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PR O D U C T
Guston Cake Mixes
DE S I G N F I R M Pure Equator Ltd
LO C AT IO N Nottingham, England
CL I E N T Winterbotham Darby
M K
The shiny, vanilla-colored, fl exible pouches ooze a rich-
batter personality, while the visual language of the
photography adds to the evocation of the delectable
results of the product. Well-styled product photography is
an art form. As exemplifi ed in this image, the perception
of taste, aroma, and even the environmental appeal are
subconsciously altered by great photography. The label
colors are appetizing and stylish and effectively project
the communication hierarchy. This is an example of how
the consistent design format allows room for typographic
fl exibility. Consumers appreciate slight variations in product
lines, as it feels slightly less stock–design formula.
R W
I like the addition of the editorial preparation photography
to this traditional, type-driven design architecture. One of
the challenges of right-and-left-justifi ed type block is that
words of different lengths will have different emphasis in
the communication hierarchy. For example, the generic
product name “CAKE MIX” has more strength than the more
important “VICTORIA SPONGE” fl avor variant. I do like the
drop-down brand logo and the gusset-bottomed pouch with
its natural-colored substrate.
PR O D U C T Halvors Tradisjonsfisk
DE S I G N F I R M Tank Design
LO C AT I O N Tromsoe, Norway
CL I E N T Halvors Tradisjonsfi sk
B E
A truly elegant pack. The simple structure makes it
instantly recognizable and ownable, and doubles up neatly
to divide the design elements. High-contrast marine
imagery in crisp monochrome makes it feel modern,
beautiful, timeless. The front continues this clean design
with its vast white space, minimal branding (the crafted
logo lends gravitas alone) and utilitarian, informative
feel—almost editorial. It feels authentically fresh, stark and
crisp—perfect for the product’s Arctic provenance.
M K
The atmosphere set by the black-and-white snowy
mountains/icy water imagery establishes the product’s
origin and freshness. There must be a cultural connotation
to the humorous image of fi sh tails that is, sadly, lost
in translation. Nonetheless, the typographic sensitivity,
uncluttered layout, and innovative structure build a
handsome line.
R W
This unique carton shape forces the consumer to consider
the side panel as a complement to the simple, direct front.
The high-contrast black-and-white photo of the Arctic Sea
feels so very cold and so very remote that it adds a premium
freshness to the brand experience. The product window and
clear, straightforward fl avor designator are effective, but
could there have perhaps been different photo images to
evoke the same Arctic source while differentiating between
fi sh types?
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PR O D U C T
Flours and Baked Goods
DE S I G N F I R M Buddy
LO C AT IO N London, England
CL I E N T The Cornish Mill & Bakehouse
B E
Handsome, striking, and clever, this works brilliantly as a
range because of its flexibility. The choice of typeface adds
seriousness, while the communication at times is quite
witty. The clever use of the Cornish flag to communicate
each product message is a lovely idea, and the stark
monochrome makes it premium, strong, and iconic.
M K
Buddy has created a visually stunning design solution that
is both strong and simple. How fortunate to have the ideal
icon, infused with so much symbolism and meaning, at the
disposal of the design. The typeface, with its delicate serifs
yet uppercase setting reads “time-honored.” The scale and
positioning of the elements rest perfectly within the slightly
decorative sphere. The white cross functions cleverly as an
ideogram and, when used to combine simple phrases, is
very special. With the many structures and materials,
the black and white palette serves well to tie the line
together. The result is a solution that feels classic and yet
strikingly modern.
R W
Stripping back all the nonessentials is often a great
strategy, and this design system takes that strategy to
the extreme, living on color + icon alone! Design is, and
perhaps should always be, polarizing. The stark contrast
that inspires me about this design may, to someone else,
seem funereal and morbid. That’s okay. While this identity
probably works well in specialty shops, it will obviously
require a lot more information in the mass class of trade.
Adding more stuff to this architecture might ruin it, and
therefore the system may be a bit limiting. However, the
design aptly fits its market, and I’m sure it leaves a lasting
impression.
S W
Handsome and smart: What more could you want?
It’s perfect!
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PR O D U C T Jordans Cereals
DE S I G N F I R M Pearlfisher
LO C AT I O N London, England
CL I E N T Jordans
B E
It’s refreshing to see a new trend that pares the brand right
down to the basics, the Jordans logo almost stamped onto
a simple, rustic yet modern, illustrative pack. A full third
of the pack is actually dedicated to the logo, which makes
this a powerfully recognizable brand without allowing the
logo to overwhelm the pack. Creating provenance through
the heritage silhouette brings a believability to what could
feel stark. The carefully designed type around the window
adds a sense of care, and the product reveal reassures
consumers. This no-nonsense, straight-talking pack clearly
differentiates with color and simplicity, but its lack of depth
may compromise its longevity.
M K
Visual contrast lends bold richness to this design. The use
of illustration, photography, and actual product in a window;
the white background breaking to a solid color; the black
arced stencil type and the bold sans serif typefaces; text
positioned centered, flush left, justified, rag right, and even
curved; and an open top layout opposite a full bottom make
for a knockout strategy. The intensity of this design that
makes me want to fully participate in the experience.
PR O D U C T MAISE
DE S I G N F I R M Diseño Dos Asociados
LO C AT I O N San Andrés Cholula, Mexico
CL I E N T MAISE
M K
The cultural legacy of this brand identity is beautifully
executed. The colors and the design elements convey
authenticity with a modern ambiance and visually establish
this tortilleria as a fashionable gourmet destination. The
use of unbleached paper expresses a place that is sensitive
to the environment and to the past. The simple and clever
use of tints and drop-out type make the design appear to be
more than a two-color job.
R W
I have to agree with the prior comments: A perfect balance
of authenticity and contemporaneity. To me, it’s also the
unexpected contrasts that make this identity notable. The
octagonal shape of the pack structure is nicely contrasted
by the striped pattern. The somewhat heavy-handed brand
logo and icon are nicely married to the hand-scripted
typeface. The earthy textures are an unexpected match to
the fresh, vibrant colors. Both premium and approachable.
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PR O D U C T
Bangras
DE S I G N F I R M The Partners
LO C AT I O N London, England
CL I E N T Mr Singh’s Bangras
B E
This is a by-the-book example of how to elevate the product to the most
special-looking sausage this world has seen! Starkly shot on a black
background, this is classic dramatic photography made punchy and
fresh by the contemporary colors in the logo and top face that aid flavor
navigation. This bucks the genre with gusto; it’s bold and manages to look
tasty and premium. The nice little touch however, is the grilled henna
patterns that differentiate and add a touch of authenticity.
M K
There is a world of people addicted to ink that would drool over this
product. I have to admit it’s an incredibly fascinating concept. Its positioning
as the smokin’ hero on a silver fork is perhaps an understatement; against
a stark background, this is hot!
R W
Straightforward and super-premium—a heroic presentation of the product.
I was originally interested by the henna pattern on the product itself,
assuming it was applied in retouching specifically for the packaging and
flavor differentiation. Now knowing that these graphics are actually applied
to the sausages, I’m not quite sure how I feel about the product. I’m not
sure I want printed graphics on my food, edible ink or not. Still, the identity
is noteworthy.
Sold in Great Britian, Mr. Singh’s Bangras
are literally the product and the packaging.
Each sausage has a henna pattern, specific to
the flavor, which is applied using a food grade
polypropylene stamp and natural, edible ink.
!!!
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