Nature and Science Come Together Within This Herbal Supplement Brand


Harker Herbals is a unique health supplement brand that aims to incorporate the close relationship of nature and science within their range of product offerings. The packaging incorporates a no nonsense approach by utilizing clean typography but also provides eye-catching photography in order to create a design solution that stands out.

“Nature meets science.

Harker Herbals have created a new generation of powerful, 100% natural plant-based formulations that are targeted to support recovery from illness and maintain wellness.

They have been expertly crafted using decisive clinical research and traditional plant medicine know-how. All of the ingredients are sustainably sourced and independently tested for authenticity, providing the very best support for your health.”



“This symbiotic relationship of nature and science was the first thing that struck a deep resonance with the Curious team. The philosophy of balance and harmony between two seemingly polar opposite worlds was the catalyst that allowed us to expand a ‘dualism’ concept into the brand strategy and packaging.

Modernity blends seamlessly with tradition. Functionality meets form. Efficacy fuses with heart and soul.”



“This potent territory has been expertly realised into a visual language for the Harker Herbals Be well range.

Beautiful photographic images of key ingredients are linked to a human hand, emphasising not only the consumer’s connection to nature with these unique products, but also reflecting the care and crafting that Harker Herbals have invested into them. This evocative imagery has then been complemented with a soft, muted colour palette, allowing each variant to have its own designated identification colour to assist the consumer at point of purchase.

Strong, understated typography and iconography has then been thoughtfully positioned across all of the primary pack facings. The simple black sans serif font stands informatively on a clean, white background creating a scientific counterpoint to the elements of nature. Selected gold foil blocked wording has also been introduced to highlight key information and add premium quality cues.”


“The final critical detail is the choice of stock. An uncoated, pure white Splendorgel was selected from a range of options to give freshness and a soft, hand crafted texture.

Once the pack is opened, the consumer discovers the traditional amber bottle that exudes authenticity and clarity of message. The pared back colour palette of screen printed white and gold foil block in combination with the signature typography ensures continuity across the whole packaging experience.

The team at Harkers were an absolute dream to work with throughout the entire design process, creating an exemplary model of client and agency partnership. Each open to new ideas and challenges in the pursuit of excellence.

Harker Herbals and Curious, creating a new generation of wellness products for a new generation of consumers.”



Designed By: Curious Design

Designer: Monique Robins

Retouching: Curtis Walker

Photography: Nick T & Content & Co.

Printer: McCollum’s Print

Location: Auckland, New Zealand

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

Better Pizza, Better Ingredients, Better Racism. Papa John’s?


By: Rudy Sanchez

Papa John’s has had a stellar rise, from their humble beginnings as a literal hole-in-a-wall, to becoming one the country’s largest pizza delivery chains. And for that whole time, they’ve relied on their head papa, John Schnatter, as their spokesperson and face of the company.

No stranger to controversy, Schnatter hasn’t exactly been shy about his political beliefs, having spoken out against the ACA (“Obamacare”), and has been a supporter of both Mitt Romney and Donald Trump’s presidential campaigns.

Papa John’s has been able to weather past comments made by Schnatter, particularly when he said that the ACA would be far too costly for his business, raising prices by “11 to 14 cents per pizza.” But it was last year’s well-publicized tantrums regarding the NFL that may have been the last straw for Schnatter and Papa John’s.

Papa John's 3000th North American Store Celebration

It began with an earnings call last year when Schnatter pointed the finger at the NFL for lower ratings and pizza sales. He accused the NFL of not taking a leadership role in the handling of police brutality protests by NFL players. Not only did sales continue to fall, but Neo-Nazi sites like The Daily Stormer wholeheartedly embraced the pizza chain as the “official pizza of alt-right.”

While Papa John’s did its best to distance itself from the alt-right, the damage had already been done. This row precipitated the stepping down of John Schnatter as CEO and President of the company. He still retained a role as a board member and the company’s largest shareholder, as well as continuing to be the face of the company and brand.

In an effort to repair his image, in May of 2018, Schnatter met with a marketing firm on a conference call where he repeatedly used the “n-word,” lamenting that Colonel Sanders got away with using the same language in the past. Not only that, he talked about his upbringing in Indiana, where he allegedly said, “people used to drag African-Americans from trucks until they died.”

As news of this event hit last week, Schnatter resigned from the company he started in a broom closet of his father’s tavern using the profits from the sale of his Camaro.

But a larger question looms for Papa John’s: how does the company itself recover when it’s brand is so tied to such a controversial spokesperson?

“Papa” John Schnatter is the literal face of this pizza empire, with his likeness even showing up on their boxes. It’s hard to not read their slogan “Better Ingredients, Better Pizza, Papa John’s” in Schnatter’s voice. There are over 5,000 Papa John’s locations around the world, making it the 3rd largest pizza delivery chain. Some immediate decisions have already been made concerning Schnatter, as he agreed to no longer be featured in marketing or promotional materials, but can the embattled chain right the ship?  How do they improve their public perception and ultimately disassociate themselves from their controversial founder?


There’s always a risk a brand takes when using a spokesperson to promote their products and services. You trade on the public equity of that individual, and when they are beloved, you can take that positive equity and build your brand upon it. In most instances, however, the brand is already established when a spokesperson is brought in, making it easier to drop that personality if things sour.

Lance Armstrong was dropped from countless sponsorships and was ousted from his own foundation, renaming itself “Livestrong” in an effort to distance itself from the fallen cycling phenomenon. As a result of Armstrong’s doping sins, the foundation took a large hit: it went from annual revenues of $47 million to $10 million. At its peak, they distributed over 2.2 million of those iconic yellow bracelets annually, in the year following USADA’s damning report, that figure dropped to 673,000. The Livestrong Foundation also lost half their staff. While Livestrong took a massive hit, they managed to survive and even kept their iconic branding (the Livestrong nickname, the yellow wristbands) while also distancing themselves from Armstrong.


Another company that course corrected after a huge controversy was Jack in the Box. After several cases of food poisoning resulting in hundreds of E. coli infections and 4 deaths, Jack in the Box started a comprehensive brand repair, including logo changes, as well as creating a fictional CEO spokesperson with a complete backstory. This fictional CEO was a tough, no-nonsense corporate leader, projecting strength and decisiveness, while simultaneously being a parody of corporate managers. This character resonated with the public and changed the conversation about the Jack in the Box brand.

Jack in the Box handled the situation by addressing the issue and finding a solution to the problem, hiring a food safety expert to prevent further E. coli outbreaks, quickly settling lawsuits, and creating a new brand image. They also created new products, making the conversation about something other their E.coli outbreaks.

Papa John’s has taken the first steps: severing ties with Schnatter, apologizing and letting the public know it’s taking steps to avoid the problem in the future. The larger question looms: How will Papa John’s replace their once successful spokesperson and use a different promotional strategy?

So far they have puppies. Puppies are cute and more importantly, are incapable of using racial slurs.

That’s a start anyway.  


Rudy Sanchez

Rudy Sanchez is a product marketing consultant based in Southern California. Once described by a friend as her “technology life coach,” he is a techie and avid lifelong gamer. When he’s not writing or helping clients improve their products, he’s either watching comedies on Netflix, playing the latest shooter or battle royale game or out exploring the world via Ingress and Pokémon Go.

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

Let Costa Caribe’s Graphic Branding Transport You To The Tropics


Futura designed the modern graphic branding for Costa Caribe, a Tulum-based residential development.

“Costa Caribe is a residential project located in the city of Tulum, Quintana Roo. The inspiration for this project is ‘the golden hour’, which is one of the most romantic moments on the beach, it has almost a mandatory stop to appreciate the color of the sun that covers all our surroundings, it is a moment of calm and enjoyment that remains in our memory. We take the visual characteristics that surround it to apply them to the brand.”













Designed By: Futura
Photos By: Rodrigo Chapa & Iglú
Location: Mexico

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

Jubel Aims To Cut Through The Beer Market With Serious Style


Pearlfisher London has created the brand strategy and new brand identity for challenger beer brand Jubel.

Jubel was born in the Alps at an après-ski bar when co-founders, Tom Jordan and Jesse Wilson discovered a popular beer tradition known as demi-pêche. Finding nothing like it back home, Tom and Jesse used the rest of their student loans to brew 5000 bottles of beer and said that if they sold them at an iconic music festival they would quit their jobs, and they did. The brand entered the market with a unique beer style that disrupts the category between light lagers and sweet ciders.


Recognising that the brand lacked competitive distinction and wanting to carve out a new area on shelf, Tom and Jesse approached Pearlfisher to help establish a new strategic brand and creative positioning.

Explaining the challenge and the strategic approach. Pearlfisher Strategist, Molly Rowan Hamilton, said, “This project was very much a collaboration with Tom and Jesse every step of the way. Our challenge was finding a way to expand the brand, and broaden its relevance and appeal, from a niche following to a more universal and iconic proposition.



It was important to offer a more emotive brand experience that taps into the lifestyle and behaviour of contemporary consumer thinking. Our focus was creating a platform that would create the right opportunity for the brand and this led us to devise one big, bold idea to inform the brand positioning, strategy, tone of voice and design. ‘Off Piste’ captures both the personal ethos of Tom and Jesse and is symbolic of the core of the brand without being clichéd.”

Talking about how the strategic approach translates into the new brand identity and design, Pearlfisher Senior Designer Harriet Beesley continued, “There were two specific aims with our design thinking and approach. We needed to convey the idea of living off piste but also simply and effectively communicate the core message and product offer of ‘beer done differently’.



The central idea is about breaking through the mundane. The bold cut through the design symbolises the flavour cutting through the beer, highlighting the products’ point of difference. The ‘cut’ device also slices through the J of the logo mark to signify the dual aspect of the brand; with two founders, the joining of beer and flavour and two sides that are at once both refreshing and fun.

Jesse Wilson, Co-Founder of Jubel, said, “The craft beer market has become very crowded and on a functional level, our beer cuts through the category as it’s unlike any other beer style. We feel the brand now matches up to the uniqueness of the product and our brand identity cuts through the category noise both literally and metaphorically.”







Designed By: Pearlfisher London

Location: London, UK

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

This Luxurious Packaging Plays With Texture In Order to Create a Sophisticated Design


Italian agency Kidstudio created the sophisticated packaging for La Bottega. The design plays with visually appealing textures in order to create a luxurious solution for their wine and olive oil products.

“Le Selezioni de La Bottega are part of La Bottega project, a Michelin-starred restaurant in Geneva – Switzerland. Personally selected by Chef Gasbarro and his Sommeliers, those oil and beer are both traditional and a novelty to be reckoned with.”











“The idea is that of packing was a label that express luxury as the whole brand La Bottega Geneva. This time, with a guest: the Chimera of Arezzo, one of the great masterpieces of pre-Roman Tuscany.

The ancient beast surveys and represents the eternal grace of our land. And gives birth to a brand new line of products, among which shines the extra-virgin oil of Le Selezioni. The packaging retains the values of class and hand-craft which came to express the starred restaurant.”






Art Direction, Graphic Design: Kidstudio

Original Illustrations: Stefania Pelliccia

Photo: Stefano Casati

Location: Florence, Italy

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

Mother’s Root Utilizes The Golden Power of Tumeric


Kiss Branding designed the elegant packaging for Mother Root, a range of lotions that are unique in that they incorporate tumeric, a special root known for its anti-inflammatory properties.


“Turmeric, the mother of all roots, is an ancient medicinal spice that acts as a natural anti-inflammatory and has served its purpose in healing and treating ailments for millennia.

Mother Root is a range of natural anti inflammatory creams and ointments, infused with the golden power of turmeric. It’s the perfect addition to your skincare routine – both soothing and invigorating the skin, the natural way.”



“The concept, designed by Kiss Branding, takes a full on indulgent approach to Turmeric based skincare. Using delicate contours wrapping around the face, the packs evoke a targeted treatment that’s effective and soothing. In combination with raw burnt red colours and organic shapes, the design celebrates the product’s earthy and natural healing origins.”







Designed By: Kiss Branding

Designer: Poonam Saini

Photography Credit: Caique Silva

Location: Leeds, UK

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

Etude House’s Colorful Drawing Spring 2018 Collection


By: Casha Doemland

For the last few years, Korean Beauty, also known as K-beauty, has taken the beauty world by storm, worldwide. From face masks and serums to BB creams and cosmetics, the K-Beauty category has racked up to $225 million in sales in the US alone,  according to the market research of Kline.  

One of the companies making waves is Etude House, who enjoys pink energy with a happy, bubbly heart.

Cosmetics, just like fashion, release collections and lines either seasonally or annually, and for ETUDE’s Colorful Drawing 2018 Spring Collection, they brought on ohSeven Co., Ltd. in Seoul, Korea to produce the packaging.


“Etude House is a conglomerate of many designers, so we collaborated with them on the newest collection systematically,” starts Sukyoo Bae, Manager at ohSeven. “The brand image at the company is clear, lovely, bubbly and cute. However, this project differed a little, and they wanted to try a more mature theme. Our mission was to make ‘Colorful Drawing’ look like a product of Etude House, but more lyrical and calm with watercolors.

“Etude House’s designer essentially delivered concepts to us, confirmed by the company and then proceeded to develop their products and the colors while we simultaneously designed the packaging.”

From the lipstick and eyeliner packaging to the branding photos themselves, the Colorful Drawing Collection features strategically painted brushstrokes in varying colors, both of which contrast and compliment. In the center of each package is the name of the collection in bold, black font, with the name of the product in a pink script below it.



“We were so inspired by spring because it’s the season of life and freshness,” adds Bae.

Sounds easy enough, right?

The watercolors proved to be the most challenging part of the entire project. At first, ohSeven tried to tackle the designs digitally in a few different ways, only to discover the looks were never quite right. So, they returned to the old fashioned way with watercolor on paper and then scanned it into the computer, finally obtaining the results they wanted.

“We had to design this project in a way that still represented Etude House,” says Bae. “We had to find the right way to mediate the mood of the watercolor and with the brand.”

With pops of pink, yellow and blue, Etude House’s newest collection caught the eye of beauty bloggers and vloggers all around the world like The Beauty Breakdown, Milkiss and Jasmineitor as they raved and reviewed about the products and packaging alike.


Why wouldn’t they? K-beauty popularity isn’t just because of the playful and vibrant packaging, or the fact that bloggers showcase mad love all the time. K-beauty has and continues to sweep the beauty world because of the advancements in their products and formulas, from the ingredients for even the most sensitive of skin to regimes and routines that start at an early age instead of when the problem arises. Lastly, most K-beauty products are affordable, which means you don’t have to break the bank to pamper yourself.  

And if you can make a splash with your packaging? Even better.



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

Jolly Molly is an Eye-Catching Conceptual Chocolate Brand


We love this colorful type-focused conceptual chocolate packaging.

“In today’s world we long for inspiration and dream to try something new and unusual. That’s how we came up with the idea to develop a unique chocolate brand with unconventional tastes and creative design and packaging.

We have developed a new brand concept and creative packaging of Jolly Molly chocolate – a product for sophisticated connoisseurs, for those who are open to experiments and ready to try something new and unique in many ways.”



“Back in 1865 in the English city of Bristol there lived a girl named Jolly Molly. She was a very curious and restless inventor. Walking through the forest, she was dreaming of a fairy-tale chocolate country where secrets and adventures would wait her at every turn. Her passion and dream to open a secret of eternal happiness inspired her father to found a factory which makes chocolate with unusual tastes to these days.

So this is Jolly Molly — chocolate for amazing girls who cannot sit still and always desire something unusual.”







“Juicy, bright and minimalistic packaging design instantly attracts attention and raises the mood. The colors of packages play the role of indicators that reflect a variety of taste experiences. Each chocolate bar is divided into 30 separate segments, which can be shared with a large group of friends. Large letters on the chocolate slices add some interesting tactile sensations to the taste.”




Designed By: Dotorg

Location: Russia, Moscow

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

Coffee & Tea Lovers rejoice! SOMA’s bringing you the ultimate coffee on the go

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Not sure if you’ve heard but it’s #plasticfreejuly. We here at The Dieline are big on reducing our single-use plastic and with SOMA’s new pour over coffee and tea bottle it’s making things easier. The packaging holds zero plastic and brings SOMA’s classic beautiful design seen on their water filtration systems into a traveling mug. 

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Soma Brew Bottle – Pour Over.jpeg

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Soma, the company best known for forward-thinking and sustainable water filtration, announces the release of its first coffee and tea product, the Brew Bottle, debuting Today Tuesday, July 17th.   

Winner of this year’s Specialty Coffee Association’s Best New Product award for consumer coffee or tea preparation and serving equipment (non-electrical), the Soma Brew Bottle was developed to make expert brewing easy. Featuring a cutting-edge vessel design, the reusable bottle provides coffee and tea drinkers with a portable and convenient way to enjoy high-quality, single-serve coffee and tea at home, in the office, or on the go. 

Modern and sustainably designed, the 12 oz. Brew Bottle is made of BPA-free, double-wall borosilicate glass to maintain the precise temperature for hot and cold beverages. Inside the bottle, Soma’s patent-pending, stainless steel filter can sit in two positions, allowing for both pour over and immersion brewing. Unlike paper filters, the stainless steel mesh keeps out all sediment while allowing natural aromatics to flow through for balanced taste. The uniquely designed cylinder structure keeps grounds immersed throughout the brewing process, allowing for more extraction and avoiding leftover “high and dry” grounds around the perimeter. The bottle’s flip top Tritan™ lid provides for the perfect flow rate, and all parts are dishwasher safe.

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Soma collaborated with Brian W. Jones, designer, brand consultant and founder of the acclaimed craft coffee blog Dear Coffee, I Love You, to create the product’s sleek packaging. 

Soma Brew Bottle – Pour Over.jpg

A game-changer for daily routines, the Soma Brew Bottle offers versatile options brewed straight in the bottle for pour over, cold brew and tea. Simply add one’s favorite ground coffee beans or loose leaf tea to the built-in filter, and fill with hot water. For cold brew, combine coffee grounds with water directly in the Brew Bottle, and place the vessel in the fridge overnight. Iced tea is also easy; just refrigerate the bottle after brewing tea inside.

Soma’s Brew Bottle is a natural extension of the brand and its commitment to provide socially and environmentally responsible products with seamless function and design. An innovator in the water filtration industry, Soma is proud to be among a select group of certified B-corporations that focus on social and environmental performance, accountability and transparency. The company works to reduce its global impact by offsetting emissions with conservation-based forestry, creating green products and partnering with supply chain companies that meet the brand’s rigorous code of conduct. Believing that clean drinking water is a basic human right, Soma is a proud sponsor of charity: water and partners with them in their mission to bring safe drinking water to those without access. 

Starting Today July 17, Soma’s Brew Bottle will be available for purchase online for $40, as well as at select retailers and coffee shops.


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

Big Lug’s Flagship Brews Come With a Wonderful Vintage Vibe


CODO Design created this standout packaging for Big Lug, an Indiana-based brewery. The four designs celebrate their base range of beers in a striking way by incorporating vintage-inspired illustration and typography.


“We first worked with Big Lug Canteen on their flagship brewpub in Nora, Indiana. Fast forward two years, and we’re now partnering with them on two new concepts: a Bavarian-inspired beer hall called ‘Liter House,’ and C’amp Big Lug,’ a beer retreat set in rural Indiana. In addition to being one of the state’s most anticipated new restaurant openings, Liter House is in a large enough facility to allow Big Lug to package some of their fan favorite beers.”



“We worked with the Big Lug team to develop a series of 4 flagship cans and are in the process of designing seasonal releases as we speak.

Don’t sleep on Goat Ranch, it’s one of the best beers in Indiana.”





Designed By: CODO Design
Packaging Comps: Outshinery
Location: Indianapolis, Indiana

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

38 Packaging Designs That Are Simple Yet Effective

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Minimalism can be an effective way to make your product stand out with an elegant edge. Sometimes the simplest designs can be the most effective and in order to celebrate that we’ve picked out 38 examples of packaging that incorporate that approach within their design.

1. Foria is the Sophisticated Brand That is Bringing Cannabis Into the Bedroom



2. Check Out The Sleek Look of Verizon’s Smartwatch



3. With Designtorget What You See is Definitely What You Get



4. Yellow Packaging and Bold Typography Make This Cosmetics Line Stand Out



5. The Food Field



6. Q&A with the Founders of PLANT Apothecary



7. Kollo Luxury Teas: Simple yet Elegant



8. This Vivid Tea Packaging is Sure to Turn Heads



9. Royal Nut Co. – The Butter of Designers



10. Brand Spotlight: Meal Replacement Soylent’s Simple, Minimalist Packaging



11. Comme.Co



12. The New Feminine Look to ZARA’s Best-Selling Fragrance



13. Check Out This Sleek Packaging For The Shirt That Never Sleeps



14. Henri Sodas



15. Fémme revolutionizes the feminine care market in China



16. RINGANA Superfoods & Cosmetics



17. Some Days Promotes Good Vybes & Designs A Calming CBD Beverage



18. Moodcast is a Home Fragrance Line With a Color Palette Inspired By Finnish Glassware



19. AND UNION Comes Out With Two Beautifully Bold New Brews



20. Rufino 1949 Pays Tribute To Its Origins in a Unique Way



21. Cocofloss Comes With Beautiful Bold Packaging



22. Twice Fashion



23. BYBI Skincare’s Packaging Stands Out With Its Atypical Use of Color



24. Just for Hims: Hair Loss and Erectile Dysfunction Pills Have a New Look



25. Chapter 2 Is The Elegant and Sophisticated Take on Protein Products



26. Morho is a Traditional Slovakian Spirit With A Nice Minimalistic Look



27. Shopping List






29. Summerhill Market’s Fresh Contemporary Branding



30. Public Goods is Doing the Public a Great Deal of Good



31. 96 Espresso Plays With Typography In Order To Create a Dynamic Packaging Solution



32. Diz-Diz Popcorn



33. This Tequila With Mexican Origins is Nothing But Elegance



34. Make Your Effortless Hair Dreams Come True With Playa



35. The Dieline Awards 2017: Hinoki



36. The Dieline Awards 2017 Outstanding Achievements: Neoderma Skin Care



37. Lac Blanc Zurich



38. “Don’t Compromise”—Creuna Shares how they Designed the Luxe Look of Krone Beer


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

Say Goodbye To Hangovers With Flyby


By: Casha Doemland

Your friends are all gearing up for a night of sipping wine and catching up, and while you want to say yes, the fact that you have an early day the following morning and are prone to hangovers is holding you back.

You’re not alone, and that’s why Eddie Huai, founder of Flyby, created a pill to help prevent a hangover.

Yes, you read that right. No more headaches. No more nausea.


Well, “this whole thing started when I took a trip to Japan, a place known for it’s partying ways,” begins Huai. “I was getting drinks with friends, and one of them suggested taking a Japanese hangover pill. I tested it thoroughly and surprisingly enough, I woke up feeling great which never happens. Hangovers are something I’ve struggled with since I started drinking because I lack a specific enzyme which breaks down alcohol properly.”

Huai stocked up on pills like it was his day job and returned to the states a happy man.

That is until he ran out of pills. He scoured the internet for days and days, yet nothing turned up.  The only viable solution was to produce his own.

“I started researching ingredients on my own, diving deep into white papers and patents,” starts Huai. “The magical ingredient I discovered was a compound called DHM, found in the Japanese raisin tree.” DHM  is known to boost liver enzymes so you can process alcohol and acetaldehyde, a toxic byproduct that builds up when you drink.

“Before I knew it,” he says, “I found myself talking alcohol science over the phone with a Ph.D. & M.D., and it became clear to me that DHM was not only powerful but had real market potential. So, I spent a year developing my own formula around DHM, and Flyby was born.”


All you have to do is “take three capsules with water right before you go out and then take another three capsules right before going to bed,” and you’ll wake up feeling refreshed and good as new.

As a new supplement on the market, Huai needed to create a brand to sell his product, so he brought on Alphabet because the agency loved his product and how he wanted it to be perceived.

“When it came to designing, we wanted to find a good balance between trusted and playful while somehow visualizing a life without hangovers,” begins Sam Lane, co-founder of Alphabet. “With that in mind and inspired by the name of the product, we created the Flyby ‘loop’ as a visual representation of the supplement and how it allows you to ‘flyby your hangover.”

Flyby’s white bottles and packets feature the baby blue loop with clear text in a dark blue font, which met the designers biggest challenge – to get eyes on the product but still maintain a fun brand that is also functional and realistic.

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“We wanted the brand to be subtle yet confident,” chimes in Lane.

The only other obstacle during the project was narrowing down the demographic, which Huai assumed would be nightclubs and frat parties, when in fact, most of their users are 22-55 years of age, have a six-figure household income and are using Flyby for a few drinks.

“We actually shifted the message from being a ‘hangover cure’ to a product that’ll promote productivity the next day, which opens doors to more users such as casual drinkers.”

Remember, while Flyby may prevent a roaring headache the following morning, it does not prevent intoxication and should not be used to support your binge drinking habits, so please drink responsibly and make smart choices.


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