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The flexibility created by using a semi-circle of color and content against
black instantly pulls this vast, colorful, and vibrant range together. With
a few lovely little thoughts thrown in for good measure, it works a treat!
Who’d have thought fabric dye could look so glamorous?
M k
Call me odd, but this line evokes a very Zen, sensory experience. If we
had these beautiful designs here in the U.S., we would all be dyeing our
clothes! These boxes could have a second life as tools to teach school
children colors and the names of objects, and to stir their creative juices. A
striking design!
r W
I thought that fabric dye kits went the way of my old Grateful Dead T-shirts.
Here the artisan is reintroduced to fabric dyes in a sophisticated and
attractive way. The black background is a nice contrast for all product
colors, making them strong and vibrant. I love how the colors are
represented as natural items, encouraging creative self-expression that’s a
far cry from my old tie-dyed tees.
S W
Due to the way this was submitted, it’s difficult to assess the overall
package form and material. But it’s refreshing to see the chic update on
this very outdated category. The color-cued imagery consistently coming
in from the left on the black background makes a very handsome system.
I especially appreciate the somewhat obscure color-referenced imagery; it
gives the brand depth and an international scope. The color dot inside
the “O
”
of “DYLON
”
clarifies any confusion over the exact color. This is a
stunning system.
pr o d u c t DYLON Fabric Dyes
de S i g n F i r M Coley Porter Bell
lo c at i o n London, England
cl i e n t DYLON International
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Nice, simple idea, elegantly executed, no frills or fuss, just
a clear and cohesive range that does what it says on the tin.
Works a treat.
M k
Turner Duckworth does it again! A concept that seems
so obvious yet is stunningly original. The name matches
the design—there are no imperfections here. The design
projects a confident assurance that the product will make
any paint job successful. There is a quality to the finish on
the label that is simply magnetic—I want to reach out and
touch it (ah, the temptation of touching paint that has not
dried!). Impeccable.
r W
Make the product the hero.” As a designer, you hear this
again and again as a key objective, and yet it is often a
difficult thing to do well. This strategy is worth imitating.
The huge product swatch boldly signals the product color
and finish. The matte black background allows every color
(except black, perhaps) to shine. Owning the brush as a
brand mnemonic is a brilliant coup, making the process of
painting more tangible and appropriate for do-it-yourselfers
and pros alike. The silver area that holds the logo creates a
strong brand billboard at retail. The system transfers well
to smaller sizes. For all these reasons and more, this is one
of my candidates for best in class.
pr o d u c t Flawless Paint
de S i g n F i r M Turner Duckworth
lo c at i o n London, England and San Francisco, CA
cl i e n t Homebase, Ltd.
S W
Is it possible? Finally, an answer to everyone’s painting
nightmares? Gone are the stacks of dusty paint cans
in a storage room with obscure names and no clue as
to the actual color. This is brilliant. The graphics are
iconographically simple and sophisticated. From the elegant
typography and straightforward information hierarchy to
the simple, flat, colored paint shape on the brush, this is a
timeless, flawless package design.
“
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I think I may be missing something; this leaves me a little nonplussed. It’s
strong and clear however, and the simplicity of it certainly means you won’t
be missing the brand identity!
M k
An uncomplicated yet memorable brand identity design. There is a wonder-
ful subtlety in the visual of the brand floating above the grass and the sense
of bliss it conveys. The feeling of great happiness when this box is delivered
at your doorstep is a clear message. I can imagine my own exclamation—
Aahhh!
—upon delivery, so I love that the design captures that expression.
r W
I am enamored with this design strategy for two prime reasons. First, I love
the iconic “b
”
and leaf as an example of what P&G calls an “extractable
branding unit,” a design element that can be extracted and used in any
consumer touchpoint. Second, I also am a fan of graphics that wrap around
the pack, encouraging consumers to further explore the full 360-degree ex-
perience. This wraparound logo works only because this package does not
have to meet the rigors of the shelf environment; otherwise it would have
told only half the brand story. Last, I like how the package “talks.” Adding
the quote, “I contain live plants. Please keep me upright” gives the brand a
personality and charm that completes the experience.
S W
This box makes me smile. I would be happy to see the courier drop this off
at my door. It’s perfect. The client should give the designers a hug, and so
should the mail couriers.
pr o d u c t Bloomscape
de S i g n F i r M People Design Inc
lo c at i o n Grand Rapids, MI
cl i e n t Bloomscape
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Again, a lovely idea: Bringing the outdoors in by combining the product
activity with natural elements in a simple way that works well across the
range. The fresh, light colors and simple, clear information unit make for a
refreshingly upbeat and quite delicate brand feel. I’m particularly relieved
to see a total lack of bubbles, sparkles, swooshes, or ingredients; now
that’s cleaning up the category!
M k
There’s a little bit of René Magritte in these stunning concepts. I prefer
the transporting color, imagery, and fade of the dishwasher, fresh laundry,
and soft fabric packaging, their sense of illusion. One can practically smell
these products. Such a smart concept—why shouldn’t consumers feel like
they are on holiday as they clean? This fresh, inviting line defi nitely has a
competitive advantage.
r W
Light and breezy. This is the immediate impression created by this effective
identity. The translucent substrate allows just enough of the light-colored
product to show through. The understated graphics and wispy illustration
generate a soft-to-the-touch perception that makes this brand stand out in
contrast to its bold competition.
S W
This package design is a refreshing solution for an environmentally
kind product. It gives cleaning-category cues yet manages to avoid the
swooshes and tornado graphic treatments around the cleaning aisle. The
color and imagery palette is lovely, and I trust these products smell as
fresh and clean as they look. Given the variety of products in the category,
the amount of content can vary greatly, and the information is laid out so
that there is adequate fl exibility amongst all the products, yet it maintains a
strong, consistent format.
pr o d u c t Get Clean
de S i g n F i r M Turner Duckworth
lo c at io n London, England and San Francisco, CA
cl i e n t Shaklee
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The rounded bottle and elegant neck, the translucent fi lm
label, even the brand name all borrow from the conventions
of the high-end personal fragrance category and still make
this brand most relevant for your home. I love the illustrated
patterns and how they work with the colors to differentiate
fragrances. I like the matte silver cap and the brand name
running vertically to even further elongate the elegant neck.
The controlled copy completes the experience.
pr o d u c t Home Fragrance
de S i g n F i r M lg2boutique
lo c at i o n Montreal, Canada
cl i e n t Fruits & Passion
B e
Harrods is usually so archaic and decorative in its design,
so these are refreshingly modern in the macro photographic
black-and-white style. It defi nitely speaks volumes about
the softness and quality of the product.
M k
Feather teasers tickle and excite, and this subliminal
allusion does just that. There is nothing like climbing into
bed and pulling up a luxurious down duvet. The artful,
high-contrast, perfectly cropped photography sensuously
captures the attention and brings the viewer into a distinctly
ephemeral experience. The beauty of each image is in the
way it conveys lightness. Of course, the front-and-center
brand identity speaks volumes, but I kind of wish it didn’t
obstruct my view so much.
S W
This redesigned luxury packaging befi ts its luxury retailer.
The ethereal black-and-white photography says just enough
to suggest the various grades and fabric content of the
duvets. The central placement of the logo and the center-
stacked type give the packages an elegant fi nish.
pr o d u c t Harrods Duvet Packaging
de S i g n F i r M Paul Cartwright Branding
lo c at io n Ramsgate, England
cl i e n t Harrods
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