Flora

Iglöo Creative, Spain created a package design for a commemorative t-shirt of the 30th International Theater and Dance Fair in Huesca (Spain).

“After designing the main image of the even in which a tortoise (Flora) is the star, we decided to create a special packing in which the design is a ‘wink’ to the design of the poster.” From then the unique packaging was formed into a shape of a tortoise. His shell was used as a clear container where you can see the logo (XXX). 

We love the idea of using the shape of the tortoise as the shape of the container for the t-shirt. Attendees that are familiar with the event’s posters and imagery definitely can relate the two immediately and can truly appreciate the idea. We love the continuation of the color scheme and typography throughout the collateral for the event, from the poster to tickets, pamphlets, t-shirts and the packaging for the t-shirt itself. 

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The design team was able to use those simple elements without ‘copying’ and paste it everywhere. In contrast, they were able to create differentiation between each piece by using scale, shapes, different background colors etc.By doing so, each design is different yet, ties in to each other beautifully. 

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Designer: Paola Coiduras

Art Director: Paola Coiduras

Creative Director: Eric Novo

Photographer: dobleSTUDI

Designed by Igöo Creativo

Client: Feria Internacional de Teatro y Danza de Huesca

Country: Spain
 

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Before & After: Krusteaz

Krusteaz together with Tether redesigned a household name with goal that “The packaging revitalization will help it stand out, attract new customers, and expand current loyalists across categories” 

“When it comes down to it, baking, cooking and sharing food is all about connection—especially for parents who want to build happy memories with their families. Krusteaz hones in on that desire, helping customers create those connections.”

“On shelf, the baking category is dominated by a handful of legacy brands with little differentiation. While Krusteaz has been a household name in the West for decades, nationwide it needs to break through the sea of sameness on shelf. The packaging revitalization will help it stand out, attract new customers, and expand current loyalists across categories.”

“As a challenger brand, Krusteaz has to overcome strong consumer loyalty to legacy brands, but it has several important qualities that help set it apart: It’s been a family-owned business since 1932, and they put special emphasis on quality ingredients and recipes, which are relentlessly tested, America’s Test Kitchen style, to taste measurably better than the competition.” 

“An injection of visual personality and a strong, color-coded brand block helps the design stand out on shelf and cues customers who will see Krusteaz on several different grocery aisles. A refreshed brand badge and instructions improves brand awareness and product information navigation. Since appetite appeal is key in this category, the new look brings forward mouth-watering photography that evokes the warm feelings associated with baked goods.”

The new packaging is successful in terms of updating the brand without loosing its essence and loyalists. The color-coded brand block not only stand out on shelf, they create an efficient way of expanding the brand throughout each category. In a market place where consumers (especially in the food isle) are looking for specific information, calling out those key words and sections is crutial and they’ve done a great job doing so. 


Steve Donley: VP of Marketing
Melissa Washko: Marketing Director
Leslie Ochs: Brand Manager
Paul Francis: Creative Services Manager
Jen Smith: Creative Project Manager
Laurie Weissler: Consumer Insights 

Patty Wittmann: Food Stylist
Angie Norwood Browne: Photographer

Stanley Hainsworth: Chief Creative Officer
Steve Barrett: Executive Creative Director
Dan Smith: Creative Director
Dodi Monahan: Group Account Director
Julia Ondich: Senior Creative
Andrew Well: Senior Creative
John Kendall: Senior Creative
Bo Gilliland: Senior Copywriter
Berri Windsor: Copywriter
Alex Warren: Account Manager
Kyle Fuson: Production Manager
Keith Slawson: Senior Production Designer

Designed by: Tether

Client: Krusteaz

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Serenbe Foods

Serenbe Foods evolved out of the culinary history and agricultural roots of Serenbe – a community south of Atlanta where people live, work, learn, and play in celebration of life’s beauty and in connection with nature. Serenbe Foods believes in friends, family, farmers, and good food created by good people with pure ingredients and intentions. Having served as consulting art director for the overall Serenbe brand for a year, I was delighted when they approached me to design the brand and packaging for this new venture of jams, jellies, and pickled goods. 

Serenbe Foods is an outgrowth of the Serenbe brand, so the logo created uses the basic Serenbe wordmark, plus “foods” in italics from the same family in order to keep a cohesive architecture that holds on to Serenbe’s brand equity.

Each product has its own color palette based on the contents of the jar, as well as a unique, hand-drawn illustration on the front label – drawings of honey flowers, hot peppers, blueberries, and more. The front label slightly wraps the side, so that the brand and product name are front and center on a shelf.

The back label is smaller, and features ingredients and a product description. A separate sticker wraps from the top of the jar’s lid to the front, indicating freshness when unbroken, while also allowing the branding to be visible when viewed from above in a case, and featuring the “Natural” message that lets consumers know these products are full of only good things.

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Art Director, Designer: Russell Shaw

Copywriter: Serenbe

Illustrators: Russell Shaw, and Unknown (an illustrator hired for Serenbe prior to my involvement) 

Product Photographer: All product photography by Jessica Ashley (J Ashley Photography) and is copyright of Serenbe Foods, except where noted otherwise. 

Printer: Smyth

Designed by Russell Shaw Design

Client: Serenbe 

Country: United States

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Beyond Meat: The Future of Protein

The New York office of strategic brand and packaging design agency Bulletproof has created a bold new visual identity and packaging design for Beyond Meat; a plant-based protein brand with ambitious plans to change the way the world ‘meats’. 

As we enter a new era of wellness with proactive health increasingly playing a key role in life, interest in plant-based protein is ripe among carnivores and vegetarians alike. With its delicious range of plant-based burgers, beef crumbles, and chickens strips, Beyond Meat is aiming to take things to the next level in the category by boldly delivering “The Future of Protein” to consumers: all the taste, texture, aroma and satisfaction of the traditional meaty dishes they love with the health, environmental and animal welfare upsides of plant-based protein. 

Across the brand’s products, including the highly anticipated Beyond Burger—currently enjoying a very successful launch—there was a goal of bringing visual cohesion and consistency to ensure consumers could easily navigate the range. Taking the findings from a strategic review of the brand, Bulletproof was tasked with creating a design that would also elevate the brand’s bold and witty tone of voice on pack, while creating real stopping power on shelf. 

Working from a strategic visual platform of ‘Dig into Fulfilment’, Bulletproof created a number of design concepts that celebrated Beyond Meat’s center-of-plate offerings using dramatically shot, mouth-watering food photography within a design architecture featuring Butchers shop visual language, adding credibility and sumptuous flavor cues. 

Dialling up the brand’s core equities, the final design concept features a bold brand mark with Beyond Meat’s signature fork featured within the rustic stamped typography and crowned by the veggie animal symbol. 

Bulletproof comments: “The shopping routine for plant-based products has long been a series of sacrifices… both the food and its packaging are devoid of flavor, character and any sense of enjoyment. These shelves are ruled by a sterile aesthetic, which favors lifeless white backgrounds and tasteless, staged food photography. We sought to shake up that status quo with a bold style that serves up a real-food experience. All the new Beyond Meat brand equities encapsulate the essential essence of the farmer’s market…the engaging tag device, the boldly stamped typography and the magnetic food photography. It’s time to change how the world ‘meats’.” 

Will Schafer, Marketing Director at Beyond Meat comments: “Bulletproof approached the project with real energy and passion, getting under the skin of the brand and delivering great thinking and doing. The eye-catching design is vibrant – much like the lifestyle of our consumers – with a strong pack architecture to ensure key information such as protein count and GMO-free callouts, are clearly visible on pack. And most importantly, the photography showcases the delicious taste and texture of our products, providing reassurance that Beyond Meat will deliver a satisfying meal the whole family will love.” 

The new packaging will be rolled out in retailers including Kroger, Walmart, Target, Whole Foods Market, Sprouts Farmers Market, Publix, HEB, Safeway, Vons, Ralphs, and many more, from November.

 


Designed by Bulletproof

Country: United States

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Join us in Amsterdam November 23rd For The Dieline Conference

Join us in Amsterdam November 23rd in Amsterdam!

The Dieline and Packaging Innovations have teamed up for a one-of-a-kind, free-to-attend conference, kicking off at Packaging Innovations Amsterdam 2016. Their first ever conference in the European mainland, The Dieline’s exciting content will be exploring packaging and branding topics, with panels and discussions from both leading and emerging brands, as well as packaging suppliers and design agencies. 

Top brands and design leaders will gather to discuss the challenges and opportunities that arise when designing for a major brand. As the leading platform for package design and inspiration, The Dieline couldn’t think of a better place than a partnership with Packaging Innovations to inspire the Dutch packaging community. Combining their signature high-level content, endless inspiration and a curation of previous The Dieline Awards’ winners, conference attendees will visit the future of packaging and branding design.

The event is specifically for packaging designers and marketing/brand managers. And remember; this is a free-to-attend conference that is exclusive to attendees of Packaging Innovations Amsterdam 2016. But space is limited, so don’t delay!

Register for Free today! 

Learn More + Register Today

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Figgin’ Fruit

Figgin Good! 

Hello Delicious! Brands wanted to make a splash in a snoozy snack category, committed to shaking it up and changing the perception of the venerable but much-maligned fig cookie. Trouble was, consumers previously saw these snacks as decidedly downbeat, dominated by thin, dried-out crumbly offerings. Given that Hello Delicious! was crafting plump, fruit-filled poppable drops in a variety of fun flavors, it was important to ensure the packaging conveyed a different kind of experience.

Pivot Marketing, Inc worked closely with the brand team to create the naming, brand positioning and packaging for these treats. 

“We began with a competitive analysis, then quickly moved into a naming exercise, coming up with dozens of names to position the product accordingly. When the Figgin’ Fruit brand was launched, it was launched with a vibrant, playful set of packages, touting a whimsical mascot in Cap’n Mac Figgins and a backstory that amped up the fun in fruit. By all indications, our work ensured that Figgin’ Fruit is not your father’s fig cookie.”

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Creative Director: Liz Schwartz

Designer: Sarah Wielusz

Copywriter: John Tomkiw

Illustrator: Michael Bast

Account: Heather Bult

Illustrator: Sarah Wielusz

Designed by Pivot Marketing, Inc.

Country: United States

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The Underground Project Wines

Do you know what’s in your wine? Hungerford Hill asked Co Partnership to develop an identity and packaging for their line of mysterious and delicious wines, The Underground Project. They wanted to create something that would appeal to a younger audience and have loads of personality.

“Online wine sales continue to grow significantly, with different routes to market emerging and e-shopping responding to a younger consumer who is less tied to traditional wine aesthetic and more interested in seeing labels with personality.”

“Hungerford Hill didn’t distribute wine via these channels, so they were missing an opportunity to capture this market. In response Co Partnership worked with Hungerford Hill to develop a new wine brand that could leverage off the Hungerford Hill brand equity and capture a younger audience.”

“The thinking was a response to The Underground Project—a name that captured the unlimited range of experimental wine styles created by the winemakers of Hungerford Hill.”

“The design was inspired by redacted documents, leaked experiments and secrets from the winemakers bunker. The idea meant we could change out shape, bottle size and copywriting easily across wine varieties—all with their own ‘secret’ story—but still have them look part of a set. This visual style was also to our advantage for online sales, where it needed to distinguish itself within a crowded market, with our bold stripes standing out amongst the crowd.”

Giving each wine its own secret story makes it a fun experience to choose and drink the wine for you. The black and white labels with most of the text blacked out makes a statement while also making them clearly cohesive. White bottle caps screw off, making it easy to open and ideal for those who want something out of the ordinary and completely non-traditional.

 


Designed by Co Partnership

Country: Australia

City: Sydney

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Bozal Mezcal

Completely untamed. Bozal means “wild” or “untamed” and for Bozal Mezcal, it’s a reference to the particular species of agave grown in the regions of Oaxaca and Guerrero. San Francisco agency Swig created custom ceramic bottles for the spirit, pulling from the history of the way mezcal was enjoyed with traditional copitas.

Because Bozal is ceramic, it simply makes the consumer take extra care in handling each bottle. The earthy colors and simplistic approach gives off the vibe that the mezcal is handmade and incredibly traditional, instantly appealing to those who want a premium, classic mezcal. This is juxtaposed with a sans serif font that feels incredibly modern, keeping the look minimal and fresh.

 


Designer: Kevin Roberson

Artist: Claudia Salas Vergara

Designed by Swig

Country: United States

City: San Francisco

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Pack of the Month: Target’s Archer Farms Redesign

Forget “employee of the month” or high school superlatives—this is The Dieline’s Packaging of the Month. This monthly feature offers an in-depth, behind-the-scenes look at one of the most popular designs that’s appeared on the site. It gives you the opportunity to learn more about the designer or agency behind the product, why they designed it the way they did, and why we here at The Dieline love it. For September 2016, we spoke with David Hartman at the Target Creative Team about teaming up with Collins and the design for Archer Farms Fair Trade coffee.

Who: Target Creative Team partnered with bi-coastal brand consultancy Collins when redesigning the coffee for their in-house brand, Archer Farms. Target, the second-largest discount retailer in the United States, is home to an array of brands, many of which are their own, such as Up & Up and Room Essentials. A makeover on any of their products requires meticulous planning and collaboration from many team members. Chief Creative Officer Todd Waterbury, Creative Director David Hartman, Associate Creative Director Steve Jockisch, and Designers Brad Knorr and Luke Hunt worked together to expand the new and improved brews.

What: Bright and bold bags of Fair Trade coffee that entice the Target guest with a story. 

Target’s Archer Farms Redesign – http://bit.ly/2f9Jspf

Theresa: Why did you choose to partner with Collins for this particular project?

David Hartman: We understood from research that coffee is a complicated category for guests to navigate, regardless of brand, and our Archer Farms assortment is no different. It features a range of flavors, roasts, origins, fair trade and direct trade varieties with a better/best quality tiering and organic options. So, success for us meant a design solution that was both easy to shop, but also telegraphed taste cues, had lots of appetite appeal and delivered compelling region and origin stories. To deliver one part of that equation wasn’t enough—we had to do all 3. Given our previous experience in partnering on a range of successful branding and packaging assignments, we believed Collins would be able to provide a strategy and design system that achieved all of these objectives. And they did.

Theresa: Why did you opt for illustrations on the packaging, and why did you choose to go with the particular style you did?

David Hartman: Our previous Archer Farms coffee packaging was constrained by our print production—we were limited to small 2–color labels applied to the front of the bag. It was a severe design constraint given our retail environment and unfortunately, negatively affected our perceptions of quality with guests. With our new Archer Farms packaging, we dramatically elevated our capabilities. For example, we are able to print directly onto the foil substrate of the bag using as many as 8 colors—greatly expanding the range of potential solutions. And the opportunities for design. During the early stages of the creative development we landed on illustration as a scaleable solution that could effectively address the diverse needs of the assortment—in a way that photography could not. We developed 3 unique illustration styles for the program, working with 3 different global illustrators: Lan Truong (NYC) for flavored SKUs, Adrian Johnson (UK) for non-flavored SKUs and Tom Haugomat (France) for region specific, origin SKUs. 

Theresa: Why did you opt for a compartmentalized design that creates a specific location for all of the key product attributes?

David Hartman: We needed a design program that allowed our guest to make quick visual comparisons across a visually busy, highly complex 12 foot shelf set. A unified grid system at the top of each bag, with consistent placement of product names and attributes provided clear, easy navigation while allowing the illustrations at the bottom of the bag to deliver a variety of different stories. As part of this assignment, we also greatly expanded the toolkit for the Archer Farms brand including the color palette, typography and—of course—the illustration style, in order to flex our design solution to meet the specific needs of the coffee category. 

Theresa: Why is fair trade or direct trade coffee is better-tasting choice and how did you communicate that on the packaging?

David Hartman: Target was the first mass retailer to offer direct trade and fair trade coffee. It’s true. This means when we label something as fair trade or direct trade, we are directly connected to a specific farm or network of farms. And with our new assortment, we’ve expanded those offerings from 4 SKUs to 32 SKUs. Arguably, these types of coffee are better tasting because of the way the beans are grown and processed—without the use of harsh chemicals. The biggest way we tell this origin story is through our region and location specific illustrations, which serve as a window to the local communities where this coffee is grown (in Southeast Asia, Africa, South America and Central America). The color coding at the top portion of the bag also serves as an indicator to quality: the black background is reserved for our fair trade, direct trade, organic and natural options.

Theresa: Why did you opt for BPA-free packaging for the single-serve coffee pods, and what benefit does that have for the consumer and the environment?

David Hartman: Our single-serve pods have been redesigned using something called Real Cup technology to include BPA-free translucent packaging—the first of its kind at mass retail. And all of our single-serve pods benefit an organization called Waterwise, a clean water nonprofit committed to cleaning the water supply in Ethiopia by creating sustainable and innovative wet mills. We know that sustainability is important to our guests and being able to offer recyclable single serve cups was one way to demonstrate that we’re paying attention to the smallest details around the guest experience of our owned brands.

Why we love it / Why we picked it: Seeing the before and after photos of Archer Farms coffee products is a prime example of how simplifying and streamlining can be completely transformative. The information about each brew (such as whether it’s light, medium, or dark roast) is easy to locate, while vibrant illustrations by Adrian Johnson, Tom Haugomat, and Lan Truong instantly breathe life into the packaging. It gives consumers a visual “taste” of where the beans come from, showing the environment and helping consumers gain an understanding of the culture. 


Designed by: Target Creative Team & Collins

Creative Team (Target)
Chief Creative Officer: Todd Waterbury
Creative Director: David Hartman
Associate Creative Director: Steve Jockisch
Designers: Brad Knorr, Luke Hunt


David is the Creative Director of the Brand Design Lab at Target, a specialized design and innovation team whose mission is to create brands and design experiences that delight guests, improve their daily lives and deepen their relationship with Target. 

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RŪTA Chocolate Pizza

Chocolate pizza is proof that dreams do come true. Gediminas Medžiaušis designed the handmade packaging for the chocolate pizza from RŪTA, a Lithuania-based chocolate factory. The result is basically the sweetest pizza pie you’ll ever eat.


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“Thousands of years ago, the Mayans and the Aztecs would lace their chocolate drinks with pepper. Nowadays, chocolate spiced with extraordinary ingredients is very popular with gourmets in Europe, South America, and the Far East. The most peculiar combinations, six flavours of Chocolate Pizza, fresh from Rūta’s chocolate makers:

• white chocolate with lemon and green tea – a light taste of spring enveloped in the freshness of green tea and bits of lemon;

• white chocolate with strawberries and blueberries – the taste and fragrance of summer joined in harmony with white chocolate;

• bitter chocolate with paprika, olives, and spinach – a sweetly rich and vivid harmony of fruits of nature;

• bitter chocolate with rose pepper – a sweet bitterness of chocolate for the true gourmet;

• bitter chocolate with granulated strawberries and spinach – an inspiring blast of energy from nature;

• milk chocolate with rice crisps and wheat flakes – a crispy and surprising experience surrounded by delicate white chocolate.”

RŪTA comes in a paper box with gold foil and embossing. The appearance is classy and traditional, with detailed illustrations and gold foil that elevates the brand. A small cutout allows consumers to see inside, and it’s quite a treat to behold. Instead of a cheesey pizza or even regular milk or dark chocolate, RŪTA consists of “slices” of gourmet, finely made chocolate with innovative ingredients. Images of the ingredients and the traditional font play on the vision we often have of regular pizza, but the fact that it’s made of chocolate makes it fun and unique.

 


Designed by Gediminas Medžiaušis

Client: RŪTA

Country: Lithuania

City: Vilnius

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Recover Regimen Epsom Salts

You can take all the medicine that you want when you’re feeling under the weather, but sometimes it’s something as simple as a hot Epsom salt bath that will make you better. Cue developed the packaging for the luxurious and high-end Epsom salt brand, Recover Regimen, which relies on natural ingredients and relaxing scents to help you on the road to recovery.

“Recover Regimen produces high-quality Epsom Salts for consumers who practice a beauty or wellness regimen, and seek products that help them rejuvenate quickly and effectively. Infused with natural essential oils, fragrance formulas include Cedar Herb (Repair) Vanilla Patchouli (Restore) and Eucalyptus Mint (Rejuvenate). These luxurious fragrances create a more relaxing, enjoyable recovery experience.”

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Recover Regimen is elegant and has a premium feel, allowing someone who feels sick to truly feel like they can rest and relax when using it. The gold lettering also adds in some sophistication, while the browns and greens keep the look calming. Leaves and ferns in images of the product remind consumers that this is an epsom salt that uses natural ingredients like essential oils, and has wonderfully warming scents like Cedar Herb or Vanilla Patchouli.

 


Creative Director: Alan Colvin

Designer: Matt Erickson

Photography/Styling: Kelley Mann

Designed by Cue

Client: Recover Regime

Country: United States

City: Minneapolis, MN

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Dúzsi Tamás Merlot Rosé

Rosé all day. Koroknai Kira and Hidvégi Anna designed the packaging for Dúzsi Tamás Merlot Rosé, not shying away from the signature color the wine is known for.

“Packaging design for 2015 Merlot Rosé from the Dúzsi Winery in Szekszárd, Hungary. Dúzsi Tamás’s winery is one of the leaders of the gradually developing family wineries of wine region Szekszárd. The largest part of the winery’s turnover comes from selling their rosé wines. For the packaging our goal was to pick a modest and feminine colour that is in harmony with the colour of the wine. During our visit at the winery we learned that hand manufacture is a very important part of the winemaking process, so we choose ‘hand harvesting’ as a main graphic element for the design and created the little hand symbol with the dot. We wanted to keep everything very simple, hence the minimal typography in a circle shape. We also designed a little booklet which can be used for different marketing purposes and also, it gives a little more information about the wine for the customers.”


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Dúzsi Tamás Merlot Rosé embraces the dainty, delicate flavors in the wine and translates that into its packaging. The look is light and simple yet incredibly confident and bold. A dot pattern on the label and on the wrapping around the bottle looks classic, and the minimal text and other graphics allows the smaller elements to truly make an impact. The font is traditional, however against a light pink background it’s given new life.

 


Designed by: Koroknai Kira, Hidvégi Anna

Client: Dúzsi Tamás Winery

Graphic Design: Kira Koroknai, Anna Hidvégi

Photography: Dávid Kovács, Kevin Harald Campean

Retouching: Kira Koroknai

Country: Hungary

City: Budapest

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