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PR O D U C T DELADO Ice Cream
DE S I G N F I R M DFraile
LO C AT I O N Murcia, Spain
CL I E N T DELADO
B E
The cups: Lovely, simple idea; tasty, relevant, and unusual. The identity
builds successfully on the waffle texture whilst keeping this young and
fresh. The typography is reminiscent of digital language aesthetic, again
reinforcing the youthfulness of the overall brand without looking too tricksy.
The sky blue has all the right connotations of summer freshness, and the
punchy cyan is modern and eye-catching. Lastly, the fun and playful use of
the waffle texture enhances the branding through the images on the side,
simply and directly executed. They’re positively mood-enhancing.
M K
Offbeat, irreverent, and with an unmistakably sexual undertone, this makes
for a very avant-garde packaging design strategy. The graphic contrasts of
black-and-white photography, the textural image of the waffle cone, and
the use of positive and negative space against a visually stimulating neon
background combine to make original artwork. The typography mirroring
the grid of the waffle cone is simple, effective, and gives order to the overall
style. The waffle cone cups are fun and save calories, too. Against an
increasingly rational approach to design, this one breaks the mold.
S W
I’ve always loved the look, texture, and smell of waffle cones—I can almost
feel the tiny crevices in my hand and smell the freshly made cones. The
combination of black-and-white photography and the waffle pattern is a
funny, almost Dada-like presentation, although I don’t think the ice cream
on top of the cone is aptly handled. The waffle cups are very clever and look
tasty. The ice cream–cool blue background of the bag contrasts nicely with
the waffle-brown cone and black-and-white photos.
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food
PR O D U C T
Casa Loreto Olive Oil
DE S I G N F I R M The Partners
LO C AT I O N London, England
CL I E N T Casa Loreto
B E
Stunning. What is great about this design is that it breaks
out of the packaging: It’s gone from 2D to 3D through
a simple and well-executed idea that glamourizes and
glorifies the product in its simplest form. This would not
work on a cluttered, ill-considered design, but again, giving
the idea the space and platform to be the hero of this design
creates a beautiful and elegant bottle.
M K
I have never seen anything like this one. Beautiful, striking,
and truly original.
R W
The 3D drip naturally leads the eye from the sculptured
neck and shoulder, down the slender bottle structure, and
directly to the sophisticated logo on its distinctive black
label. This reminds me of the melting
wax closure of Maker’s Mark bourbon. The device not
only lends a beautiful visual and tactile experience, it will
become the core mnemonic by which consumers will
remember the brand.
S W
I’m speechless. Casa Loreto is stunningly beautiful. The
single gold droplet says it all. The simple black band
carrying all the information is astutely handled and has just
enough brand presence.
R W
Now what’s happended here? I fully appreciate seasonal
packaging and its need to appeal to a more festive and
celebratory experience, but this execution has downplayed
the brand essence so significantly that it could be anyone’s
product. As hand-crafted as the cut-paper illustrations
are, they lack the warmth of the organic bar and the
sophistication of the assortments. The retro typeface is
playful at the expense of being premium. The loud and
vibrating colors are festive at the expense of evoking a
chocolatey richness. The overall impression stands in direct
conflict with the remainder of the brand offerings. There’s a
way to balance seasonality with authenticity and this design
goes too far toward the former.
PR O D U C T Lake Champlain Chocolates - Winter
DE S I G N F I R M Optima Soulsight
LO C AT I O N Highland Park, IL
CL I E N T Lake Champlain Chocolates
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PR O D U C T Belly Bars 2
DE S I G N F I R M Sudduth Design Co.
LO C AT IO N Austin, TX
CL I E N T Nutrabella
B E
This doesn’t quite hit the mark with me; it ticks the boxes, yes, but it just
seems a little lackluster, overly pastel, and so expected. Again, I agree
there is an opportunity lost in the branding “B,” which could have been
amplifi ed somehow to make it more of a branding equity.
M K
Whimsical yet comforting for the mother-to-be. The “wallpaper” pattern,
pastel colors, curves, and gentle brand identity say “joyful.” The curved
white band conveys goodness and purity. The belly-button on the “B” is
a sweet touch. I would just like the stork to deliver the bundle in a less
random location and the secondary type to be integrated into the design
more effectively.
R W
Hey, hey, Mama! What a cute way to signal this unique brand concept.
The “pregnant B,” pastel colors, and baby’s-room background texture are
sweet, the banners and oval architecture somewhat distinct. While the
stork is a little juvenile, the fl avor names unimaginative, and the appetite
appeal severely lacking, the overall impression still fi ts the brand concept.
S W
This design is competent enough, but it’s all mother-to-be clichés: pastel
color palette, stork illustration, and generic background patterns. What is
appealing is the use of the “B” as the belly, which could have been more
interestingly rendered. With the proliferation of this type of design in the
baby and mother-to-be categories, I don’t think this adds a unique or
memorable voice.
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food
PR O D U C T
Crumb Foods
DE S I G N F I R M Folk Creative
LO C AT IO N London, England
CL I E N T Crumbs
B E
Crumbs! A nice spot of stacked retro typography, well
executed and consistently applied. The brand name lends
itself to a portion of tongue-in-cheek, so the humorous copy
lifts this, the design allowing it to be the hero. The thorough
and considered way in which this is applied makes
this range hold together powerfully. Using a simple color
palette to aid in flavor navigation also adds appetite and
creates a bold, punchy brand that follows through with
engaging copywriting.
M K
The shapes, colors, and typographic formatting in this
series of paperboard structures fit together like mosaic
tiles, creating the sense that the possibilities and choices
are endless. The letterforms become bold graphic blocks,
and type hierarchy, scale, and weight make this slab-
serif font communicate a friendly and approachable tone.
Designers are psychoartisans—they use design to effect
thought and action. This line is a prime example of
the excellent results that can be achieved with clear
marketing objectives.
PR O D U C T Delectable
DE S I G N F I R M Liquid Pixel Studio
LO C AT I O N Staten Island, NY
CL I E N T Delectable
M K
Impulse purchasing is a rather useful marketing tool and
in that regard, these colorfully sweet striped canisters
are definitely a strategic asset for a specialty café. It is
estimated that as much as eighty percent of candy and
sweets purchasing is unplanned; this eye-catching type
built from colored stripes and fluorescent caps ought to
attract some of those impulse buyers.
R W
Sure, this logo is almost impossible to read. Sure, there are
no visuals of the product inside to help drive appetite appeal
and assist in flavor differentiation. Yes, the colors are a bit
jarring, But just look at the impact this generates. Just feel
the spirit this brings the brand. This identity succeeds by
breaking the rules. Yes, it could only work for a precious
specialty product in a select retail environment, but from
purely a visual perspective, wow!
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PR O D U C T Gusto Cheeses
DE S I G N F I R M Pure Equator Ltd
LO C AT I O N Nottingham, England
CL I E N T Winterbotham Darby
B E
Nice idea here, pastiching the genre of cheese in its natural
packaging—rind. This evokes the language of fi ne cheeses,
of Italian delis, by simply emulating its authentic visual
language without fussing or overworking it. Moving the
product visuals to the side allows this to work to best effect,
and gives both a clear area rather than trying to shoe-horn
the two together (which probably would have ruined both.)
M K
The authentic stamps on Italian Parmigiano Reggiano
cheese rounds are regulated by an Italian consortium. It’s
branding at its origin. Thus there is an obvious logic to
its use on this grated form of the product that is also has
a subtle wit. The photography certainly adds validity and
appetite appeal but the sleeve would have been equally
successful with a continuation of the cheese-round concept.
PR O D U C T Marmite Guinness
DE S I G N F I R M Core
LO C AT IO N London, England
CL I E N T Unilever
B E
Well, love it or hate it, Marmite is an established treasure in
the branding world, and few dare to meddle with its almost
cultlike branding. So, tasked with combining this with yet
another Goliath of the brand arena, this design succeeds in
that you instantly know it’s Marmite, and it’s touched with
the unmistakably Guinness monochrome. I happen to know
it left the shelves at an alarming rate!
R W
As one who has not had a lifetime association with—or even
an awareness of—this brand (in fact, I’m not even sure what
this stuff is. Yeast extract??), I’m still struck by the brand’s
direct, in-your-face impact. Just check out the package
shape alone. The super-wide mouth and short, squatty,
almost circular shape is in itself a brand icon. Normally,
a food product seeks to generate appetite appeal. Not so
here. This is a stop sign for brand loyalists, and I bet those
who actually like yeast extract are attracted!
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