17 drawings.
Determine the structural design of your product packaging. Consider your product package size and shape. Make sure that the packaging would make it easy for your customers to handle your product.
Design your package cover. Prepare a layout that will show what you want your final packaging to look like. Take a few photos of it.
Select the photo you want to use in your prototype. Apply the photo to your packaging.
Test your prototype. Be sure that your packaging is strong enough to protect your product during shipment. Make sure that your packaging appeals to customers.
Buy registered barcodes for your product’s packaging. The barcodes will allow your products to be scanned at the retail store’s check out counters. Search the internet for various companies that sell barcodes.
“Each year, Kiehl’s has embarked on artist collaborations with several big names in the art world. Craig & Karl (a creative duo divided between London and New York) are the most recent to join the likes of Jeff Koons, KAWS and Eric Haze through a small collection of Kiehl’s staples. The signature bold graphical work of Craig & Karl can be seen on gift boxes, Kiehl’s iconic Creme de Corps and lip balms.”
“To launch Levi’s Basics, the brand’s new line of men’s socks, t-shirts and underwear, Mad Projects (the licensee behind the brand) knew they had to think outside of the traditional 3-pack of briefs. With a product that stands out for its traditional denim elements, they wanted a package that was both aesthetically pleasing and functional. Each package of the 3 Series line is designed to be a keepsake, a memento and used for more than just holding boxers on store shelves.
The 200 series box is designed as a working match strike.
The 300 series is a resealable Tyvek bag, perfect for keeping coffee grounds fresh.
And the 400 series is made of authentic wood paneling.”
lovely-package-levis-basics-2 lovely-package-levis-basics-3 lovely-package-levis-basics-4 lovely-package-levis-basics-5 lovely-package-levis-basics-6 lovely-package-levis-basics-7 lovely-package-levis-basics-8
Paris + Hendzel Handcrafted Goods are all about family tradition. The package design, that houses these artfully designed headgear pieces, focuses on the main branding of Paris + Hendzel, which is the emblem of the company. The color scheme focuses on neutral soft tones and the overall branding and packaging is just an exceptional example of fashion branding.
“Company name derives from the last names of the founder’s parents signing with the same noble coat of arms Prawdzic used as an emblem of the Company. Coat of arms of the Mother has been inherited through the male line Paris, of the Father – through the female line Brochocka. Family tradition is worth emphasizing.”
“The Company Paris + Hendzel Handcrafted Goods is the realization of dreams, ideas, and ideas that often scrolled in the life of its creator. It is the passion with which we give in to the design, selection of designs, and materials.
Company products are created by hand from the highest quality materials and with the utmost attention to detail. “
“We want our products not only to be unique headgear to protect you from the sun and rain. We want them to be a particle of your “ego”, to embody your desires and fantasies. To accompany you in your travels through the world of everyday experience and sensations.
We work for you to enable your expeditions into new dimensions. We invite you to participate in this unusual project with the belief that in a small item of clothing, i.e. the cap, you can find strength for your quest to fulfill your dreams and take trips into the world of adventure, with its colors, flavors and fragrances. “