74
75
food
PR O D U C T BEEE
DE S I G N F I R M DFraile
LO C AT I O N Murcia, Spain
CL I E N T BEEE
M K
Creating a design based on onomatopoeia (in Spanish, this animal says
“bee,” “bee”) is both clever and amusing. This design statement is simple,
fresh, and bold. I’m not sure which came first, the geometric figure of a
goat with the brand identity dropped out, or the hexagon, but whichever
the case, the goat works well housed in this form. I like how the structural
form of the “B” and “Es” suit the shape of the side panels. The repetition of
these letter forms, both around the box and when stacked, makes a strong
graphic impact. The vivacious color choices boost this brand’s appeal.
Very different.
S W
This package makes me happy: the name; the silly udder; the bright
colors that are skewed from primary just enough to be sophisticated; the
octagonal shape; and most of all, the way the name wraps around the
sides. It reads down; it reads up; it reads across. I am dying to see other
BEEE goat dairy products. Smile.
(Ray) Text
Job: 05-11966 Title: RP-Really Good Packaging Explained
#175 Dtp:221 Page:75
REALLY GOOD PACKAGING EXPLAINED
76
77
PR O D U C T Gü Ice Cream
DE S I G N F I R M Big Fish Design Limited
LO C AT I O N London, England
CL I E N T Gü Chocolate Puds
B E
Gorgeous, just gorgeous—where to start? First, structure:
This is made out of black polystyrene, which is such a
brilliantly different solution, nothing I’ve seen before in the
frozen sector. It instantly stands out, looks so classy, and I
have to say, after eating a few of these myself, it really does
keep it colder, longer. The smoothed corners and intensity
of the black give this pack such a unique look and feel,
and the simple use of an outer sleeve lets the structure
remain pure after opening. As for the graphics, the Gü
logo itself is a lovely little observation. It’s really neatly
executed, complemented by the product shot on a dark
black background, all adding to the luxurious and seriously
delicious feel of this design.
M K
I would buy this, hide it, and never share it!
Sinfully attractive.
S W
I am infatuated with this lovely little vessel. The soft shape
and dark mystery of this container truly must hold the
secrets to happiness! It’s absolutely perfect on every level.
(Ray) Text
Job: 05-11966 Title: RP-Really Good Packaging Explained
#175 Dtp:221 Page:76
76
77
food
PR O D U C T
Heinz Farmers Market Soups
DE S I G N F I R M Cowan London
LO C AT I O N London, England
CL I E N T Heinz
M K
Love this close-up perspective—so hospitable, just as a
farmers’ market experience should be! The concept is
so relevant. What’s interesting is that the product is less
the celebrity than the personalized chalkboard label. The
farmer’s crate makes sense for the case. The design is a
fresh and imaginative departure from what is generally an
unappealing, confusing, and cluttered aisle. Kudos to Heinz
for tipping the keystone.
R W
This design is so refreshing that it actually elevates the
entire Heinz brand, an icon in America for its inescapable
connection to ketchup. I’d love to see the brand launch
these products and this design in the States! We currently
consult with these folks. Perhaps this will be the topic of
our next conversation!
S W
I can almost smell the earthiness of the potatoes and the
freshness of the peas. The crisp fullness of the photograph
really says it all. By reinventing the Heinz keystone as the
market sign, complete with script type, it feels authentic
and fresh.
(Ray) Text
Job: 05-11966 Title: RP-Really Good Packaging Explained
#175 Dtp:221 Page:77
REALLY GOOD PACKAGING EXPLAINED
78
79
PR O D U C T Etiquette of Chocolate
DE S I G N F I R M Mucca Design
LO C AT I O N New York, NY
CL I E N T Etiquette of Chocolate
B E
How delightful to find a chocolate box that isn’t brown/black/dark and
“intense”! This design is ultra-simplistic, slick, and modern. The gaping
kerning and simple sans serif create the modern, clean logo, touched with
the more decorative of breaking up the logo. The ribbons save it from what
otherwise would be minimalism taken to dull, and the slivers of colors add
elegance and a sense of gifting.
M K
Simple, unique, quietly elegant fashion statement. This design is
reminiscent of the very hot Make-A-Wish jewelry and the popular tiny
string bracelets. I like the type change for the “of” in the identity, I would
love to see another small detail added—a knot, perhaps, or some other
element of surprise—on perhaps one ribbon.
R W
This package speaks to the ultra-sophisticated, premium, special-
occasion experience. I’m drawn to its white bakery-box credentials, a
distinct departure from the velvety textures and rich, dark colors normally
associated with chocolate. The idea of multiple colored lines signaling a
wider variety of flavors, is interesting, but this will have to be discovered
before it’s appreciated.
S W
I am in love! I wish I had designed this simple, elegant package. I’m
impressed with Mucca’s resourcefulness in accommodating a start-up
company’s budget by getting creative with the printing. The line weight of
the individual strings of emotions is thin and delicate but, as they build on
each other, they create just the right amount of mass. The very open type
treatment, with the crossed capital “I” and the small italic “of,” is just the
right amount of detail.
As a start-up, Etiquette of Chocolate had a very
limited budget. Mucca Design worked within
these constraints by printing everything—
various sized boxes, business cards, and belly
bands, all on the same press sheet.
!!!
(Ray) Text
Job: 05-11966 Title: RP-Really Good Packaging Explained
#175 Dtp:221 Page:78
78
79
food
PR O D U C T
Loseley Ice Cream
DE S I G N F I R M P&W
LO C AT I O N London, England
CL I E N T Hill Station
B E
What a great marriage of a traditional, heritage brand and a witty scoop
of tongue-in-cheek! For those who don’t know, Loseley House is a large
English country estate. Each of the paintings on the front comes from the
actual house itself, and popping the product within the frames makes
me smile. Bring in the flavor variants to match the outfits, and you have a
classy yet amusing pack that would melt any ice cream snob.
M K
Wouldn’t the Queen just love this stunningly humorous ice cream brand?
These historically rich portraits establish a personal relationship with
the audience and then, instead of leaving it there, the humor added to
the serious setting makes for an absolute showstopper. The painstaking
attention to detail is flawless, from the precision of the typography,
kerning, and leading to the painterly oil-color portraits. Focusing the gaze
of the subject past the viewer is intriguing. The gold caps remind me of
the traditional lights positioned above valuable artwork. The best of all,
however, is the focus of the matter—ice cream—being skewered, dabbing
the nose, dripping, and even being somewhat phallic that makes this a
most memorable design solution.
S W
Brilliant!
(Ray) Text
Job: 05-11966 Title: RP-Really Good Packaging Explained
#175 Dtp:221 Page:79
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.