TheDieline.com

Odell Brewing Company

 
TBD Advertising in Bend, Oregon created the packaging for Odell Brewing Company, a brewery in Fort Collins, Colorado.

See more after the jump.

Ciel Pur

Beautiful design and structural packaging for Ciel Pur, a line of bath products, designed by Yael Miller of Miller Creative.

Wurrook

Elmwood, a multidisciplinary firm with offices across the world, sent in this packaging the Melbourne branch recently created for a local farmer:

"We designed and printed our pack for a local farmer/lamb producer. The box contains cuts of lamb that are plastic cryovac sealed, labelled up and placed in their cardboard box with branded sleeve. The brand story, as below:

Paul & Kylie Walton own a one hundred and fifty year old sheep farm in country Victoria that has been in their family for four generations. Their farm is set on 7,500 acres and they have 22,000 Superfine Merino sheep that have superior wool and meat using no growth promotants. Due to their growing success at the Farmers Markets they attend, they required a box and label packaging concept that would capture the uniqueness of their product and enable them to move forward into the retail sector.
 
They had no previous packaging or labeling other than a generic sticker, which was produced from a weight labeling machine at their home. The packaging needed to communicate the history, quality, unique stock bloodlines and other special features of the product that is only available from the producers, Wurrook Superfine Prime. Importantly, the resultant packaging had to be cheap to produce.

A sleeve was designed with new branding that could slip over the cardboard box negating the need to have a costly printed box. The new ‘Wurrook’ logo was created (using a level of crafting resonant with fine wines and cheese) but reduced in size, making the Victorian sky, grass and sheep effectively the brand. Product clarity is gained via sheep illustrations on the individual labels to easily inform which part of the sheep the cut’s derive from."

Cannes Lions Packaging Winners

The 56th annual Cannes Lions International Advertising Festival has just announced the winners in the Design Category. This was only the 2nd year the festival has included a design category. Take a look at some of the package design winners from the Design Category:

Jamie Oliver range by Pearlfisher, Gold:

Gut Oggau Wine Packaging by Jung von Matt, Gold

 Flowerbomb Safe, Raison Pure, Gold

Karlsson's Gold Vodka, Silver



Willie's Cacao, Taxi Studio, Silver

 

Dr. Moeller's Quince Brandy, Serviceplan, Silver

 

Acerola Drink, DRILL Tokyo, Silver

 

Honeytube by Anthony's Garage Winery, Kolle Rebbe, Bronze

 

Silver Hills Bakery, Karacters Design Group, Bronze

Pucko, Neumeister Sweeden, Bronze

You’ve Got 20 Seconds Or Less to Live.

That is, your package design does. If that sounds melodramatic, think again. It’s true. Consumer product packaging exists in fast-changing retail channels loaded with competitive products and increasingly skittish shoppers, to boot.  

 When customers make purchase decisions, they’re spending anywhere from 10 to 20 seconds—that according to repeated surveys and research conducted by consumer behavior experts. Okay, so maybe in our currently contracting economy, they’re investing a couple seconds more to further assess their options. But ask yourself: is it any wonder so many products are getting lost and dying on retail shelves? 

So what is a package design consultant to do? I could tell you how important it is for us to collaborate closely with our clients, working to understand their industries and their categories; their business goals and brand strategies. All true. I could tell you how important it is to assess and leverage their brand assets in context of consumer brand perception. True. I could point out that a competitive survey of products within each category is crucial. Especially now.  

I might also point out that understanding how our evolving culture intersects the brand is crucial. Which demographic segments are loyal to the brand? What are these consumers’ attitudes and values now and how can brand packaging legitimately--without straying from its core--evolve with changing cultural values to remain fresh and relevant? 

Studies show that consumers ignore up to 2/3 of category products when they shop. That kind of statistic points to just how difficult it is to successfully package a new product or new line. It clearly demonstrates why so many products fail at retail. No matter how compelling consumer product marketing can be, the actual sale is made at the retail shelf. Packaging is the tangible representation of brand and product and if it fails to make an impression, it signifies numerous lost sales. 

Here’s the thing. We all know that for every packaging challenge, several viable solutions might present themselves. So how do we hone in on the one great solution, rather than a couple of good ones? How do we prove our value to manufacturers who are slashing budgets; who are loath to invest in “expensive” new product packaging? Or putting off revitalized packaging for products whose sales are beginning to go into decline? 

The first thing we need to do—gulp—is realize that great packaging is about selling first. Communication and persuasion is job #1. Not aesthetics. Package designers ooh and ahh over beautiful packaging, but remember: beauty is in the eye of the beholder. It’s subjective and each consumer responds differently to aesthetics.  

Nestea Concept

Proposed concept by Bob Dinetz Design:

"This redesign uses a simple color coded circle to make differentiating flavors as simple as possible. The diet version has a hole inside the circle."

Studio Spotlight: Echo Brand Design

A lovely selection of work from Echo Brand Design, a London based firm. One more image and descriptions of each project after the jump.

Kenzo Ryoko

Designed by Karim Rashid, who has designed everything from home furnishings to clothing, for Kenzo. The new Kenzo Ryoko is a summer fragrance in pocked sized "stones" that fit in the palm of your hand, and are airport friendly.

The Kitchen

Packaging for The Kitchen by Design Friendship, a UK based agency:

"The Brief: To create a brand identity for a new culinary retail concept in the UK. The Kitchen’s vision is you experience, first hand, how to create great tasting food from only the finest ingredients with Michelin Star Chef Thierry Laborde and his team."

St Germain

 

Stunning packaging for St Germain, an elderflower liqueur. Two more photos after the jump. Anyone know who is responsible for the design?