really good packaging explained
homehome
homehome
gardengarden
gardengarden
homehome
garden
homehome
homehome
garden
homehome
“ This structure quite literally
creates the form of a house,
which is a perfect message
for this company.”
— Marianne Klimchuk, page 166
homehome
gardengarden
homehome
garden
homehome
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B e
This is fun and frivolous. It feels like it’s straight out of the
‘50s! It certainly has color and charm in a category that’s
normally dull and functional, with a logo that’s gloriously
rammed with color and movement. Let’s just hope the
weather holds! (Or is that for just us Brits...?)
r W
Admittedly there is a whole lot going on here, perhaps way
too much. The hyperactive logo mark; the animated, illus-
trated, and photographic images overlapping one another;
the multiple textures and colors are all a lot of visual noise
that on first blush can look rather—well—random. However,
there is an inherent spirit here that overrides the chatter.
It makes for a joyous brand experience that somehow is as
relevant for pool toys as it is for grills and tablecloths. I can
just imagine the backyard party.
M k
The header on the tablecloth packaging demonstrates the
true power of iconic imagery. These small graphics build
the brand, and it is purely through these carefully selected
images that the story is effectively imbedded into the
consumer’s mind. It’s important to note that the success of
this design is in the broad cultural meanings of the imagery.
Interesting, witty, and fun, but smart as well. Even the
mismatch of the tablecloth fabric pattern and the header
graphics works in a wacky retro style.
S W
I still remember this seasonal campaign in Target. The
logotype and the bright colors felt like summer. It translated
well from signage to packaging and on to products. The
color simplicity of the barbecue grills and the overall scale
of the package work well with the segmented, icon-based
graphics. These graphics add personality to an otherwise
common product. Unfortunately, the designs of the
tablecloths don’t have this same strength. They work when
you see them in the context of the full campaign, but as a
single package, the patterns and colors of the tablecloths
fight with the busy details and colors of the small labels.
This is always a challenge when you’re trying to create a
system for such a diversity of products and create an overall,
exciting seasonal theme.
pr o d u c t Random Acts Of Summer: Tablecloth
de S i g n F i r M Wink
lo c at i o n Minneapolis, MN
cl i e n t Target
pr o d u c t Random Acts Of Summer: Outdoor Grill
de S i g n F i r M Wink
lo c at i o n Minneapolis, MN
cl i e n t Target
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HOME & GARDEN
B e
I’m searching for the ACME logo and can’t seem to locate it! Glorious
indulgence in 1950s horror-movie pastiche, even down to the claims of the
subsidiary copy (“They said it couldn’t be done!”) and the gratuitous use of
puns. Laudable, tongue-in-cheek creativity in a category usually festooned
with scientific language and dull imagery. The typography seems rather
hastily and haphazardly applied, however. With more time, I’m sure this
could have been considered to better effect.
r W
Wowey, Zowie, Batman! Marvel Comics meet pulp fiction in this whimsi-
cal look at a serious concern. The vivid graphics and in-your-face font and
color palettes generate immediate impact, even if the package is cluttered
with way too much copy. The Little Shop of Horrors plant icon is balanced
on the side panel with photographic representations of the real thing. Over-
all, this is just a lot of fun in an overtly serious (read, “boring”)
product category.
S W
This would immediately catch your eye in a busy retail environment, but
then what? The parody is apparent, but the overall design lacks the finesse
of the details. The spooky, hovering type is a clunky, disjointed element.
The woman’s hand is almost as scary as the poison ivy itself. The bulleted,
right-justified text is awkward to read, especially as there is so much of it.
Given the one-week window, this is a good start, but with a little more time
it could be fantastic.
pr o d u c t Poison Ivy Home Removal Kit
de S i g n F i r M YOE! Studio
lo c at i o n Peekskill, NY
cl i e n t Poison Ivy Removal
Poison Ivy Removal needed an attention-grab-
bing mockup for a trade show. This packaging
was conceived, designed, and created in
one week.
!!!
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