Grace Gin Is an Elegant Small-Batch Gin Directly From Greece


MILK Branding Professionals created the packaging for Grace Gin, a small-batch gin that is distilled in Greece.


“Grace Gin is a unique gin, full of the tastes of Greece, produced in small batches using traditional distillation processes and the techniques of the finest perfume houses. 
Three women with an outstanding knowledge of drinks and Greek botanicals, set a target to create a premium gin with the essence of Greece, from the mountains to the sea. After more than a year of extensive research, experimentation and trial in botanicals and techniques, they selected distinctive Greek botanicals, such as Kritamos (Rock Samphire), Schinos, Myrtle Leaves and Orange Blossom to create a wonderful bouquet of aromas and tastes. According to gin connoisseurs the new product should definitely be considered to be among the finest premium gins available in the global market.”




“In order to brand the partnership of the three women and its precious outcome we revisited Greek mythology. The Three Graces, the goddesses of charm, beauty and creativity symbolizing nature and fertility, provided the perfect parallelism for our branding needs. We developed two identities, Three Graces Distilling and Grace Gin, for the corporate and the consumer brand respectively. We did some nifty work in packaging design to make sure that Grace Gin’s bottle will be as good as its content. And then, we developed a fancy lookbook to make sure that brand communications and promotions will come up to the quality of such an exquisite brand.

Five months after its launch, Grace Gin has already transcended the Greek borders, being exported in various countries around the world.”





Designed by: MILK Branding Professionals
Design Director: Yiannis Roussos
Partner, Head of Creative: Leonie Yagdjglou
Location: Athens, Greece

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Seepje is a New Laundry Detergent With Packaging That Repurposes Food Waste


This is not your typical laundry detergent packaging. Seepje is a sustainable take on detergent packaging that is created by repurposing food waste. Netherlands-based agency FLEX/design was responsible for bringing this wonderful project to fruition.


“Seepje has a wonderful story and as designers, we were determined to tell that story with a great packaging concept. Jasper and Melvin, the two entrepreneurs, saw in Nepal how women used the empty shells of the Apindus fruit to do their laundry. If they can do it in Nepal, we can do it in The Netherlands. They shipped a big bag full of the shells to Holland and the Seepje brand began its journey.”



“Waste=Food! The words that came from Bill Mc Donough and Michael Braungart in their book ‘Cradle 2 Cradle’ were truly taken to heart by Seepje. They used waste in the form of the Apindus shells as the main ingredient for their detergents. FLEX/design took it to heart by finding a waste source as the main ingredient for our bottles. We found this source when we saw a supplier recycling post-consumer waste from HDPE milk bottles. We designed around the limitations of the material to make sure that the bottles could be made with the proper quality and close the circle. We also thought about the next Waste=Food cycle for the bottle. The labels, which often create contamination when materials are recycled, are simple paper sleeves that invite everyone to tear them off. We let users separate the paper from the plastic.”



“As a result of the success created by the packaging Seepje can now be found in 1100 stores in The Netherlands including Albert Heijn. Distribution to Belgian and German retailers is in the pipeline. The growth in retail outlets selling Seepje brings growth in sales but also brand recognition. We believe that the future is for social enterprises to share their value creation with the rest of society. Seepje does this by paying a fair price to the workers in Nepal and by closing the circle in their supply chain.”



Designed By/Structural Design: FLEX/design
2D Packaging Design: Helder Groen/Generous Minds
Client: Seepje
Location: The Netherlands

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Well & Truly is Here To Change Up The Healthy Snack Market With Colorful Packaging


London-based agency Midday has designed the colorful and modern branding and packaging for Well & Truly, a new brand of healthy snacks.



“On a mission to change the world of snacking, Well & Truly offer great tasting snacks which are healthier and have no hidden nasties. Our naming and brand creation represents this honest approach with a stylish brand identity and product inspired illustration. With ambitions to continually grow the range, our branding system allows the brand to evolve with ease and consistency. Teamed with a playful tone of voice, the brand is Well & Truly ready to make big waves in the category.”




Designed By: Midday

Creative Partners: Claudio Vecchio & Will Gladden

Location: London, UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Branding is Emotional: Why Designers Should Combine Both Art & Science


By: Haylee Powers

Think of your favorite brand, maybe a clothing brand, makeup or even food. Why do you like this brand? Why do you identify with this brand? What feelings does this brand evoke?

Brand strategists have studied neuroscience and psychology to create a deeper understanding of how our brains work as it relates to brands we love and choose over and over again. They have discovered design can be used as a tool to create something beautiful and taken a step further—when combined with strategy—it can make a real impact on customers. In branding, perception is everything. Take wine, for example:

“Pour a bottle of Gallo into an empty 50-year-old bottle of French Burgundy. Then carefully decant a glass in front of a friend and ask for an opinion. You taste what you expect to taste.” -Al Ries

Imagine the recipients of the wine swirling and sniffing, believing that they are sampling an aged gem. They could be completely hoodwinked into believing that’s exactly what they are tasting based on what they believe. This quote is powerful because it demonstrates that our human brains are fickle. What you see (or rather, what you perceive) is what you get. The way that you can control the perception of your brand or product through design and strategy is mesmerizing.





Creating an emotional brand can be executed through a powerful brand story and brand experience. Color, packaging, and typography come into play as well, as do product photography, copywriting, pricing and a compelling unique selling proposition. Brands that have been designed to be compelling are powerful. These brands often create a strong loyalty and resonate strongly with their consumers. Powerful brands create consumers that defend their favorite brands superiority—ever hear the Android versus iphone debate? Kevin Roberts, CEO of Saatchi & Saatchi said that powerful brands create “loyalty beyond reason.” Roberts found that people remain loyal to brands they like even when it is not rational.  

In Daryl Weber’s book Brand Seduction, he highlights an interesting study that displays the power we give certain brands and how this goes beyond the rational. He wrote, “In Pharmaceuticals, though private label brands (store brands) have a larger and often growing share of the market, it is amazing that the much more expensive branded products still sell as well as they do. In CVS you can buy 300 tablets of advil for $20.99, or .70¢ per tablet. The CVS- branded ibuprofen—which contains the exact same medicine at the same dosage, and is held to the same safety and effectiveness standards by the FDA—costs only .24¢ per tablet. When you put the Advil name on the bottle, the same product becomes three times more expensive.”

Advil has a strong brand strategy and design, whereas the store brand CVS has taken less time to develop a brand identity and strategy around their ibuprofen. When brands are branded intentionally to be powerful, they sink into our subconscious and we begin to perceive them to be better.




Your brand experience is shaped by the way in which you are looking at a product or service. We tend to make a lot of associations on a subconscious level. When we first see a product we take it in visually, we then begin processing the information through the thalamus and the amygdala. The amygdala, where memory and emotion combine, gives meaning to what we see and creates a gut feeling about the product. The hippocampus also plays a large role in associating an emotion with a product or service—it’s responsible for encoding details and facts into the long term memory.

The way in which you first see a brand or product is shaped by the environment you are in, the colors and even the music playing on the stereo. Everything you take in gets filtered through your brain and the past experiences you have had. Having a holistic brand experience that involves as many of the five senses as possible allows the message to seep deep into our subconscious. The outcome can either be a positive experience or a negative experience for your customer, depending on how you orchestrate the experience.

The way goods and services are priced is branding, the way the packaging feels in the customer’s hand is branding, the music on the stereo, the colors you use and drinks you serve are branding. Not to mention, the feeling of joy or awe that the customer feels when engaging with a product—this is also branding. Branding encompasses so much more than a beautifully designed product. It’s not so much “what you see is what you get” but rather, what you perceive is what you get. When I design for a brand, I take into account the way the client wants the brand to be perceived and the emotion they want to sell.

Branding is emotional, and not in a sappy way but rather in a scientific way. The subtle ways our emotions guide our decision making is amazing. Art and science have been at odds with each other for a long time, but I think it is about time we combine the two as we see their power to make branding more compelling and effective.




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Haylee Powers
Haylee Powers is a Denver based designer and brand strategist working with companies as large as CBS and as small as the solopreneur next door. She founded Bad Bitch Branding in 2016 to empower women through brand strategy and design. She spends her time coaching female entrepreneurs and startups on their brand strategy as well as designing brand identities.

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Dancing Goat Dairy’s Packaging Will Make You Want to Eat All the Cheese


By: Bill McCool

After a successful crowdfunding campaign on Kickstarter, Dancing Goats Dairy (DGD) reached out to Refinery 43 about redesigning the packaging for their exceptional artisanal goat cheese.

They wanted to honor the tradition of French cheesemaking, but they also needed to be fresh and exciting because DGD founder Erin Bligh was breaking into what was considered a male-dominated field.

“Erin actually studied cheese making in France where she first fell in love with the art of crafting an exceptional chevre,” Refinery 43 Creative Director Kelsy Stromski says. “It was important to mention ‘Old-world, French-style’ on the package but it was not the most important piece of the story. Instead, we highlighted a few classic design elements with a bold serif font for the name and a traditional etching style illustration of the dancing goats.” Those goats on the packaging were drawn by illustrator Sophy Tuttle, and in keeping with Erin’s own foray into farming, they used a picture of her first two goats, Bonnie and Kipper.




Refinery 43 also wanted to elevate DGD by effectively telling their story with a brand new visual identity and package design by focusing on three key brand characteristics—youthfulness, chic, and quality.

“For youthfulness, there’s a vibrancy that’s highlighted with pops of color and a wittiness in the copy—which is also playful and conversational,” Kelsy says. “For chic, the package needed to keep a clean, polished look, a no-fuss food that had a bit of a sophisticated edge. Lastly, quality, to create such an exceptional product no corners are cut. Because each batch is crafted by hand in conjunction with the with state of the art cheese making equipment, the packaging needed to match the pride put into every fine attentional to detail of the DGD cheese.”

Those fine details make for playful packaging, and the underside even features recipes and the DGD origin story without feeling messy or crowded.

“We wanted to make sure we injected as much of the DGD brand as possible to make the biggest impact on such a little product,” Kelsy says. “Why be boring, especially when you have such a young fresh company to work with—‘Refrigerate upon purchase’ is one example where the verbiage had to legally be displayed—but adding the line ‘Or, you know, eat it all, we won’t judge’ helps to set the mood.”




Refinery 43 also created a visual flavor profile for the upstart cheesemaker. ”Not only would color be the perfect identifier for each flavor but fun, abstract patterns helped to reinforce this so clients could easily identify the flavor. With navy, white and subtle pops of teal serving as the core brand colors we were able to.”

No word yet on when DGD’s highly coveted chevre will make its way out of Massachusetts, but fingers crossed, it will be available at a Whole Foods near you very, very soon.

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Photo credit: Kayana Szymczak

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Bill McCool
Bill McCool is a freelance writer based out of Los Angeles. Though new to the world of design, he has always been a storyteller by trade and he seeks to inspire and cultivate a sense of awe with the work and artists he profiles. When he’s not winning over his daughters with the art of the Dad joke, he is usually working on a pilot, watching the Phillies, or cooking an elaborate meal for his wife.

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Announcing Best Use of Paper Award 2018


We are proud to Partner with HP Digital Printing to recognize the best use of Digital Printing in Consumer Packaging.

This year, HP is partnering with The Dieline Awards to introduce a special award based on the innovative use of digital printing on packaging. Digital printing offers designers, brands, and consumers endless possibilities to make packaging a one-of-a-kind experience.


As the leader in digital printing, HP will recognize one submission to The Dieline Awards 2018 that uses this technology to create something truly unique, whether it be an in-store execution, a label, folding carton, shrink sleeve, flexible, shelf ready / retail ready or corrugate pack.

To be considered for this latest award, simply submit your project to The Dieline Awards 2018 outlining the reason you used digital printing, which technology was used, what volume was printed & what impact did it have.


How it works?

• When entering simply answer YES or NO if you’ve used digital printing in your submission
• If you know how many colors were used and if you used HP Mosaic Software please answer.

If you’ve used Digital Printing, your submission will automatically be entered in the BEST USE OF DIGITAL PRINTING AWARD presented by HP.  

All submissions will be evaluated by HP and awarded for their best use of digital printing.

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Learn More + Enter The Dieline Awards 2018

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Dandy Gin is a Sophisticated Spirit That Doesn’t Take Itself Too Seriously


Who said spirits had to always be taken seriously? With packaging designed by Polygraphe Studio, Dandy Gin is here, bringing a light-hearted approach to the spirit market.



“The Dandy is a sophisticated spirit that doesn’t take itself too seriously. We opted for a vaudeville vibe when crafting an identity for this tasty and expressive upscale gin made in Quebec. What to call such a rakishly charming spirit? ‘Dandy,’ what else?”



“Adopting an old-style ad aesthetic, Dandy tells its story in illustrations right on the label. Details about the distilling process, the source of the ingredients, and the best way to enjoy the product are organized in a visually appealing way to define the brand codes.”






Designed By: Polygraphe Studio
Creative Direction/Design: Sébastien Bisson
Illustrator: Jason Wasserman
Account services: Marie-Claude Fortin
Location: Montreal, Canada

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Take A Look At This Fun Conceptual Olive Oil Packaging


Tibor Hegedues designed this fun conceptual olive oil packaging for Luca & Linus, an Italian-based pasta brand.



“Luca & Linus, the small fine pasta factory from Naples in Italy, now also offers hand-picked olive oils.

There are 2 flavours – a slightly fruity and an intensely fruity one. The oils both come from Campania, a region located in the southwest of Italy on the coast. With its capital Naples, it unites the most important and – some would say – the best Italian cuisine has to offer: pasta from Naples, mozzarella di bufala and the special piennolo tomatoes. The olive oils are naturally organic and are produced exclusively by selected olive mills of the region for Luca & Linus.”



“The bottles are made of frosted glass. One of the stylized olives reveals the view of the olive oil. So you can easily see how much is left in the bottle.”




Designed By: Tibor Hegedues / TIBOR+

Location: Hamburg, Germany

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Where Modern Meets Vintage: The Packaging of Grandeza Liqueur


Fresh Bread Design created the beautiful packaging for Grandeza Orange Liqueur.

“Grandeza Spirits started as an idea to attach a 50ml bottle to the side of a margarita glass. It was a short leap from a unique bottle shape to making their own, agave sweetened liqueur. That is how Grandeza Orange Liqueur was born.”


“Our job was to create a design for the custom 50ml and 1l bottles that was elegant, sexy and a little bit sassy. The design is heavily inspired by Latin leather engravings and is filled with ornate, custom filigrees. The typography is bold and a mixture of modern and vintage to ensure a classic vibe. The main label is screen printed with the bulk of the design using a bright gold to set ourselves far apart from the competition, giving it a shine and glimmer that speaks volumes to the audacity of the brand. We brought the brand together with a paper label at the top, matching the gold foil to finish off the package.”






“The result is a lustrous bottle with a design that is time-honored enough to draw in discerning drinkers and modern enough to catch the trendy late night crowd.”



Designed By: Fresh Bread Design
Location: Seattle, USA

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News

Keep Your Beard In Check With This Elegant Beard Oil


Show your beard some love with Beards of London, a new luxury brand with some beautifully illustrated packaging to boot. Cre8tive Pixels is the agency behind this intricate and elegant design.




“We developed the brand identity & packaging for Beards of London, a male grooming line that marries luxury with masculinity. A premium organic oil, enriched with natural ingredients, created for the basic care of hair and beards. The elaborate hand-drawn illustration contrasts with the brand logo creating a mixture of modern and vintage. The gold print on the matt finished bottle is designed to capture that premium feel. Designed to feel sophisticated, luxurious and indulgent for the impeccably stylish modern man.”











Designed By: Cre8tive Pixels

Location: United Kingdom

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News