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PR O D U C T Little Bug Baby Food
DE S I G N F I R M Brand Engine
LO C AT I O N Sausalito, CA
CL I E N T Little Bug, Inc.
M K
There is something so pure about this design—the name,
the simplicity, the colors—I just wish I had a better idea of
what is inside the box.
S W
This is sweet without all the syrupy clichés of baby
products. There are small clues that this is a product for
babies: the type treatment, the tiny ladybug, and of course
the name. The wrap-around label has a bold impact at
retail and appears to also serve as the “tamper evident”
seal. I would be tempted to give this a try myself; I wonder if
strained peas would tempt me as well.
B E
These are almost identical to the Minale Tattersfield olive
oils of the 1970s, and it’s true that a good idea is timeless,
as this pack demonstrates. I like the way the top of the label
dips in sympathetically, enhancing the drop movement.
M K
The brand mark goes beyond establishing immediate
visual equity for this product; it creates a stunning
sensory experience. Not sure about the color-coding or
typographical hierarchy, but the die cut is really special.
R W
I simply can’t take my eyes off this icon; it’s literally a stop
sign–like visual vampire that just steals your attention.
In addition to the unmistakable drop, the die-cut wave
interrupts the top of the label. My obvious concern is that
the dark bottle color makes the drop look more like crude
oil than anything I’d want to consume. I imagine that the
design firm explored lighter, more natural-colored glass
which would have assisted in flavor differentiation and
added much-needed appetite appeal. Regardless, this is a
most impressive solution, which would have been complete
if they could only have modified the Clearspring logo to
match it!
PR O D U C T Clearspring Organic Oils
DE S I G N F I R M Mayday
LO C AT I O N London, England
CL I E N T Clearspring
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food
PR O D U C T
Waitrose Cheese
DE S I G N F I R M Lewis Moberly
LO C AT I O N London, England
CL I E N T Waitrose Ltd.
B E
I really like this simplicity. As an own-label range these are easy to spot,
refreshingly simple, and have a vibrant color range, all on a white canvas to
let them breathe. Keeping the type in a considered, condensed block keeps
the design clean and uncluttered, nicely highlighted by the country shapes.
It’s also interesting to easily see where each variant originates, which I’m
sure hooks the cheese enthusiasts. Cracking!
M K
This approach is modern and original in a product category that can be
either intimidatingly stuffy or dumbed down. The way each white, waxed
paper–wrapped cheese expresses its locality is informative and intriguing.
The justifi ed text using weights, scale, and point size, layered on top of
tinted silhouettes of the country with transparent, full-color dots to show
the specifi c point of origin is striking. The visual and verbal information
are literally layered and scaled so that the perception of depth creates
informational hierarchy. The Waitrose logo, positioned in a different
place on each design, makes a bold statement by a brand confi dent of its
positioning.
S W
I love this solution. The butcher-paper wrap conjures up a purchase from
a local cheese shop. The fl avor-descriptive copy guides the non-cheese
expert—again as if you were in a cheese shop with the head cheese-maker
lovingly describing the piece of cheese he’s just wrapped up for you. The
beautiful color of each package has a stunning retail presence. The system
of defi ning the cheese-making province is brilliant. This is worlds apart
from cheese in plastic wrap.
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