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pr o d u c t CleanWell Hand Sanitizer
de s i g n F i r m PhilippeBecker
lo c at i o n San Francisco, CA
cl i e n t CleanWell
m k
This looks hygienic. I like the simplicity of the leaf mark
with the balance of the words “clean” and “well” and
the ownable, small leaf element. The typographical
hierarchy and efficacious white backdrop assert “safe,”
“straightforward,” and “effective.” The little stem growing
from the base of the wipes adds a friendly, approachable
touch.
s W
I love the crisp, clean, and direct logo. No swooshes or
gradients—yeah!! The intensity of the green against the
white, with highlights of yellow, says “clean.” It’s interesting
how the lids break through the logo, allowing the logo to be
as large as possible—this works since the containers are
oval.
pr o d u c t DermaQuest Collateral & Packaging
de s i g n F i r m Vyant
lo c at i o n Thousand Oaks, CA
cl i e n t DermaQuest
r W
A huge part of great packaging design is its ability to be
consistently leveraged to every brand touchpoint. As a
product’s primary branding tool (the one that consumers
engage first and far more often than any other),
packaging needs to be the cornerstone of an integrated
communications architecture. From the sell-in program,
to the media kits, to the Web presence, to the advertising,
merchandising, and sales promotion activities, the brand
must speak with one visual voice. Here is a nice attempt
at this synergy. I specifically like the asymmetrical die cut
of the media kit. It’s reflected as an icon on the ads and
website. I do miss it, though, on the primary and secondary
packaging. The cartons, for example, could have been
much more engaging if they also reflected this interesting
structural detail.
s W
This package is yet another skin-care line that isn’t raising
the bar on design within its category. It feels completely
comfortable and acceptable, but it is nice just the same. I
like the chemical structure to reference that this product
has been extensively researched and tested—it’s not just
another beauty product. This is reinforced by the clean type
and clear information hierarchy across the system.
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B e
Luxurious outer gift packaging: tactile black varnish on
black illustrative calligraphy, contrasted with the modern
typographic treatment of the descriptor. It makes for
a classy and refined pack that would certainly impress
potential buyers with a sense of discovery, luxury, and
indulgence. I particularly like the way the color and
illustrations on each product have been kept to the sides,
so that on opening the outer package you are presented
with a striking monochrome, and the color is a secondary
experience.
m k
I am always drawn to black-on-black spot-varnished
packaging, so this one is no exception. Although I wish
the lovely pen-and-ink–style script were mirrored on the
alphabet incorporated on the small inner structures, the
overall picture is aesthetically pleasing. Perhaps a bit
over-packaged, nonetheless the inner structures reflect an
upscale, artisan style.
pr o d u c t Ineke Deluxe Sample Collection Package
de s i g n F i r m Helena Seo Design
lo c at io n Sunnyvale, CA
cl i e n t Ineke, LLC
s W
These are lovely, from the matte black exterior box to the
scroll of brightly colored paper on the inside. The long,
telescoping, horizontal package and the extended type font
contrasted with the calligraphic alphabet in shiny black
foil elegantly scream sophistication and style. The single
letters “A–E” on the small boxes and vials are an interesting
method of identification. I wish the design of the small
boxes would either have been simplified or gone completely
over the top to complement the striking starkness of the
exterior sleeve.
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pr o d u c t Metropolis T-Ion Digital Iron Packaging
de s i g n F i r m Version-X Design
lo c at i o n Burbank, CA
cl i e n t Metropolis Technology
r W
It’s clearly the opening device of this pack that makes it most noteworthy.
I like how the inside of the front panel continues the branding message
and how the open carton acts as a stage to highlight the product inside it.
However, you don’t get that experience until you open the box. I wonder
if they could have eliminated the front panel, added a transparent blister,
and allowed the product itself to be the brand’s primary icon. In this age
of sustainability, this product seems over-packaged. What if the pack was
smaller and had an after-use as a carrying case while traveling?
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pr o d u c t Fair Trade Skin Care
de s i g n F i r m Emdoubleyu Design
lo c at i o n Vancouver, Canada
cl i e n t African Fair Trade Society
B e
The ethnicity of these products shows in the unique treatment of the imagery
and the rough, unhewn typography. It reminds me of stamp designs, a motif
which is echoed in the border on the type areas. The lack of a logo—using
only typography and the cream holding area—is brave and builds on the
locally produced, rustic, ethical pull for the consumer.
m k
The pinking-sheared, postage-stamp-edge label with the typewriter-chic
text communicates a discriminating and skillful handcraft. The Gauguin-like,
Impressionistic illustrations of figures in primitive settings make a personal
connection. I particularly like how the illustrations are not completely dense
but establish open space for the eye to rest. It feels both welcoming and
genuine.
r W
Hand-craftsmanship is a desired brand position, and authenticity is hard to
come by. The rudimentary fine-art paintings eloquently evoke an authentic
sense of place. The typewriter type style and cut-paper labels make it real.
The stock containers and caps are generic but most appropriate. You just
get the feeling that the artisan who creates these products is being directly
compensated, completing the Fair Trade mission.
s W
I first saw these as a consumer in a retail environment, and they screamed to
be picked up. So already it’s successful. The paintings have the character of
a color copy and an unusual hand-labeled quality that usually requires hand-
drawn typography. Instead, these find a fresh, honest way to communicate.
I believe there is passion behind this brand promise, not just a ploy to sell
more product. Plus, I’m a sucker for typewriter fonts.
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