UltraBOOST LTDs Take A Dip In Milk


Adidas takes its nickname of Cookies & Cream and runs with it, launching a whole campaign for the limited edition UltraBOOST LTDs. Featuring a sleek, matte black milk carton with the logo and swish of milk on one side, and the story in grey on the other, the commitment is real. 

“The Adidas limited edition white/grey/carbon UltraBOOST LTD has been dubbed the ‘Cookies & Cream’ by sneakerheads and social media influencers alike. For the 2018 release, the brief was to concept and deliver a unique and collectible footwear kit that truly celebrates the ‘Cookies & Cream’ story.” 


“The kit includes one pair of Adidas UltraBOOST LTD, one pair of Primeknit socks, a dunking glass with custom illustration, stickers, an info card and, last but not least… custom Adidas UltraBOOST Oreo inspired hand-made cookies!

These kits were limited to 50 units and shared exclusively with a select group of athletes and influencers. For the women, these kits included a pair of the infamous Adidas UltraBOOST X. These kits were debuted on March 6th in conjunction with National Oreo Day.”




Agency: Hovers Over Water™  x  Roundhouse™
Account Management / Client Relations: Roundhouse™ 
Illustration / Design: Ben Smith, Dave Smith, Chris DeGaetano
Custom Hand-made Cookies: Annie Pies
Production: Premier Press
Brand: Adidas
Location: Portland, Oregon

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2IBZBil

LEGO’s René Mikkelsen Dishes On Sustainability Goals


By: Casha Doemland

What would you do if the company you worked for dedicated one day a year to play? A day, where all you had to was show up to work and build with the iconic blocks you’ve been playing with since you were a kid.  

For employees of LEGO, it’s a reality. “LEGO is a very open company that supplies a great atmosphere and is driven by play,” says Réne Mikkelsen, Senior Materials Platform Manager. “One day a year, the entire company worldwide takes off to simply play. Even the founders pop into the office.”

Between his love for LEGOs and the sustainability initiatives the company launched back in 2015, it was a no-brainer for Mikkelsen to seek a change of pace and leave his post as Senior Scientist of DuPont behind. Although the experience he gained with DuPont was invaluable,  his focus on biopolymer processing and modification ultimately set him up for a bright future with LEGO.


Of course, it didn’t hurt that Réne had the LEGO crazy scientist character printed on his business cards so that he could proudly proclaim his love for the sciences.

“Sustainability runs in the family, and it’s a goal that’s important to the brand,” says Mikkelsen. “It’s not about the profit. As for Earth Day, LEGO Group announced its goal to have 100% sustainable packaging by 2025, instead of original date 2030.”

The company has already begun in earnest. Over the past three years alone, LEGO has promoted How2Recycle on all their packages in the US and Canada, reduced the size of the LEGO box, and switched to sustainably-sourced paper and cardboard.

On top of that, LEGO officially went green earlier this year with a new plant-based polyethylene that maintains the same standards of quality and safety as the conventional polyethylene you’ve been building with for years.

“We won’t compromise safety,” states Mikkelsen, ” and sourcing new materials involves developing a new chemical makeup. Our goal is for the different elements to be durable for generations. While yes, we’re aiming for a more sustainable approach, we’re not aiming for compostability.”


Currently, LEGO works with 20 materials, all of which are subject to change if new materials are sourced for their core elements.

“We’re looking into our carbon footprint, chemistry and feedstock,” says Mikkelsen. “We have to be careful moving forward, making sure our products live up to all the legal requirements that vary based on country. We don’t want to undergo scrutiny down the road for the chemicals we chose to use, which is why we’ve partnered with toxicologists to ensure everything is safe. “

Currently, LEGO uses fossil-based polyethylene made from oil, but are also working on switching to bio-based polyethylene that’s made of sugarcane from Brazil and has a 1:1 correlation in quality and performance. As the feedstock is different, the CO2 and gas emissions are being lowered in the transition. While a direct percentage can’t be placed at the moment, it’s LEGO’s goal to decrease their carbon emissions by 10% annually by 2020.

Mikkelsen assures us that the bricks you know and love will maintain their integrity, and continue to be a creative toy passed down from generation to generation. After all, LEGO’s slogans are to “Just Imagine” and “Play On.”


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 https://ift.tt/2wWSPSQ

Eden Mill Releases Limited Edition Single Malt Whisky

Eden Mill’s Single Malt Whisky is serving up new looks with their limited edition release. Delivered in a wooden box with gold engravings, this bottle designed by Tangent features ridges in the glass and a diamond tan diamond label to give it a little extra class. 

“Tangent is proud to have designed and helped launch Eden Mill’s first Single Malt Whisky expressions – the first distilled in St Andrews in over 160 years. 

St. Andrews is a historic Scottish seaside town best known for the world’s most iconic golf course and Scotland’s oldest University. It has and a rich distilling heritage, with the Haig family running the Seggie Distillery until 1860. Eden Mill is picking up where the Haigs left off, reviving the very same site in 2012 to become Scotland’s first single-site brewery and distillery. “


“With processes rooted in tradition and a pioneering spirit and innovative approach that consistently pushes boundaries, Eden Mill embrace the best of old and new. Tangent has reflected this in every aspect of their brand and family of products, notably their super-premium gin range and craft beers. 

For this commemorative release of 300 bottles, we designed a custom 70cl glass bottle with a pyramidal tactile mark of quality. The diamond label shape takes inspiration from vintage labels once used by the Haig family and our typographical approach taking cues from 19th Century elaborate curves and styling. Individually numbered oak boxes were handcrafted and engraved in Scotland.”


“Eden Mill have also launched a 20cl Hip Flask series, showcasing their commitment to innovation and experimentation. These seven offerings demonstrate the creative potential of working with different mashbills, processes, maturation techniques and wood types. A colour strategy was applied to differentiate each liquid, inject modernity and create standout in a competitive marketplace. 

The launch follows the announcement in February that Eden Mill is set to expand to a new £4m distillery and brewery. Pack shots in collaboration with Paul Hampton.”


“Eden Mill is all about challenging the norms whilst having a healthy respect for tradition. Our talented and creative team seek to make the very best small batch single malt scotch whisky in the world, whilst having a good bit of fun along the way. We’ve worked with Tangent since 2015 to develop a new brand proposition for our core brand and full product portfolio. Tangent consistently bring energy, passion and flair as well as a well thought out rationale,” shares Paul Miller, Co-Founder of Eden Mill.”

“’Having worked closely with Eden Mill on this project for over a year, we are incredibly proud to see it launch. We incorporated historical details in a modern way – embracing the best of old and new. Its an exciting time to develop a brand that isn’t afraid to push boundaries and cut it’s own path,’ adds Andrew Stevenson, Creative Director of Tangent.”



Client: Eden Mill St Andrews
Agency: Tangent
Creative Director: Andrew Stevenson
Designer: Kris Wilson
Packshots: Paul Hampton
Oak box: McLaren
Glass bottle: Bruni
Location: Glasgow, Scotland

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2kdtJpW

Thorndown Delivers Paint, West Country Style


By: Casha Doemland

You’ve crafted a lovely wooden, outdoor table set for your home and the only step left is to paint it. You cruise over to the hardware store and rummage through an endless sea of the same, tired looking paint cans. Then, out of the corner of your eye, you see something unique. Not only is this can shorter and fatter, but the designs are playful and feature a collection of animals.

You’ve stumbled upon Thorndown, a paint manufacturer from West Country who specializes in water-based wood paints and peelable glass paints.

Founded by husband and wife duo, Ben and Caroline Thornborough used their combined skills and passions as a scientist and designer/marketer to build a brand that had both functionality and flair.


To help take the project from dream to reality, they called in design and consulting agency, Brown&co. “We are unwaveringly collaborative in every aspect of design,” says Troy Wade, Co-Founder and Strategy Head, “we have to be if we are able to operate effectively as a virtual collective. We have nurtured a wonderful relationship with the Thornboroughs by involving them in all our of thinking, on-boarding their opinions and suggestions, and earning their trust.”

“It is their brand after all,” he adds.

The first step of the collaboration began with the name.  Lucky for the Thornboroughs, Wade has a background in advertising copywriting so he had a blast brainstorming and narrowing down names. “We wanted something that would feel like it came from West Country and be distinct from the industrial competition – Ronseal, Cuprinol, Protek, etc.,” starts Wade. “We also wanted to at least allude to a part of what the brand stood for, we explore all kinds of angles through our design pillars – country chic, cheeky humor, courageously colorful, crafted and wisdom through experience.”


Thorndown hit the name lottery, as it resonated with Ben and Caroline and had a subtle nod back to the Thornborough family name while maintaining an outdoorsy feel.

Once the name was established, they developed the packaging and design. “On a tight budget, we were always walking a tightrope between wanting to create a feeling of distinctive quality and being realistically affordable,” adds Wade. “Personally, I love that kind of challenge because there are far more interesting ways to stand out than to simply throw money at things. Necessity is the mother of invention.”

Together, they produced a brand that stands out amongst the rest while also staying true to West Country.  Each aspect of the product, from the icon inspired by historical symbols and typography influenced by old British rail posters to the colors of the paints inspired by West Country tones, it all adds up to a direct reflection of the region.

Outside of the labels, Brown&co elected to change the style of the pot after discovering how easy it was to cut metal cylinders of various diameters. “We wondered by nobody ever deviated from the standard 750 mL pot,” begins Wade. “Why not use a wider diameter cylinder, one typically used for a larger volume of paint, but cut it a shorter length?”

Curious, Wade sought out the manufacturer and learned there was no real reason or even an added cost to do so. To help achieve the right packaging heights for each volume, they reached out to a physicist friend and the shorter, fatter pot was born. In their own small way, they disrupted the paint aisle simply by making the can stand out on the shelf at no additional cost to consumers.

“Fundamentally, the Thorndown philosophy is to make the best possible products in the least harmful way,” states Wade. “The best products, with the longest-lasting pigments, mean you need to use it less often, which is one of the best ways to protect the environment.”

Incidentally, Thorndown’s glass paint is made from completely recycled material and the paint for the wood is water-based, thus only releasing water vapor into the air when drying.


To keep up with green trend, all of Throndown’s packaging is recyclable – the aluminum tin, the cardboard shipping container and even the fittings are printed on a recyclable card. The fill, another version of packing peanuts, is made of starch and completely compostable.

When it comes down to it, Thorndown is more than just paint—it tells the story of a region. But all brand-related storytelling aside, the products themselves are incredibly useful. Their eco paints offer long-lasting pigments that only require 1 to 2 coats and the aluminum tins make your job easier and even a little cleaner. Not bad for a new player in the hardware store.


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 https://ift.tt/2KI2cYC

KLLR Coffee Creates Unique Illustrations For Each Flavor


The newest illustrations for KLLR Coffee range from a red balloon delivering Stephen King’s IT vibes to a squirrel with antlers simply trying to say hey. Each package signifies a different flavor, ranging from their first, Ethiopia Duromina, to their current, Costa Rica Magdalena Vega. 

“KLLR is run by Steve Willingham and sole employee Hannah Layton, with partners Hobbs Halbert and Michael Halbert counting figurative beans in the background.”





Agency: Creative Vega
Location: Oklahoma City, USA

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2rYmvtX

Volcano Coffee Uses Compostable Pods for At Home Use

Outside of the exquisite design work, Volcano Coffee At Home ethically trades and sources their premium coffee beans and uses 100% compostable Nespresso-compatible pods. That’s right, not only do you get the same great taste from the comfort of your home, but you’re also leaving zero traces that the even product existed.

“Volcano At Home is the latest venture of South London independent coffee roasters, Volcano Coffee Works. Commission designed the visual language for this arm of the Volcano brand, along with retail, subscription and wholesale packaging.”


“The pods sit in a card tray made from a single sheet of 100% recycled fibre board, folded double, to occupy as little space, and use as little material, as possible. “

“Hand-drawn icons reflect the distinct characteristics of each coffee, while the electric red and orange of the Bold Morning Shot and Balanced All Day boxes set them apart from the richer, sweeter Reserve.”

“The whole package offers a compact but tactile experience, delivering convenience with a conscience. Whether posted to home-subscribers or lined-up on retail shelves, the boxes aim to be as refreshing as Volcano’s ethos.”



Design: Commission Studio
Location: Brixton, London

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2kgvVwx

Nudel Pasta Gets Naked And Natural


Nudel Pasta, a concept created by Chloe Hubler, gets naked for its natural pasta. Featuring clever and tasteful cartoons posing with pasta and a variety of shapes in contrasting colors, this design is everything you didn’t know you needed.                                       

“Nudel is a pasta brand that emphasizes a healthy lifestyle with organic pasta, sauces, and spices. Made with 100% recycled cardboard, send this packaging back to the source and get a discount as well as a pat on the back for saving the earth one tube at a time.”







Designer: Chloe Hubler
Location: Kansas City, USA

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2LhJlov

L’ Occitane & TerraCycle Recycle Your Cosmetic Packaging For You So You Don’t Have To


By: Casha Doemland

You work hard, and to treat yourself, you purchase face masks and creams like it’s your part-time job. While that’s all good and great, have you ever thought about the packaging of these products and how there are currently 6.3 billion metric tons of plastic waste chilling in a landfill for the next 400 years? What about the fact that 45% of that waste is from product packaging? If the plastic doesn’t end up in a landfill, it’s littered throughout oceans, causing harm to marine life.

Earlier this month, TerraCycle teamed up with L’ Occitane en Provence, a luxury personal care brand, to create a free and easy way for consumers to recycle their packagings. All you have to do is drop off the empties, whether it’s a moisturizing cream, lipstick tubes or shampoo bottles, at one of the participating L’Occitane stores and you’ll receive a 10% discount towards one product the very same day.

TerraCycle, an innovative recycling company, is all about recycling the “non-recyclable, which is perfect for the cosmetic world given the various types of containers and compositions.


There are currently 75 participating L’ Occitane stores in the US and 13 in Canada, with more likely joining by the end of the year.

According to TerraCycle, “once collected, the beauty and skin care items are sorted and separated by material composition. The separated items are then cleaned, shredded, and made into new recycled products.”

This isn’t the first time TerraCycle has teamed up with a personal care company, in fact, last year they joined forces with Garnier and L’Oreal Australia.

With Garnier, they created the Personal Care and Beauty Recycling Program, another free program that accepts shampoos, conditioner and hairspray bottles. Simply remove all the excess product from the container, join the TerraCycle Recycling Program and obtain your free, pre-paid shipping label. In exchange for your services, you’ll get a free gift. Together, they recycled over 10 million packages and raised almost $200,000  for non-profits that help the environment.  

For each item you send back to TerraCycle, the company donates 2 cents and rewards you with points. Redeem your points at any time, and they can be used for a charitable donation to a non-profit organization, or for a free product.


As for L’Oreal Australia, do what Garnier does above, and request a free shipping label. L’Oreal accepts cosmetics, hair and skin care packaging of any brand and then melts and molds the containers into new recycled products. So far, there have been over 240,000 pieces of waste recycled and $4,000 raised.

TerraCycle continues to be an avid voice for eliminating waste and has recycled over 4 billion hard-to-recycle plastics and raised approximated $21 million for charity to date.


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 https://ift.tt/2GqrKXS

Mr. Lee’s Elevates The Cup of Instant Noodle


Mr Lee’s Noodles isn’t your average cup of instant noodle, rather it’s elevated with a variety of unique flavors like Coconut Chicken Lakasa, Warrior Fighting Shrimp, Zen Garden Vegetables and more. 

“Mr Lee’s Noodles is part of the Mr Lee’s Pure Foods Co. Ltd Group. Their noodles are different to standard instant cup noodles as they use premium quality freeze-dried ingredients, which maintains the nutritional value and flavour and use absolutely no nasties in the recipes. 

The cup design was created using a bold, strong colour palette but with a minimal, premium look to reflect the price and quality of the product. “


“Director of Brand, James Roberts, explains, ‘Such innovation had gone into making these great tasting noodles, that we had to create packaging to reflect that. Bold colours aren’t often associated with ‘healthier’ products, but we didn’t want to hide away in the corner, the company is ambitious and we decided to lead by example. We used bright colours to represent each flavour and coupled it with fun typography, as a nod to the company values and the pleasure of eating noodles.'”

“‘It was important to differentiate ourselves from normal cup noodles, which are mass produced with no emphasis on quality. Our brand value proposition is ‘no worries, eat happy’ as our noodles are made using such high quality ingredients you don’t need to be worried about nasty ingredients, just add water and enjoy. Our tag line is ‘All noodles are not created equal’ and we firmly believe this, these are not instant noodles as you know them and you can see this in our photography too, everything you see in the image is in our noodles, no photoshopping, you can see actual ingredients.'” 

“The packaging has been well received by buyers and at trade shows. After the re-brand, Mr Lee’s Noodles won a contract with Jetstar in Australia to serve as an in-flight meal choice and have followed this up with being the noodle of choice on board TUI airlines in the UK, as well being available on train networks up and down the country and online. The company also has a strong presence in Denmark with various hotel groups.”


Designed by: Mr Lee’s Noodles, in-house
Photography: Myles New 
Director of Brand/Creative Director: James Roberts
Location: Bournemouth, UK

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2IqBDdM. Lee’s Elevates The Cup of Instant Noodle

15 Packaging Designs That Feature the Use of Three Colors

Artboard 1 copy 12-100.jpg

Who doesn’t love a limited color palette? Following up on our previous collection of 30 Packaging Designs That Feature The Use of Two Colors, we decided to pick out 15 spectacular packaging projects that only incorporate 3 colors within their design.

1. Mutti Takes Home Best In Show Award From The 2018 Dieline Awards



2. Superfantastic Pink Pepper



3. Get Your Head In The Game With This Playbook-Inspired Branding For JimJams



4. Pepsi Really Wants You To Forget About That Kendall Jenner Thing So Here’s a Retro Can



5. Reindeer Meat Never Looked So Good – Check Out This Packaging for Min Boazu



6. The Dieline Awards 2018: Riso D’Uomo



7. Big Bend Brewing Co. Captures The Spirit of West Texas



8. Luca & Linus Could Make the Olive Oil You Pour on Everything



9. Western Herd Brewing Company



10. Caution: Contents Hot—Award-Winning Local Coffee Roaster Gets a Fresh New Look



11. This Belarusian Restaurant Branding Comes With An Adorable Mascot



12. TIQLD is One Seriously Playful Line of Spices



13. Striking the Balance Between a Little Bit Street Style & a Little Bit Luxe



14. Goodio Chocolate Has the Best Letter You’ll Ever Receive



15. This Coffee Celebrates Ukrainian Independence in a Playful Way


from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2rPuOHS

Hummingbird Wants You To Start Your Day Off With A Smile

By crafting and designing a milk carton, TABOO takes a route less traveled with Hummingbird’s new line of porridge. Each package features a different color bird and unique animated take of the ingredients based on the flavor. Additionally, there is a good morning message featured on the back that is guaranteed to start your day with a smile.

“A tall classic milk carton shape (250g) including five individually wrapped sachets inside (50g each). Each product from the range has a unique illustration design yet remains consistent with the brand’s look and feel. 

TABOO had previously developed Hummingbird, inspired by the chirpy, bright-eyed and fun creature – the hummingbird. Hummingbird again engaged TABOO, to continue the evolution of their design, personality and language and fly into a new product category – Porridge. “


“Objective: Break category-packaging conventions and extend our brand offering into a new world. Leverage the brand’s minimal, fashionable and fun aesthetic to catapult Hummingbird into 40% of Australian households.”

“Market: The target audience includes communities that are city-livers, have an extremely busy lifestyle and strongly value their time, good health & wellbeing. The primary audience is 20-35y.o females and the secondary target audience is 20-35y.o females & the secondary target audience is males (20-35y.o) & females (35-46y.o). 

Creative Solution: A clean colourful design, in a packaging shape that breaks from convention and sticks out amongst competitors on the shelf. A strong, fun and fashionable illustration style inspired by minimal Japanese packaging and patterns is unique to each SKU.”



Agency: TABOO
Design, Illustration, Copywriting and Creative Direction: Reece Hobbins  
Client: Hummingbird
Location: Melbourne, Australia

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2IlQXsa Wants You To Start Your Day Off With A Smile

Show Your Gecko Some Love With Obie’s


So, you want your gecko, Georgie to have the best of the best, but haven’t been able to find it. Lucky for you, Obie’s got you covered with three different size warms in these playful easy to use and store containers. 

“Obie’s Worms is a sustainable ecomms pet food brand based in Canada. The Obie’s team uses advanced science to reclaim green bin waste, transforming it into a live insect food source for reptiles and amphibians. R&G Strategic was tapped to help them launch the brand during their early market research stage.”


“We discovered a vibrant community of pet lovers with geckos and iguanas who didn’t collectively fit the preconceived ‘reptile owner’ stereotype. We developed the Obie’s brand with them in mind, combining a modern aesthetic with a cheeky mascot motif to reflect the fun consumers expect from pet retail brands. We took the idea even further with the packaging to complete the experience. Obie’s Worms are shipped live, so we designed a complete unboxing experience to reduce the potential ick factor and up the sense of excitement.



Agency: R&G Strategic
Strategy: Sarah Riley
Creative Director: Liz Gosselin
Graphic Designer: Grace Laemmler
Location: Halifax, Canada

from The Dieline Package Design Blog – The Dieline | Packaging & Branding Design & Innovation News https://ift.tt/2Kugoog