- THE MAGAZINE
- CONSUMER INSIGHT
- PRODUCT PACKAGING
- DESIGN GALLERY
Design Gallery 2013 | Paperboard
Ace Hardware Corporation | Design By: Marketing Support Inc.
Art Services: RR Donnelley
Ace Hardware’s private label brand has been in existence since 1924. Recognized by grandparents and parents alike for quality and value, Ace products are built to stand the test of time, a promise the company stands behind. Research showed the brand was viewed as dependable and trustworthy, but its look needed updating. Ace chose a design that improved shopability and appealed to the target audience of DIYers. The simple packaging uses consumer-friendly bullet points, bilingual text and color-banding to help consumers differentiate between the product levels of medium duty, heavy duty and contractor grade. The Ace brand mark and statement of quality help a new, younger and more female demographic know that the products can be trusted.
ConAgra | Design By: CBX
The popcorn brand aims to provide consumers with more bold flavors than the competition. The package is designed to communicate these unique offerings to flavor-seeking millenials while optimizing brand equities tied to the movie theater experience.
Bissell | Design By: CBX
Bissell aims to provide reliable, effective cleaning products that make cleaning easy and allow its consumers to experience the good feeling of a deeper clean. The package is designed to give consumer confidence in the Bissell brand through a simple, modern, quality impression.
BODYBUILDING.COM ELITE FUEL MEALS
BodyBuilding.com | Design By: Body Building.com
Paperboard Packaging: Flagship Three Sixty
BodyBuilding.com is an Internet company for bodybuilders and fitness enthusiasts. The brand found that bodybuilders preparing for competition have a difficult time consuming the necessary calories and nutrition prior to an event. The B-Elite product line fills this need with a balanced regimen of protein, carbs, fat and calories in a home-delivery meal program. The brand wanted to transfer the trust the community has in its supplements to the frozen meals, so the silver honeycomb effect used on the labels of the supplements was employed here as well. The seal-end carton made of freezer-grade SBS protects the product from moisture and dry-ice damage. Steam-pouch technology locks in flavor and nutrition without the mushiness seen in similar microwaveable packs.
CREE LIGHT BULBS
Cree Inc. | Design By: CB’a Brand Engine
Cree, a technology leader in commercial lighting, wanted to change the conversation with consumers on lighting in general and LED lighting in particular. Its first consumer products would be a line of LED bulbs at a price point with mass-market appeal (about 50 percent less than existing products). Many information obstacles in the light bulb buying process — technology type, bulb type, light color, light luminosity — were making it confusing and complicated, and the brand saw its packaging as a chance to help consumers make educated decisions. The bulbs launched exclusively in Home Depot, where they need to catch the eyes of both everyday shoppers and specialized contractors. The blister-pack structure shows off the actual bulb and opens like a book to keep the package clean and simple to not overwhelm consumers. A communication hierarchy gives consumers confidence in their decisions.
CRYSTAL HEAD VODKA
CRYSTAL HEAD VODKA | Design By: ASG
Paperboard Packaging: Dura –Fibre LLC
Crystal Head Vodka is a resoundingly pure spirit. It’s not what is added to the vodka that makes it unique, it's what is not added: It does not contain any glycol, citrus oils or raw sugars. The ultra-premium vodka is distilled four times and then filtered seven times, three of which are through semi-precious crystals known as Herkimer diamonds. A skull-shaped bottle designed by artist John Alexander holds the vodka. The outer packaging provides shelf standout and is designed to reflect the purity of the spirit. The smooth substrate is a durable, white-throughout paperboard without flute lines that provides a blank canvas for the graphics to stand out. The additional emboss gives the skull and title treatment a 3D effect, which targets the intrigue of consumers who, like founder Dan Akroyd, are fascinated by the legend of the 13 crystal skulls.
DAVE’S SHOWER SHAVE
Dave’s Shower Shave | Design By: Webb deVlam
Dave’s Shower Shave is an in-shower shaver unit for men. For years, women have taken advantage of shaving in the shower: It creates less mess, helps to achieve smoother skin, and is an all-around better shave. Shower shaving can be an awkward process for guys, but the compact carrying case equipped with a fog-free shatterproof mirror and water-resistant suction cup aims to remove awkwardness from the equation. The case houses handmade, 100 percent organic shaving soaps that can last twice as long as a regular can of cream. The same thought and care went into the exterior packaging: Everything from the handlebar mustache built into the barcode to the intricate logo details works to create an experience for the consumer.
DOVE MEN + CARE
Unilever Home & Personal Care | Design By: TFI Envision, Inc.
Dove Men + Care is a line of personal care products specifically for men. The package is designed to offer a range of products for loyal users and encourage new consumers to buy. The set aims to give shoppers a gift item for Father’s Day, and research showed consumers prefer to see the actual products in the set to be sure of product size. The masculine-look package uses a printed brushed silver background with silver accents and a pop of color to highlight the gift set offering.
ELIZABETH ARDEN’S UNTOLD
Elizabeth Arden | Paperboard Packaging: ASG
The high-end fragrance is designed as a gateway product to introduce young women to the brand. The package is designed to be luxurious and downtown New York cool to show consumers the brand is relevant to them.
FARM TO TABLE FRESH SOUPS
Tesco U.K. | Design By: P&W Design Consultants
The ready-to-heat range of fresh soups needed a refresh. The new design brings the soups’ look up to date, and the small milk carton-style package allows more room than labeled plastic tubs to tell consumers about the ingredients inside. The recyclable carton is also more efficient for shipping and distribution and gives the soups a longer shelf life. Consumers can heat and eat directly from the carton, or they can home-freeze the product in it. The bright colors of fresh,homegrown vegetables were the inspiration for the 15 flavors, and the detailed watercoloringredient illustrations reflect the concept of farm to table. Seed packs inspired the title panel, and the handwritten feel of the typography makes the soups appear friendly, approachable and homemade.
FIGO! ORGANIC GELATO
Boulder Ice Cream | Design By: Interact On Shelf
Paperboard Packaging: Stanpac
Figo!, Italian for “cool,” is a USDA Certified Organic, non-GMO, gluten- and egg-free gelato using old-world techniques and only pure ingredients, because the brand believes gourmet doesn’t have to be complicated. The gelato was designed to bring new-world Italy and the product's extravagance to mainstream consumers. The BPA-free packaging uses a design inspired by the vibrancy of modern Italy: Vespas zipping down cobblestone streets and bright awnings on corner cafés. A simple look was chosen to reflect the purity of the product inside. The packaging also features subtle metallic inks that add to the high-end nature of the product while mimicking the Vespas. An inviting font and back-panel romance copy define Figo! and its attributes in a concise snapshot.
The Home Depot | Design By: Spring Design Partners, Inc.
The Home Depot label is positioned as the “smart choice” for value-conscious contractors and DIYers. The brand is rooted in affordable price, product quality, design style and ease of use. The package photography is designed to inspire consumers and highlight key features while reinforcing the “smart choice” message.
Bacardi | Design By: IBC Shell Packaging
Grey Goose Vodka is hailed as one of the world’s best tasting vodkas. The rigid set package with matte lamination, stamping and embossing is designed as the ultimate gift box, complete with shaker as an added value.
HISTORY OF THE EAGLES
EMI | Paperboard Packaging By: ASG
The History of the Eagles limited-edition box set celebrated over 40 years of Eagles and their music. The package is designed to showcase the discs and memorabilia in a sleek way to resonate with the band’s smooth image. A foil stamped and embossed box features a Native American blanket-inspired liner, a leather fastener and a bone button.
INFUSE YOUR MOOD
Sun Chlorella USA | Design By: Shimokochi-Reeves
Branding and Copy: Hoosier Daddy Inc. and Sun Chlorella USA
Printer: Nozaki Insatsu Shigyo Co., Ltd
Infuse Your Mood (formerly “Sun Eleuthero”) is a specialty herbal tea that is a natural stress reliever and a mood booster. The tea’s balancing effect revitalizes while imbuing a sense of peace and tranquility. The package is designed to communicate the “Balance, Mind, Body, Spirit” positioning, premium quality and indulgent feel.
Kohler Co. | Design By: Kohler
Paperboard Packaging: International Paper
Kohler Co. is committed to enhancing gracious living, which means bringing charm, good taste and generosity of spirit into everything it designs and manufactures. This mission is reflected in its bold, intuitive products that bring smart functionality to life. The brand’s top priority in the design of the Awaken packaging was the consumer experience. The recloseable blended litho-laminated corrugate cartons with thermoformed RPET blisters are easy to handle, open and recycle. A clean design look highlights the unique water experiences Kohler delivers and contributes to the progressive nature of the brand, and icons and photography convey meaningful information in a beautiful and gracious way.
MEDERMA STRETCH MARKS THERAPY
Merz Pharmaceuticals | Design By: Little Big Brands
Mederma Stretch Marks Therapy is a superior product that was being derailed by its single retail facing, placement with a disparate array of products on the bottom shelf, and, in some stores, security devices. The new design delivers on all levels: The front panel is a flap that opens to reveal the tube inside and provides valuable space to educate consumers on product benefits. Before and after photography is highlighted, along with clinical trial results. The flap is kept closed by a small Velcro disc. A bright magenta was selected to add vibrancy when the product is placed on lower store shelves, and foil board with a high concentration of white was selected to address recessiveness. Logos on the carton are embossed on top, front and side to add extra dimension and depth and reinforce the premium look and feel.
NERD NOUVEAU RICHE
Casa Rex | Design By: Casa Rex
The brand desired to poke fun at the ultra ostensible universe of the newly rich through nerds’ main vehicles of expression – gadgets – presenting 15 stickers for laptops, tablets and phones with messages such as “Everyone likes me (on Facebook)” and “Steve (Jobs) followed me on Twitter.” The kit comes in a kraft paper box with playful copy to appeal to those wanting to take part in the satire.
PIZZA HUT PIZZA BOX
PIZZA HUT | Design By: Tracy Locke
Printer: Rock Tenn
Pizza Hut exists to “Make It Great” for its consumers by challenging the status quo and electrifying every social occasion with fun, shareable food that brings people together. The brand wants to call on consumers to join it in a social movement: to feed hungry children. The red cup is a vessel in which food is served to hungry children, and it ultimately symbolizes hope and the promise of a brighter future. Millennials and families interact with brands that share their desire to make a difference, so by featuring the simple cup iconography, Pizza Hut hopes to use its box to inspire customers to donate, even in small amounts.
PRISMACOLOR ART MARKERS
Newell Rubbermaid | Design By: Newell Rubbermaid
Prismacolor has a mission of stimulating exploration and celebrating evolution. Its products are designed without compromise to provide superior performance, creating an artistic experience that knows no bounds. For the brand’s recently launched 200-count box, it was imperative that the packaging be considered part of the product. These markers are an investment for artists, so a premium, professional and portable package was needed. Prismacolor’s previous largest marker set, the 156 count, is often considered bulky. The 200-count box of 80pt chipboard with an 80# litho printed matte coating overwrap improved the overall design and gave it a smaller footprint, allowing artists to maximize desk space. Removable cubbies let users customize marker order or work with one group at a time. A hinged lid folds under the base when the box is open, and a swivel handle riveted to the box provides means for easy transport.
SALT OF THE EARTH BAKED GOODS
Salt of the Earth Bakery | Design By: Little Big Brands
Photography: Dave Lazarus
Salt of the Earth Bakery creations are cookies and brownies paired with the finest sea salts from around the world. The package is designed to show the love and passion that went into the baked goods with a pack that opens like a jewel box. The copy expresses the brand’s personality and may even get some giggles.
SMARTWOOL OUTDOOR GEAR
SmartWool | Design By: Capsule
SmartWool is a global leader in outdoor Merino products that do not itch, enabling customers to enjoy their active mountain lives every day. The brand has a mission of delivering extraordinary comfort, quality and lasting value to its customers and actively contributing to local communities. Through research, the brand learned it was giving consumers too much information at the moment of purchase, though customers did love other parts of the packaging such as the “Little Guy,” a brand mascot of sorts. A graphically compelling paperboard laminate structure that uses a corn-based polymer and eliminates the use of plastic was introduced. To provide differentiation between categories, the design utilizes prominent color navigation. Additional details moved to a customizable sticker, allowing for greater printing efficiency. Copy now appears in easy-to-understand bullets, and in special cases, a QR code helps customers in purchase decisions.
Stafidenios | Design By: Matadog Design
Paperboard Packaging: EVELEN PACK
The raisin packaging is designed to be folded into a toy without scissors or glue, making it easy for kids to put together and lessening waste as they repurpose the box. The 10 packages are designed to be educational and collectible.
Stride iD Gum
Mondelez | Paperboard Packaging: ASG
The gum’s magnetic closure is designed to let consumers easily open and close the packets without the typical wear and tear of most cartons.
VINTAGE TEAWORKS TEA
VINTAGE TEAWORKS | Design By: Chalk LA
Paperboard Packaging: Chicago Paper Tube & Can Co.
Vintage TeaWorks exists to delight customers with exciting all-natural tea blends that ignite the senses. The brand produces a line of gourmet loose leaf teas inspired by wine. Tea is a sensory experience, and one that should begin when the consumer first looks at the packaging. The brand uses packaging with visual and tactile components. Cues from wine packaging design, specifically the thin, long cylindrical bottle shape and dark color of dessert wines, fashion the look and provide a little mystique. Consumers are often compelled to pick the package up to discover exactly what the product is. Artist drawings of actual teas form the backdrop of the packaging.