basd is Here To Capture The Hearts of Scrub Lovers Everywhere With Their Fresh Packaging


basd is a new skincare line that wants to bring organic and authentic products to consumers. With a fresh modern look comprised of sans serif type and geometric elements, this brand is definitely one to watch.


“basd: A Plant-Based, ‘No BS’ Venture

Beginning with an organic, coffee-based body scrub, our client’s vision was to launch a premium line of body products that has strong appeal as a high velocity consumer brand.

Tapping into his passion for creating brands with a strong culture and purpose, we collaborated with Phil to help launch basd, a premium line of organic and cruelty-free body care products.”



“Working with Phil’s desire for a minimalist, industrial feel, we refined the brand’s proposition, crafted its messaging and created a playfully-sophisticated brand identity and packaging program.

The brand expresses a ‘cut-the-crap’  ethos both in the products and attitude summarized by a cheeky tagline: ‘Good to Be Nakd’ empowers people to take comfort in their own skin.”





“We developed a bold identity and created a versatile visual vocabulary that expresses the brand’s confidence across all packaging and marketing collateral. We were inspired by the abstract beauty and clean aesthetics of modernist movements like Bauhaus and devised patterns and colour coding to evoke sensual efficacy.”



Agency: Dossier
Art Director: Don Chisholm
Designers: Arran Murphy, Pat Smith, Reg Dick, Pat Ho, Naomi Mendoza
Printer: MediaWorks
Location: Canada

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

UK’s Latte Levy Voted Down


By: Casha Doemland

Two months ago we reported that British lawmakers were considering the implementation of the latte levy due to the fact that those pesky Starbucks paper cups aren’t recyclable because of their lining of polyethylene that inevitably gets them thrown into a landfill.

Well, as of last Friday, the UK government has officially rejected the latte levy, a tax on all disposable coffee cups that would raise the price 25p (34 cents) a cup, and is now counting on coffee shops to offer discounts for customers with reusable cups.

Mary Creagh, Environment Audit Committee chair stated in an inquiry, “The government’s response shows that despite warm words they plan no real action. Evidence to our inquiry demonstrated that charges work better than discounts for reducing the use of non-recyclable materials – as was the case with the plastic bag charges.”


And she’s right! Let’s backtrack a little and look at the cold hard facts, shall we?

2.5 billion disposable coffee cups are thrown away each year in the UK alone. To add insult to injury, about 1 in 400 cups actually get recycled – that translates to a mere 6.25 million cups.

When Starbucks got wind of the news in 2016, it began offering customers a 50p (70 cents) discount in exchange for bringing their own reusable cup. British entrepreneur Martin Myerscough even created the Frugalpac Cup which featured a removable thin plastic liner designed to separate itself from paper during the recycling process in hopes of making a difference.

Unfortunately, the reusable cup incentive, originally launched in 1998 at 10p (14 cents) discount, only made a 1.8% dent in client participation and it still remains unclear if the Frugalpac trial run made much of an impact.

Hence the push for the latte levy, a proposal that followed the success of Britain’s tax on plastic bags, whose use declined by 80% since its implementation in 2015.

Alas, the levy has been rejected and it’s now up to UK coffee consumers to prevent the overuse of plastic. So, do yourself and the planet a solid, and bring along your reusable mug the next time you pop into a coffee shop!

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Casha Doemland

LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.


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

Fortnum & Mason’s Tea Range Comes With a Delightful Set of Patterned Packaging


Otherway London designed this bright and elegant packaging for Fortnum & Mason’s range of premium tea. Colorful patterns make it easy for consumers to differentiate between the various flavors, while allowing the product to maintain a fun yet high-end look.

“Gloriously democratic, after water, tea is the world’s most widely consumed drink. For over 300 years Fortnum & Mason have been choosing only the finest of leaves to serve to people and palaces across the world. A Fortnum’s pot of tea, in whatever variety you pour, is no mere cuppa. Rather the distillation of an obsession, and the purest expression of a English legacy.”


“Fortnum & Mason sought to appeal to a new generation of global tea drinkers, while still showcasing their expertise and heritage in tea.

Their ‘Tearistas’ developed Oddi-Teas – a range based on a high quality green and black tea base with innovative flavour profiles inspired by famous Fortnum & Mason treats, from biscuits to tipples, chocolates and sweets.”


“Otherway collaborated with the Fortnum’s team to create a new and exciting collection of packaging designs for Oddi-Teas. With a nod to the boldness and fun of the flavours, Fortnum’s rich design aesthetic was developed into a bright, clean and abstract layout – each condensing the design inspiration of the flavours right down until they got to their purist, most iconic visual form.”


“A highly technical print production was used, comprising of a series of multi-layered finishes, from embossing to foiling and colour specials to create a beautiful second look.

The range expanded Fortnum’s new tea audience with the Gin & Tonic Oddi-Tea in particular featuring widely on social trend sites globally after launch and the first delivery of the collection completely selling out in store and online.”



Designed By: Otherway London

Location: United Kingdom

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

Bahroma Ice Cream’s Packaging Captures the Colorful Spirit of Asia


Depot WPF designed this visually stunning packaging for Bahroma ice cream. The inspiration for the packaging came from the colorful and eclectic continent of Asia.

“Bahroma is the new brand of ice cream which was created as a kind of oriental sweets. Among the diversity of these desserts, the concept of ‘oriental ice cream’ was practically unknown. This idea formed the basis for a unique packaging solution.”




“Exotic and fashionable design of the packaging combines traditional oriental ornaments with new trends in modern graphic all over the world. The name ‘Bahroma’ which means ‘fringe’ in English is associated with the spirit of bright oriental Asia without reference to a specific place.

Bahroma is a beautiful embodiment of mysterious orient which shines with colors, and smells with spices.”





Agency: Depot WPF
Art Director and Designer: Nikita Ivanov
Creative Director: Alexey Fadeev
Copywriter: Anastasiya Tretyakova
Account Manager: Tarasova Ksenia
3D: Vitaly Gavrish
Client: Food One (Kazakhstan)
Location: Russian Federation

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

These Bottled Cocktails Come With Fun Graphic Illustrations


Tales Of… is a Norwegian bottled cocktail brand that comes with an intriguing look. OlssønBarbieri were responsible for the design and created labels complete with fun and funky flat graphic style illustrations that aim to capture the spirit of the cocktails inside.

“Alcoholic Ready to Drink brands (RTD) have a reputation for being sweet, childish and artificial.

The project was initiated by the department of innovation and tactical brands at Arcus Norway, who identified an opportunity to change the perception of the category by creating a series of crafted cocktails with natural ingredients for a more adult and quality focused consumer.”



“A growing trend show that consumers prefer alcoholic beverages with lower ABV in connection with an increased focus on health and a renewed interest for process, origin and ingredients. Male consumers in particular are the drivers for this growth focusing on convenience, freshness and taste-complexity.

We were asked to create a brand platform for this new range that would transmit craft and natural ingredients and connect with the target group of 25+. The naming “Tales of” was decided and tested by the client together with the first two cocktails: Sidecar and Oslo Mule (a Moscow Mule with Aquavit instead of vodka).”


“The secret to a good premixed cocktail is really not a secret at all: ingredients. Naming and story though have proven to be as important to the success of a cocktail. Most of the cocktails we are drinking today where born between the 1880 and 1930 and the concepts is to celebrates these stories (or legends, distortions, half-truths) to reinstate the ‘soul’ of every cocktail and lift the ingredients they are made of.”





“We took advantage of the fact that we didn’t have any heritage, spirit brand or a bartender name to relate to, and were free to define a new look for this product category. The illustrations and storytelling offer a more crafted and contemporary take on the RTD category suggesting a committed approach to real taste and quality ingredients. The overall playful look is paired with a factual and detailed back label true to the production as well as a recount of who, where and how the drinks came to be.

An overall independent attitude is instilled in the products, triggering curiosity to try the entire range. The brown bottle contributes to communicate craft and helps to preserve the natural juice and ingredients.”




Agency: OlssønBarbieri
Art Directors: Henrik Olssøn, Erika Barbieri
Designers: Henrik Olssøn, Erika Barbieri, Lachlan Bullock
Illustrators: Egle Zverblyte
Custom Typography: Stefan Ellmer
Photographer: Sigve Aspelund (Tinagent)
Printer: Eurostampa
Location: Norway

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

Four of a Kind is The Unique Card Game With Beautiful Typography


Goods & Services Branding designed this elegant and unique take on playing cards as an internal project and the results are stunning. Each deck of cards were designed with a specific card game in mind, but the real star of the show is the beautiful custom typography that adorns each of the cards.



“For this project, we wanted to reimagine what playing cards could look like if they were designed for specific games. We selected four different games-Solitaire, Poker, Hearts and Crazy Eights-and created custom decks for each. The aim was to highlight the roles that each card plays in its game, without removing the cards’ functionality for any other game.”




“The result was a set of four unique decks, complete with a custom typeface, ‘Flush,’ for the numbers and rules for each game.

The entire project was digitally printed on Canada’s first Konica Minolta KM-1 short-run UV inkjet press. Using digital printing allowed us to collate the decks inline, which contributed to the efficiency and accuracy of the process.”



“We used block-out paper to ensure the integrity of the faces (i.e., so there would be no show-through), with an AQ coating to give them the appropriate finish to be used as playing cards.

For the packaging, we sourced vintage, 40-year-old metal closures; their style and patina reinforced the overall heritage look and feel for the package.”



Designed By: Goods & Services Branding
Art Director: Carey George
Designers: Nic Bradford, Taylor Toth, Derek Moxon
Printer: Flash Reproductions
Content: Mike Barber, Sue McCluskey, Erinn Steringa
Production: Derek Moxon
Project Management: Sam Croll
Location: Canada

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

Good Chemistry is Here To Revamp The Fragrance Aisle At Target


We love these beautifully designed perfumes and our favorite part about them is that they’re available at the fragrance aisle at Target. Illume teamed up with the mega-store in order to create an entire brand position and packaging for Good Chemistry, a range of fragrances that has something for everyone.



“Illume was asked to rethink the fragrance aisle at Target and update it from an outdated approach based mainly on celebrity perfumes into something relevant and inspiring. Good Chemistry is a much needed evolution from one-size-fits-all fragrances to intentional and meaningful collections composed of four moods or personalities: Confident + Charming, Good + Grounded, Vibrant + Playful, Cool + Collected. Each collection is designed to appeal to one of the four personalities. The fixture signage as well as callouts on the packaging help the customer choose the right fragrance for their personality or current mood.”








Designed By: Illume
Creative Director: April Mueller
Design Director: Dawn Wenck
Designers: Taisha Sveda, Abby Wacek
Client: Target
Location: Minnesota

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

8 Noodle Branding and Packaging Designs For National Eat Your Noodles Day

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March 11th was “National Eat Your Noodles Day” and in order to celebrate this belated unofficial holiday we’ve rounded up 8 awesome examples of noodle packaging and branding design.

1. Wo Hing General Store



2. Check Out This Fun New Take on The Classic Cup Noodles



3. Mary Wong Designed By Fork



4. Noodle Theater



5. On The Wok




6. Maruchan Ramen Noodles



7. Mr. Lee’s Noodles



8. Bold Asian-Inspired Foods in Cardinal Packaging


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

Candid Co Wants To Help You Get The Straight Smile of Your Dreams With Serious Style


Uneka Concept & Bobby Ghoshal designed this simple yet shiny packaging for Candid, a brand that wants to help you make your straight teeth dreams come true. We love the rainbow foil details that elevate the look of the brand.

“Candid takes the art and science of aligning teeth to an entirely new level. Their do-it-yourself kit offers an at-home solution for straighter, brighter teeth through the use of clear aligners and whitening foam.”



“Uneka’s job was to create packaging that helped build Candid’s brand identity while elevating the moment of truth. Because the product is clinical in nature, we needed to ensure that the finished piece was authoritative, but not intimidating. It also needed to reflect Candid’s casual, easy-going voice to further that feeling of friendliness and approachability. Our solution was to design packaging that was able to convey a message of simplicity, while at the same time, instilling a sense of order.”


“For each of the three boxes created, we used premium uncoated papers in crisp white centered by the Candid logo in luminous, iridescent foil. The iridescent detailing became an anchor point for the branding DNA, with the pearlized effect subtly reinforcing emotionally, the impact the product can have on your smile.

The Candid products are typically a direct to consumer kit and the most important aspect of the product packaging was to ensure that the user had a superior, ease of use, step by step process to follow that would not diminish, but enhance the overall Candid experience from start to finish. Teeth alignment can take up to 24 months so that first impression, literally when the customer makes her own ‘first impression’, is as valuable as the time the last aligner is pulled out of the box up to 24 months later.”



“The Candid team spent countless hours developing the best system approach to allow for the most intuitive, simple and elegant usage of their products. Uneka’s task was to ensure that every detail was executed harmoniously on each separately delivered part of the system. The Impression Kit led the customer through the unnerving task of taking your own impressions of your teeth. A taste typically handled at a dental office. Simplistic messaging carried the user from start to finish with carefully placed components, and a visual reinforcement of the details being carried out.

The next step for Uneka was to design the packaging used to deliver the finished product back to the customer, termed the Aligner Kit. An extension of the original box, the look needed to be cohesive while at the same time letting the recipient instantly know that there was something extra-special inside. The execution of the multi-level embossed logo on the outer lid elevated the experience, and the anticipation of the contents.”




“Upon opening the box, customers will be greeted with a custom designed (by Uneka) injection molded aligner case, a bottle of premium whitening foam and partitions on the left that neatly organize numbered sets of aligners. Every slot is labeled based on ‘steps’ that the customer needs to complete before graduating to the next stage in the treatment process.

Our end products reinforce Candid’s goal is to provide a premium, hassle-free experience for their customers. Through the use of choice paper, pearlescent and iridescent foils and smartly designed interiors that are well organized, we were able to establish a brand identity that is trustworthy, upbeat and user-friendly. Now that’s something to smile about!”



Designed By: Uneka Concept & Bobby Ghoshal

Photographer: Mark Olesko

Location: USA

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

LEBON Is More Than Toothpaste, It’s An Experience

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By: Casha Doemland

Hailing from Grasse, France, the fragrance capital of the world, LEBON, a glamorous oral care brand, takes brushing your teeth to a whole new level.

Founded back in 2015 by husband-wife duo, Stephanie and Richard Le Bon set out to create a toothpaste that was not only healthy but delivered on taste and design. Between the sleek gold packaging and natural flavors inspired by sea, nature and culture around the world, LEBON hits the nail on the head by creating a unique experience that transcends the average all-natural toothpaste.

How is that possible you ask?

Simple, by having a toothpaste that is as tasty and fresh to brush with as it is striking to ogle at.

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Sparked by the couple’s travels, the newest collection, features “Sweet Extravagance (Rose-Orange Blossom-Mint), inspired by the Beverly Hills Hotel, a beautiful, decadent pink hotel and Une Piscine à Antibes (Liquorice-Mint) inspired by the Pool of the Grand Hotel Du Cap Eden-Roc in Antibes – a place we used to go when we were living on the French Riviera,” shares Stephanie and Richard.

How do these iconic establishments transform into an elegant toothpaste?

For starters, you craft a design that reflects the purity and quality of the product with the luxury of the destination. To help bring that vision to life, Stephanie and Richard brought on Christophe Rémy, an artist with a background in luxury interior design, fashion and jewelry, to design the branding.

“He understood what the product stood for, and the aesthetic we were after, so he was able to create the packaging we have today,” states the couple.

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Together, the trio produced the creme de la creme of toothpaste packaging design. From the PEFC certified cardboard adorned with gold accents, a color to match the flavor and clean font to the identical recyclable tube, LEBON’s design is très magnifique (and sustainable).

As for flavor, each toothpaste has a base of certified organic aloe vera and green tea as a natural way to prevent tooth decay and to protect the gums. That’s right, no need for SLS, paraben, sulfates and fluoride. From there, the toothpaste is mixed with perfumed natural ingredients carefully curated by Stephanie and Richard to bring you a one-of-a-kind freshness.

Fellow all natural toothpaste like Dr. Bronner’s, Toms and David have yet to hit that level of flavor and that right there, is what makes LEBON so great – the innovation and dedication to go where so few all natural and organic toothpaste brands have gone before.

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Let’s be real, that’s all anyone wants out of toothpaste, to have a mouth feeling fresh without any harsh chemicals and LEBON does that seamlessly while maintaining unique, delicious flavors, sweet style and a whole lot of class.

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Casha Doemland

LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.


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

Check Out The Sleek Look of Verizon’s Smartwatch


Aruliden designed this sleek packaging for the launch of Verizon’s Wear24 smartwatch.

“To create a packaging experience that matched the excitement surrounding the launch of Verizon’s Wear24 smartwatch, we set out to strike the perfect balance between sophisticated and approachable, with a touch of the unexpected. The Verizon brand values of simplicity and approachability helped us create a considered and effortless pill shape that allowed for unexpected moments filled with mindful details that reflect the same principles of the smartwatch itself.”




Agency: Aruliden
Designed By: Andy Toth, Horst Frankenberger, Jason Punches, Nick Burrows, and Eric Call
Location: USA

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

Is it Time to Invest in Grad School?


By: Bill McCool

To Grad School or not to Grad School? That is the question.

Whether you’re fresh out of college, or you’ve been floundering in your design career by working a long, neverending string of freelance jobs— or worse, shudder, internships— you’ve probably considered whether it’s time to go off and get that graduate degree.

We spoke with Ilise Benun, Programming Partner for HOW Design Live and Founder of, and Sean Adams, Executive Director of the Graduate Program at Art Center College of Design and Partner at AdamsMorioka about making that all too difficult decision and whether or not it’s the right choice for you.

What are some of the valid reasons for a designer to attend grad school? What about some of the wrong reasons to do so?

Sean Adams: The primary reason to attend grad school is to further one’s education for professional advancement. A designer may hit the ceiling at one point, either creatively or professionally. Others want to go back to school to catch up on new concepts and technology. Another reason is to explore a specific idea or area of study.

Ilise Benun:  In this fast-changing landscape for designers who may not be progressing in their career the way they’d like to, it makes sense to go to grad school for a resetting of skills for career development. This is not about learning new software, but rather about new ways of thinking based on the changes afoot. For designers just finishing their undergrad and who may not feel prepared to get the caliber of job they want, another 2 years of higher level education should provide that, especially if you’re going for high-level jobs, like “global brand team at Coca-Cola.

And of course, if you want to teach one day, you will need the credentials.

What about some of the wrong reasons to go to grad school?

Ilise Benun: It’s not the right place for learning software and other things you can learn from Or to hide from getting out into the world and learning the things you can only learn from actual experience.

Sean Adams: The wrong reason would be the same as the wrong reasons to join a convent, to escape the real world. Grad school is about expanding a point of view and experience, not contracting.


What should a prospective student look for in a grad school program?

Sean Adams: The overall philosophy and curriculum should be aligned with your goals. Are you interested in theory, craft, experimental vs. pragmatic, technology vs. analog media? Next, look at the faculty. These are the people who have the most influence on the educational experience. Do you feel aligned with their approach? Do they have a broader reach in the profession? And finally, will the degree open new doors via contacts and reputation?

Ilise Benun: Jason Fox, Chair of the Graphic Design Dept. at SCAD, distinguishes between “going back to school” and “going forward to school” which is what grad school is especially. There’s so much crossover of disciplines that it’s important to look for a school that will allow you to build on your strengths (not your weaknesses) to build a truly dynamic toolkit that will show more or better value on your resume. Also, it’s crucial to find out what job opportunities the institution can facilitate for you. Take this very seriously. It’s an expensive decision. The stakes are high. So be sure they can help you get the work they are preparing you for. Talk to people who’ve been placed in jobs as a result of the school.

What are some of the unexpected benefits of attending grad school for design?

Ilise Benun: Depends on the institution but I live in Savannah so I am familiar with SCAD and I know one of the benefits here is that students get a very culturally diverse experience – so many international students. Asian, Indian, European. Beyond the social benefits, that diversity will inform your design decisions as well.

Sean Adams: I’ve been surprised by the tight community created. Maybe it’s from being in the same space working intensely every day, or just the shared experience. It’s clear these are bonds and connections that will last for life.


What are some of the biggest struggles for grad school designers?

Ilise Benun: If you’re coming from industry, it’s hard to let go of the desire to do things the way you’ve always done them. If you’re coming from undergrad, you’ll notice that the caliber of education is higher. What was once good is no longer good enough. The teachers at that level are dedicated and it is no longer just about “making” things but rather about the influence and the power you can have as a designer.

Sean Adams: Writing, writing, and writing. It’s been hard to convince some students the importance of writing. Whether its an RFP, creative brief, case study description, or writing books and articles, it’s a baseline skill necessary to succeed.

When deciding between more school versus experience in the workforce, are there any particular considerations to make or questions to ask yourself?

Sean Adams: I would suggest asking yourself a few questions. Am I feeling stuck? Do I want a change in direction and am I ready for new challenges? Can I achieve these goals on the job, or on my projects? Would a graduate degree open options for me professionally?

On the other end of the spectrum, are you willing to be open to new ideas and ways of working? Do you know everything about everything already? Do you have the time and energy to focus on the graduate work?  Are you passionate about design?

Deciding whether or not you should attend grad school is a huge decision and a massive commitment, one that can suck up lots of time and even more money. Whichever path you choose, do it for the right reasons and don’t hesitate to rely on the network you’ve already built for advice.

You’re gonna’ need it.


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