Grand Cru is a Chocolate Brand With Packaging That Taps Into Nostalgic Feelings

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There’s something to be said about biting into a sweet treat that brings up memories of being a carefree kid. This was exactly the idea behind the stunningly nostalgic design Parámetro Studio came up with for Grand Cru Chocolate.

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“The client was looking for an identity that would enhance the quality of the product. This is why we proposed packaging with vibrant colors and metallic finishes inspired by nostalgia and the illusion of trying a good chocolate.”

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Designed By: Parámetro Studio

Location: Mexico

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Mimigram Comes With Fun Packaging Inspired By an 80s Design Trend

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Veronika Levitskaya designed the bright and funky patterned packaging for minigram, a Russian mobile printing app.

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“Logo and package design for a mobile printing app from Russia, where everyone can turn their best moments into awesome products, such as photos, photo albums, photo collages etc. and get them in modern packages. Millennial women are a prime target audience, that’s why we chose the fun and modern Memphis style. The main goal was to create something with a low-cost production and a beautiful package design. To get that outcome we used basic crafting post boxes and designed them in the main style.”

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Designer/Creative Director: Veronika Levitskaya
Client: mimigram
Location: Brooklyn, NY

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Bringing a Beloved Brand into the Big Leagues

In 2011, Coca-Cola acquired Honest Tea—a small, but rapidly growing brand. Like many ambitious companies who’ve attracted high-powered benefactors, Honest Tea began to ask itself: “So, how do we become a billion-dollar brand?” It was around this time that Ami Mathur, currently general manager and head of marketing, joined Honest Tea. To scale the brand, she knew that it would need to win over mass-market audiences. Honest Tea had fared very well at Whole Foods Market and was growing in mainstream grocery stores, but the team knew it had the potential to grow faster.

“From our initial research, we knew that our value proposition wasn’t resonating with mass audiences. Honest Tea wasn’t viewed as delicious, which is a problem in a category where taste is absolutely the most important factor. The fact that it’s organic, while important, wasn’t the driving force for mainstream consumers. Additionally, from a shelf standpoint, the packaging didn’t really pop or persuade consumers to choose Honest Tea over competitors,” explained Mathur.

Despite Coca-Cola’s investment, Honest Tea was still relatively small with a proportionately-sized marketing budget. “When you have very few media dollars to spend, packaging can be the main way to drive awareness and stopping power. Most of us know how much a great package can actually impact your sales, but no one usually puts a number to it,” said Mathur.

The team agreed to move forward with a package redesign, and assembled a clear brief that focused on four goals: appeal to a mass consumer audience, improve visibility on shelf, better differentiate from competitors, and create a stronger linkage to the brand’s core values and benefits. “I think the briefing is probably the most important stage of the design process. If we’re not clear on the communication objectives and success criteria, there’s no way to judge if we’ve reached our goals—it just becomes too subjective,” said Mathur.

Beardwood&Co, a strong believer in the power of a clear, informed creative brief, uses a visual tool to encourage clarity and alignment. “Once the client provides us with a written brief, we bring together a large set of images and do a sorting exercise with the team. For this project, we said, ‘Alright, we’re saying it needs to convey tasty, but why is Honest Tea tasty? We’re saying approachable. What kinds of approachability are we talking about for Honest Tea?’ This process helps the designers better understand what’s on-brand and what’s not,” explained Beardwood.

Beardwood&Co came up with eight initial design directions, ranging from close-in options to more dramatic departures from the current packaging. “We ended up taking four designs into consumer testing, including qualitative research and virtual shelf testing. The ones that we ended up testing represented a fairly broad range.”

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Honest Tea Before and After

“I remember which design was my favorite because it didn’t win! I thought, ‘Yes, lesson learned. This is why we do research.’ We learned through the testing—and we should have known this going in—that, if our number one communication objective is to convey ‘tasty’ and ‘delicious,’ we need to select the design that delivers the best on those attributes,” added Mathur.

“In the end, we conducted quantitative consumer research on a few designs. We wanted to ensure that the design we landed on wasn’t just a win based on qualitative feedback or internal consensus. We wanted the numbers to prove we’d chosen correctly—because, in reality, that’s what’s actually going to drive your sales,” said Mathur.  

The chosen design included a few significant changes: a taller, narrower bottle to bolster premium perceptions and drive shelf stand-out; a friendlier logo font with a leaf icon and additional leaf imagery in the “T” to reinforce real tea ingredients; an elongated “T” to make the packaging more iconic and recognizable at shelf; delicious ingredient imagery inside the “T” to drive taste appeal; and colored bands at the top and bottom of the label to reinforce flavor appeal. The textual communication was also simplified so that “Organic” and “Just a Tad Sweet” stood out.

In March 2015, the new design launched. “The results were phenomenal. They blew our expectations out of the water. I think the impressive thing is that we grew distribution as well as velocity. We were doing better, and I attribute much of that to the packaging because there wasn’t a significantly increased media investment,” explained Mathur.

The Nielsen Design Impact Award analysis confirmed a spike in consumer preference for the new design, with nearly two out of three consumers preferring the updated package to the old one. The year following the redesign, Honest Tea’s dollar sales grew by 64%. The brand’s incremental sales exceeded those achieved in 2008 when Coca-Cola first invested in Honest Tea.


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Learn More + Register Today

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The Dieline Awards Ends Thursday

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The Dieline Awards 2018 Ends Thursday. 
Have a question? awards@dielinemedia.com

About The Dieline Awards

The Dieline Awards formally recognizes the absolute best in consumer product packaging design worldwide, and brings awareness to the immense value that lies in well-designed brand packaging. 

As the largest worldwide package design competition now in its 9th year, The Dieline Awards exists as a way to celebrate innovation and honor excellence in packaging design around the globe. An esteemed jury of structural packaging, design, branding, and consumer product experts examine each submission with regards to five key elements: Creativity, Marketability, Innovation, Execution, and On-Pack Branding. Brand owners, consumers, marketers, agencies, in-house creatives, students, and enthusiasts around the world turn to The Dieline Awards as the benchmark for impeccably-designed packaging of consumer products.

Learn More + Register Today


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Job of the Week: Kendo Brands

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Kendo Holdings, Inc. is a San Francisco-based beauty brand developer and wholesaler owned by LVMH Moët Hennessy – Louis Vuitton, the world’s largest luxury group. A play on the words “can do”, Kendo has become the hub of creativity and next generation beauty product development for global Sephora channels and selective retailers outside of Sephora.

Learn More + Apply

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Check Out The Gorgeous Packaging For This High-End Cannabis Edible Brand

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With marijuana legalization sweeping the United States, there’s now an influx of beautiful cannabis packaging hitting the scene, and this gorgeous packaging for Dovana edibles is a perfect example. San Francisco based agency Noise13 was responsible for the intricate and elegant design to help put this high-end cannabis brand on the map.

“Recognizing white space in the evolving edibles market, the founders of Dovana came to us with a vision of a sophisticated cannabis-infused caramel. The mom and pop duo already had an artisanal-level recipe and wanted to collaborate with us to create a brand strategy, name, and packaging system to match.”

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“Our work with Dovana began with a quick D&A session, where we zeroed in on a specific target audience for the brand: female to androgynous, 30-70 years in age, new and existing cannabis users. To appeal to this demographic, we determined that both the name and brand personality needed to exude luxury but still be approachable — could we inspire people to replace their after-work glass of wine with a Dovana caramel instead?

The naming process was relatively efficient as the client came to us with a few ideation themes in mind. We landed on the name ‘Dovana,’ which means ‘gift’ in Lithuanian. It’s a hint at the family’s heritage, as well as a way to subtly acknowledge the restorative and relaxing effects of cannabis. The logo reflects this meaning — it has a sense of indulgence, with custom lettering that swooshes and swirls, reminding us of the soft and lavish caramels themselves.”

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“When it came to packaging, the real challenge was to effectively (and beautifully) communicate the complex levels of cannabis-related information. Although Dovana is only launching with their vanilla caramels, they eventually want to explore confections infused with different types of cannabis, cannabinoids, flavors … and potentially, even different products. With this expansion in mind, as well as the ever-changing cannabis compliancy laws, we designed a system to make future growth as simple and cost effective as possible. Variable information lives on a label that is applied to a universal box, making inevitable content updates quick and affordable without sacrificing style.

With a delicious product made with love — and now, a brand to match — Dovana is set to distinguish itself as a luxury edible cannabis brand in what is soon to be a saturated market. As the company grows, it will easily be able to work within the existing brand to expand its line of products without breaking the bank.”

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Designed By: Noise13

Location: San Francisco, CA

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The Dieline’s Best of the Week

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Check out all the best packaging design content from our site from last week! Scroll through and get inspired.


Amazon One Step Closer To Wiping Cashiers From The Earth With Amazon Go

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Coke To Recycle A Bottle Or Can For Every One They Sell By 2030

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This Unique and Festive Wine Label Also Serves as a Decorative Stamp

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The Design For This Juice Was Inspired By Paper Cutouts and Collages

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40 Packaging Designs That Feature The Color Blue

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Nintendo Wants You To Build Things Out of Cardboard and It’s Pretty, Pretty, Pretty Cool

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This Oil Brand Features a Beautifully Crafted Infinity Sign

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This Swedish Favorite Gets a Striking New Look

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24 Awesome Beer Cans For National Beer Can Appreciation Day

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Let Doggo Eat in Style with this Elegantly Designed Dog Food Tins

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Lenticular Printing Brings Packaging to Life

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By: Greg Schuman

Have you ever walked by a display in a store and noticed that the image changes as you walk by it? Or maybe you have picked up a DVD and found that the cover has a serious 3D effect. Chances are that you have seen this special effect printing on occasion for years but didn’t know what it was called. While most people come up with the word “hologram” for any 3D image, these were all likely examples of a special print process called “lenticular printing.”

While the technology has existed since the 1950’s, it has only been in recent years that marketers have started using it as a communication tool. The newest application is applying this effect directly to packaging to help explain what’s inside.

What Lenticular Printing Can Do For You

Great packaging requires a design that both grabs attention and communicates a message and animation can be a powerful method to achieve both of those goals. Imagine walking by a shelf with a row of packages and seeing the face of each package change as you pass by. That change not only pulls your attention towards it, it can tell you a story. Maybe it’s the story of a faucet that turns on and off in a unique way or a speaker that comes in three colors. Animation via lenticular print creates a unique opportunity for the packaging to explain your brand message or even demonstrate the functionality of your product.  Consumers won’t always take the time to read your copy but an animation is understood instantly.

An additional and often overlooked benefit is added perceived value to the consumer. A lenticular image has a value by itself. They have often been collectible and are always seen as something worth keeping. Taking that value and adding it to packaging creates a signal that what is inside must be special and valuable.

What Is Lenticular And What Is A Hologram?

While lenticulars are often confused with holograms, they are in fact very different technologies.  Unlike lenticulars, holograms require special lighting, are monochromatic and show only one image. These days they are produced almost exclusively as an anti-counterfeiting method like the silver sticker that is found on most credit cards.

At World3D we produce nothing but lenticular printing. You can see a gallery of lenticular images and learn about art requirements.

There are two core effects that are possible with lenticular printing: Animation and 3D.

3D doesn’t change or move but instead appears to have great depth—these are the images that are most often confused with holograms.  

The animation effect can show two frames (often called a “flip” image) or more. Using more than two images can create other effects including morphs, zooms, reveals and full motion. These effects are not always possible on packaging, as we’ll discuss in a moment.

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How Lenticular is Made

First, let’s take a look at how lenticular images are created. Lenticular lenses are pieces of plastic that are formed with “lenaicules” which are tiny lines formed in to the plastic. Lenticular prints are created by printing a specially prepared digital file onto that lens material. So we are printing directly on to a lenticule, hence the term “lenticular printing.”

We take multiple images and interlace them into one file, and then print that file directly to the back of the lens material. When viewed from the other side, the lens blocks out all but one image at a time so as your angle of view changes, the image changes. This can create a small animation or can simply “flip” from one image to an alternate image.

Limitations Of Using Lenticular Printing On Packaging

While the effect possibilities are nearly endless, there are some limitations. Lenticular usually needs to be on a relatively flat surface since the lens is somewhat rigid and bending it can affect the optics of the lens. That said, the bend can sometimes be adjusted for and we have successfully produced cylindrical items, such as lenticular drinking cups.  

Also, the amount of animation possible in packaging applications is typically limited to 2-3 frames. A hand-held lenticular image can be tilted UP and DOWN to create the effect, allowing for more frames of animation to be used effectively. In contrast, packaging applications will usually require the animation to happen as the viewer walks by the shelf (LEFT to RIGHT). A left-right animating lenticular images can’t have as many frames, limiting the frame count to 2-3 will allow each image to be seen clearly. These limitations aside, most animations can be made to work effectively within the constraints.


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Is Lenticular Right For My Packaging Project?

Creating packaging that stands apart from the rest requires a unique approach. While products that need visual explanation may benefit the most from lenticular packaging, most any product can benefit from increased attention on the shelf. While it will certainly add to cost, larger quantities can lead to surprisingly affordable pricing and a big return on investment. If you want to make sure you have the latest methods to stand out and communicate, consider adding lenticular printing to your packaging toolbox.


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Greg Schuman, Partner, World3D

Greg Schuman is a founding partner with World3D Lenticular Printing in Los Angeles, CA.  

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ROCKTAILS is the New Fizzy Beverage With Nature-Inspired Packaging

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UK-based agency B&B Studio designed the packaging for ROCKTAILS, a citrus-infused sparkling beverage that is inspired by botanicals.

“Craft drinks specialist ROCKTAILS has unveiled the first lightly sparkling botanical blend in their range, ‘The Citrus Spritz’ with design from B&B studio.

Made using the finest distilled botanicals, ROCKTAILS represent a fresh, sophisticated approach to alcohol-free drinks.

B&B studio has introduced a refined yet characterful brand identity to reflect the quality of the drink, craft of the steam-distillation process and character of the flavour.”

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“Delivering a botanical blend for the epicurious, ROCKTAILS celebrates the art of mixology by creating each distillate in-house, with the first in a series of botanical blends taking a citrus-based flavour profile with notes of lemon, juniper and grapefruit peel. 

This dedication to craftsmanship has been an inspiration for the design, with B&B working with a printmaker to design a bespoke back label for the bottle, viewed through the clear glass and showcasing the botanicals through the purity of the drink within. 

A diamond-shaped label on the front of the bottle and tasting notes nod to the sophistication of the spirits industry, adding weight to the blend’s complex, layered botanical flavour.”
 

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“B&B’s concept for the ROCKTAILS brand was born out of the creative idea of ‘exquisite combinations’, inspired by the brand’s fusion of art, nature and science. 

As a result, a mermaid – the most exquisite of combinations – has been introduced as the brand’s icon. Holding botanicals aloft as a crest on each bottle, she is represented as a modern icon, kept simple and polished, and finished in metallic copper as a subtle link to the pots used in the ROCKTAILS distillation process.”
 

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“Shaun Bowen, Creative Partner at B&B studio, says: ‘Recent growth in the zero-proof market has seen the rise of a discerning consumer seeking more mature botanical flavours rather than copycat alternatives. People like to understand what they are drinking and the story behind it.

We worked with ROCKTAILS to ensure that every step of the craft journey is communicated in their new identity, from illustrations of the ingredients to the signature of the master distiller and copper tones that nod to the stills used during the distillation process.’

Chris Yandell, Founder of ROCKTAILS, adds: ‘This brand identity reflects our considered yet characterful personality and allows people to fit in with those alcohol moments when choosing to drink less. B&B has captured this perfectly in the new identity, using the language of alcohol to create a refined brand that communicates the complex and crafted taste experience of our botanical blends.’”

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Designed By:  B&B Studio
Location: United Kingdom

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Peerless Coffee is a Bay Area Favorite With a Sophisticated New Look

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Pavement designed this attention-grabbing packaging for Peerless Coffee, a Bay Area staple. The design features colorful labels that pop against the striped bag, along with beautifully delicate gold foiled typography, allowing for a touch of class.

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“Peerless Coffee is one of the oldest coffee purveyors in California and a true Bay Area institution. Founded by John Vukasin in 1924, the business is now in its third generation of continual family operation. When Peerless decided to launch their new Micro Reserve coffee line, a collection of rare and exotic coffees, they wanted to establish the next step in their journey by introducing a brand look that signaled they were continuing to innovate within the increasingly competitive ‘third wave’ coffee roasting movement. The new Micro Reserve brand modernizes elements from Peerless’ iconic core packaging by featuring silk-screened black stripes contrasted with gold foil lettering. A system of brightly-colored labels with individualized roasting details speak to the craft put forward when making these exceptional coffees. The resulting package design establishes a sophisticated, modern and boldly confident sub-brand for Peerless that will continue the evolution of their brand for generations to come.”

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Designed By: Pavement

Location: San Francisco

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Tom Parker Creamery’s Look Will Transport You Back To The Days of The Milkman

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ButterflyCannon have created the brand positioning, identity & packaging design for Tom Parker Creamery and the results are absolutely stunning.

“Tom Parker Creamery is a new range of high quality dairy products inspired by the founder’s dairy farming Great Grandfather, who was something of a national farming legend. All the products are created using permeate free whole milk from the free-range, pasture fed cows that graze at the family farm in the Meon Valley, Hampshire.”

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“In order to build a brand worthy of the care and attention that had been invested into creating such quality dairy produce over several generations, we worked with founder Jack Martin and brand consultants Bricolage to identify a compelling positioning and tone of voice that instantly communicated the unique properties and heritage of the range. Inspired by the no-nonsense but genial character of the original Tom Parker, we rooted the brand in the notion of ‘Uncompromisingly Good Dairy’, which then informed every aspect of the brands communication, from the logo, graphic design and packaging, through to the website and corporate stationary.

The positioning is brought to life on pack by way of a no-nonsense sans serif typeface, customized to bring character to the word marque and edged with gold foil to convey the premium nature of the products. The word marque is crowned by the brand icon, a graphical representation of the much-loved horse drawn milk floats that the founder’s great grandfather originally delivered milk in and is still used today. A glass bottle was chosen for both its authenticity and sustainability and as a last detail, the gold cap is a nostalgic nod to ‘gold top’ milk the local milky used to deliver.”
 

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“This attention to the brand story is carried over to the back of pack, where standard informational copy such as recycling information and graphical mandatories such as the bar code are given esoteric, discoverable detailing that elude to Tom Parker’s legendary wit and genial nature.

For the brands website and corporate stationary, a clean, self-assured aesthetic was created using subtle, shades of off-white to evoke the richness of cream, offset with dairy fresh, heritage colours used to create simple but evocative landscape illustrations inspired by the brands history and provenance.

With extremely positive feedback from press and consumers alike, the future looks bright for Tom Parker Creamery and plans for the future include extending the range to include cream, milk, ice cream and other dairy products.”

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“Jack Martin, Founder of Tom Parker Creamery and great grandson of Tom Parker comments: ‘When I decided to breathe life back into my Great Grandfather’s dairy business I knew I had to create a brand that my Great Grandfather would have been proud of. It matters to me that the values of ‘uncompromisingly good dairy’, that lay at the heart of my Great Grandfather’s business and of Tom Parker Creamery today, are the foundation not only of our brand world and identity, but everything that we do. I have been impressed by how ButterflyCannon has built upon these essential values and created a great looking brand identity, pack and website. I know it would have gained the seal of approval from my Great Grandfather.’

Arron Egan, Associate Creative Director at ButterflyCannon adds, ‘By understanding the care and attention that goes into creating such great quality dairy products and getting to the heart of what Tom Parker Creamery stands for, we were able to deliver a solution that ensures that the wealth of heritage and back story behind the brand was brought to life in a way that is relevant and approachable across all touchpoints to today’s consumers.’”

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Designed By: ButterflyCannon
Location: London, UK

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