Paulo Parsons has created the adorable packaging for The Bear’s Nuts, a conceptual nut brand that takes inspiration from a favorite childhood cartoon, Winnie The Pooh.
“Inspired by Winnie the pooh’s obsession with honey, The Bear’s Nuts, is a ‘tongue in cheek’ nuts brand that uses one consistent ingredient…honey!
A confident and playful tone of voice was used to portray the fun nature of the brand. Handwritten fonts and bright colours helped to give it a light hearted quality whilst still highlighting the exciting flavours within.
The bees are also key to the brands visual style. The bear is definitely the main character, however, without bees, there is no honey and without honey, there are no nuts…well ‘The Bear’s Nuts’ anyway.”
Designed By: Paulo Parsons
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Putting on a layer of BuzzStopper is like having skin as thick as a rhino, protecting you from mosquito and other insect bites. Designed by Jay Liu, the packaging is eye-catching enough for children but still something adults would feel comfortable purchasing for themselves, too. Liu explained a bit more about how the idea for the project began, choosing the various fonts, creating different sizes of the finished product, and more.
Walk us through the design process that you went through for this project. What was one of the biggest goals you set out to achieve with BuzzStopper packaging and how did you accomplish it?
Jay Liu: BuzzStopper was conceptualised in the midst of Singapore’s Zika outbreak last summer, and the original brief required a simple packaging that would appeal to both kids and young adults and parents.
As there was a request to produce 2 bottle sizes, the toughest part of the project was to find a visual linkage between their designs. Having both of them with a same adapted look might result in them appearing graphically bland.
After researching through the local and regional market, it was decided that an illustration-led approach could be a possible angle to let the bottle designs connect, complemented with clear infographics to explain its features.
All of the elements of the design work incredibly well together. How did you keep the bright colors, various text, and background pattern from becoming too overwhelming for the consumer?
Jay Liu: Keeping the packagings to a mono-colour palette helped to establish a consistency on the visual language effectively. Selection of the red and orange tones were also considered so it doesn’t overpower the neutral gray skin of Rhinoceros mascots.
The description panel was kept to a white backing as it is still a pharmaceutical product, so important information such as usage instructions and content ingredients had to be legible in a practical manner.
Why did you choose the font styles that you decided to use?
Jay Liu: The typeface from the logo radiates a casual and graffiti-like impression, and condensed fonts were used in turn to balance the typography and prevent the packaging from looking too amateurish.
What was the most challenging part of this project?
Jay Liu: Definitely the illustration of the mascots! As I did not have much experience in illustration prior to BuzzStopper, I had to rely on all the basic techniques I knew to put the final looks of Rhinee and Rhinon together. Thankfully, it all worked out.
If you could pick one aspect of the finished design that you like the most or feel especially proud of, what would it be and why?
Jay Liu: It will be the packaging structure’s design integration. Having a die-cut window on the pack instantly allows the mascot to be revealed at first sight, effectively solving the problem of information overload on the pack’s limited space, and also adding depth to the product at the same time.
Share one lesson that you learned while developing the finished product.
Jay Liu: Having a strategy to the design hugely value-adds to the product in addition to its aesthetic assets. We did not set out to establish great sales volume or high-end production effects from the very beginning, but more so the intent of bringing something different to the market for everyone in Singapore. For BuzzStopper, the product is not designed to compete against the existing insect repellent choices, but more of creating a new market segment that it could reach out to, and we’re thankful of the positive responses from the market.
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This tea definitely stands out amongst the rest. Tenzing Design has created the eye-catching packaging for Dutch Harvest, a new line of hemp tea.
“The design for this new brand of hemp tea needed to stand out on the tea shelf: explicit, bold and cheerful, with a vintage and crafty eco-vibe. The packaging had to be unmistakably sustainable with materials as well as with the usability, however a too weirdy-beardy look had to be avoided.”
“Extra care has been taken to create a unique pack — not only with design but also in manufacturing. The package was created especially for Dutch Harvest: with an inner layer of cellulose-based plastic wrapped with paper made of agricultural waste.
Tenzing created the brand name, packaging and other items.”
Designer: Arjan van Woensel a.k.a Tenzing
Client: Esther Molenwijk, Dutch Harvest
Bio-waste paper manufacturer: Paperwise
Cellulose-based plastic lining: Bio4Pack
Location: Amsterdam, Netherlands
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By: Bobby Patel
Utilizing licensing on product packaging has risen in popularity within the food and drink industry. The main reason for this surge? The instant recognition of well-known licensed characters and the familiarity them, rewarding the new product and brand. The licensing industry is bigger than ever these days and drives hugely powerful brand recognition.
Overwhelmed shoppers will often be attracted to license assets on a packaging because they are accustomed to them. According to Ted Mininni, President of Design Force Inc, in order for a customer to be triggered to commit to a purchase they must feel engaged by the product. Shoppers equate characters with specific traits, values and stories—and when these are successfully carried through to the packaging bringing it to life, the customer will feel compelled to buy. In fact, the Licensing Industry Merchandisers’ Association (LIMA) reported the licensing industry generated $241.5 billion in retail sales globally in 2014.
New products on the supermarket shelves commonly get overlooked by consumers because many find appeal in what they already know. An emerging brand just starting out will therefore benefit greatly from the addition of popular character licensing to their portfolio because it will give more appeal and quicker sales—this is particularly the case within the kids’ market where children are drawn to beloved characters they are surrounded with day to day on television, in apps or in toys. Disney is one such brand that has proved successful across all retail categories, from media and apparel to the food and drinks sector. Disney’s 2013 hit “Frozen” grossed $1.3 billion at the box office, and went on to continue capitalising on the “Frozen effect” with numerous licensed goods which raked in a whopping $107.2 billion in retail sales. The category also accounted for 46% of the total $13.4 billion in royalties from licensed merchandise.
Other positives of investing in a license include benefiting from cross-promotion opportunities with other same licensed suppliers and on-going support from the licensors themselves to boost growth into new markets. Plus, it’s usually easier to be listed by large retailers since they’ll have more confidence in introducing key licensed products when they are a part of a larger store-wide merchandise plan. The licensors will in return benefit from the partnership because they will reap the rewards of gaining a presence in previously unexplored or unfamiliar territory. Success stories of firms making the most of their brand by issuing licenses include Finnish firm Rovio, which created the Angry Birds app. About 40 percent of its £125million (over $164million) turnover comes from licensing. Ultimately, the addition of a license that fits in with the product, and shares the brand’s own values will speed up growth and offer longevity.
With all this in mind, food and drink manufacturers then face the dilemma of how to balance their own brand assets with the adopted licensing. The most efficient way to grow the master brand and retain a strong brand message is consistency—the brand may collaborate with various different licenses, but the branding has to remain the same throughout the product portfolio. It is the consistent, desired experience that builds trust, and trust is the foundation for customer loyalty and promotion. Richard Branson, a brand name himself, has built a multi-billion dollar conglomerate around his values of risk-taking and adventure. People expect the unexpected from him, but he remains consistent in delivering a customer-centric, aesthetically pleasing, mega-cool experience no matter the venture.
The use of advertising banners, point of sale marketing and the packaging itself needs to be consistently uniform, dependable and unchanging—similar colours for the whole range, with recognisable logo and positive message throughout. In British startup company Appy Food & Drinks’ case, the brand’s ID is emphasised through the use of very soft and inviting rounded fonts which are friendly and suitable for the targeted market. The product’s benefits and ingredient attributes cannot take second place to the licensing or branding, as the customer needs to be made aware of what they are purchasing—and most importantly why they should be purchasing it over other competitors’ offerings. With Appy Food & Drinks’ product range, the packaging always features real fruits on the front and back of the packaging to help the customer to identify the product as healthy. The colour green, globally associated with nature, takes priority and emphasises the wholesome aspect of the product which is at the core of what the brand stands for: no GMOs, preservatives or chemicals.
Graphically, the overall design should resonate with the license and never conflict with it. In Appy’s case, because the drink is targeted to children, the message has to be clear and simple so kids (as well as parents) can understand what the product is right away. Consumers make purchase decisions within seconds, so the information needs to be direct and easy to grasp. As the license characters dominate the front of the packaging, the creative team focused on placing the own-brand assets on the rest of the pack, including the brand’s own engaging characters, games and apps. These direct customers to the brand’s website—rather than the licensors’—which help with on-going brand expansion and long term recognition.
Overall, as in Appy Food & Drink’s case, if carefully planned and thought out it is possible to achieve a very successful licensing and own-brand collaboration. When done well, it has the potential to be appealing to consumers, beneficial to the licensors and profitable for the brand.
Images courtesy of Appy Food & Drinks.
Bobby Patel is the founder and CEO of multi-award winning British FMCG company Appy Food & Drinks. His main drive remains ‘people before profit’ and his continued commitment sees him passionately working to create new innovations that will help global communities, and leave a legacy for healthier generations.
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Samuel Profeta designed the funky and earthy packaging and branding for TIBO, a line of artisanal sauces and chutneys. The logo drives home the notion that the product line is made from fresh ingredients.
“TIBO was created from the passion of chef Sinval Espírito Santo for real food and special recipes. He needed a visual identity for the brand and for the line of artisanal sauces and chutneys.
The TIBO logo was designed with typographic illustrations representing the main ingredients of the chef’s creations: parsley, rosemary, tomato and onion.”
“For the packaging, the client needed a simple and affordable solution that could allow for a homemade production. To that end, glass jars were used with transparent labels printed in white. Since the sauces’ appearance are so beautiful, they play a leading role in the visual system.
In order to cover the lid, kraft paper was chosen and decorated with a pattern representing the ingredients of each variant. For the finishing touch, colorful rubber bands hold the paper on top giving a charming detail to the packs.”
Designed By: Samuel Profeta
Location: São Paulo, Brazil
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This olive oil is reminiscent of nostalgia and childhood bedtime stories. Greek designer Spyros Doukas designed the packaging for the high-end olive oil brand, La p’tite olive.
“La p’tite olive is an upscale Extra Virgin Olive Oil brand developed exclusively for the French market, targeting parents valuing their children’s nutrition. The brand will be distributed exclusively through pharmacies in the organic or children’s’ nutrition sections. The inspiration for the brand comes from Greek village life, the childhood memories and the sweet imagery that comes along. The humble scale of things, the innocence and, above all, the pure flavours that we still crave are driving the brand’s visual language. The young girl who collects the olives from the tree in a carefree way acts as the brand ambassador- an image so warmly familiar, and so full of rich emotions.”
Agency: Spyros Doukas / Katerina Anagnostou
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As the salt of choice for Eleven Madison Park, Amagansett Sea Salt is no ordinary salt; hand harvested and sun-dried in small batches, it is the direct result of one man’s commitment to harnessing nature at her best. It deserved an identity to match its brilliance.
‘The beauty of Amagansett Sea Salt is not its traditional process’ says Chief Strategy Officer, Georgia Levison, ‘but rather, the brand’s deep respect for the sea and the wonder of transformation, from the raw, pounding ocean to truly refined seasoning’.
‘Spending a day harvesting the salt ourselves gave us unique insight into the visceral nature of the process,’ adds Senior designer Priscila Grassi ‘being out there in the sun, the wind and the ocean inspired us to create a bold, elemental design that takes you right to the heart of it’.
Safari Sundays abandoned more familiar codes of craft for a modern, fresh design language that could tell the story with maximum distinction. As Creative Director, Adam Walko, explains ‘The logo was given a renewed authority and the pack became focused around a raw yet sophisticated expression of water transforming into salt – a visual tool that could be adapted to tell other parts of the story as needed’.
The brand’s core color palette was intensified to express the purpose and potential in each of the flavors and the tone of voice was simplified to reflect the dedicated focus of its founder, using only four words to tell the entire story.
Founder and CEO Steven Judelson says, ‘Safari Sundays managed to capture the emotion, process and superior quality of my salt in one – the refined rawness of our new identity tells a true product story and can emotionally connect to the chefs and food lovers that we want to reach. Safari Sundays passionately believes in what we’re doing. This was not only about great design but a like-minded partnership’.
The partnership also led to Safari Sundays realizing their own passion for reducing food waste, through the creation of a beautiful sea salt flavored with leftover garlic scapes, in collaboration with Amagansett Sea Salt and Quail Hill farm.
Amagansett Sea Salt products are available in select stores in New York and online and Safari Sundays x Amagansett x Quail Hill Garlic Scape Sea Salt will be available on request.
Agency: Safari Sundays
Chief Strategy Officer: Georgia Levison
Creative Director: Adam Walko
Senior Designer: Priscila Grassi
Senior Account Manager: Kate Dell’Aquila
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These local grocery products come with a friendly feeling. Ohmybrand created the packaging for Two Birches, an integral retail brand for the Farmers’ Grocery Stores.
“All the products from different farmers come into the store in small consignments. To simplify the workflow, we have developed two styles of packaging. The first ones are clear and visible labels for branding the products on the farms, and the second option is a label that can be printed directly in the store.”
“The principles of the external and internal design of the stores emphasize that the products have farm origins. The shop assistants, girls in traditional cotton aprons, greet the customers when they enter the shop.
What else does a person need from a store close to home? You can quickly buy fresh, delicious food, you don’t have to spend a lot of time choosing or standing in line. Nice environment, friendly shop assistants, honest prices – and the love of the locals is guaranteed.”
Client: Two Birches
Location: Moscow, Russia
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Shaped like a droplet, this spirit is sure to quench your thirst. Russian agency BrandPa have created the elegant packaging for this special vodka.
“Original vodka ‘Droplet’. The most unusual aspect is the form of the bottle. The label is created on glass by a silk-screen printing method. The top part of the bottle becomes covered by color depending on the variety of the drink. The white is the classical vodka while the blue is crystal and other varieties.”
During the development of the product, time has been devoted not only towards the packaging but also with regards to the contents. At production, the water is enriched with vials of oxygen, which is shown on the front label by the ‘O2’ sign used.”
Creative Director: Kozhukhov Igor
Designer: Litvinova Darya
Visualization: Novikov Mikhail
Location: Moscow, Russia
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Sid Lee, a creative agency known for pushing boundaries, has developed a collection of soap that is beyond ordinary. Introducing Insoapropriate, a collection of inappropriate soap made to cleanse all your senses, but not to be used as intended.
The Insoapropriate collection is an all-natural, vegan product and is handcrafted in the heart of Montreal. Scented with pure essential oils and certified organic fragrances, these geometric gems are inspired to cleanse the 5 senses:
- Stellar Vision: Inspired by the sense of sight, these globes of glycerine are individually scented with the pairings of gardenia & black spruce and lily of the valley & eucalyptus. But use these soap with caution; or you just might see red.
- Premium Palate: Inspired by the sense of taste, this tantalizing semicircle is scented with geranium that has a lot of bite. But use it with caution; it’s a little toxic and a new kind of bitter.
- Crystalline Hearing: Inspired by the sense of hearing, this cone shape is infused with vetiver, brings a new meaning to cleaning between the ears. But use it with caution; what starts as a tickle might become an affliction.
- Sublime Smell: Inspired by the sense of smell, this invasive shape offers a rush of thuya &
balsam. But use this soap with caution: if something smells fishy, it’s because it is.
“We were challenged to come up with a distinctive idea for our corporate gift; something that would be in tune with how our agency works” says Solène Lavigne-Lalonde, Corporate Marketing Director for Sid Lee. “We came up with a refreshing idea, a soap collection. From
conceptualization to final production, amid lots of fun and collaboration across our multidisciplinary teams, Insoapropriate flourished into a unique and unexpected gift.”
“We wanted to take soap to a place it’s never been” says Simon Chénier-Gauvreau, Creative Director at Sid Lee. “Form is meant to follow function, in this case dysfunction. Insoapropriate is a satirical take on design, it is an evocative product that contextually shouldn’t exist.”
Agency: Sid Lee
Creative Director: Simon Chénier-Gauvreau
Senior Art Director: Nadine Brunet
Corporate Marketing Director: Solène Lavigne-Lalonde
Corporate Marketing Coordinator: Alexandre Geoffrion
Copywriter: Thierry Faucher
3D Artist: Carolyne Loubert
Studio Producer (Video): Marc Desjardins
Videographer and Video Editor: Thomas Fortier
Motion Designer (Video): Raphael Laflamme Thibault
Copywriter (Video): Melodie Karama
Studio Product Owner (Website): Caroline Royer Frontend Developer (Website): Maxime Daoust, Frédéric Landry
Photographer (Box Only): Thanh Pham
Soap Producer: Faveur Savons Bio
Molds: Robocut Studio
Photographer Nik Mirus, l’Éloi
Assistant: Marc-Antoine Dubois
Photo Production : Karyne Bond, l’Éloi
Assistant Production: Thomas Salaun, l’Éloi
Photographer : Mathieu Fortin, l’Éloi
Assistants: Drew Hadley, Jeremy Bobrow
Photo Production : Karyne Bond, l’Éloi
Assistant Production : Thomas Salaun, l’Éloi
Hair & Makeup Artist : Jessica Lablanche, Folio
Modèles: Yemi, Angelica (Dulcedo), Esther (Dulcedo)
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