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pr o d u c t Fruitée Gift Set
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
r W
Giftability is a key purchase incentive for high-end personal
indulgence products. Here, the client made a significant
investment in the tooled leather carrying case. And the
design team made the most of this investment by keeping
the branding on a removable banner. Counterposing the
base line of “Orange” and “Cantaloup” and flushing both
words off the top of the type unit is a smart way to address a
rather long brand name. The involving background pattern
and effervescent colors are nicely leveraged from the brand
banner to the shrink seal on bottle tops to complete the
visually refreshing experience.
s W
The removable label on this boxed set is a definite added
value to this giftable set. The intense orange case is lovely
and would catch your eye from across the store. Its mixed
orientation of the fragrance copy is interesting and works
unexpectedly well—I’m not exactly sure why this was done,
but I like it. The gold background of the wrap helps to give
the other colors a celebratory feel which would have a
tendency to look summery rather than Christmas. Overall,
the colors are bit heavy for my taste—I associate the heavy
color with heavily fragranced products.
pr o d u c t Lizhara
de s i g n F i r m Tridimage
lo c at i o n Buenos Aires, Argentina
cl i e n t Laboratorios Firenze
m k
I believe a customized form of the masterfully crafted
typeface Didot is used for many magazine mastheads. This
skin-care line clearly leverages the cues from the fashion
world to establish a high-style personality for the brand.
r W
There is often a fine line between the therapeutic skin-
care category and prestige fragrances and cosmetics.
They share the same place on a woman’s vanity; why can’t
they be inspired by the same aesthetic principles? This
well-considered logotype seems borrowed from the image-
driven cosmetics or even the high-fashion category. The
brand name itself, Lizhara, also has, for me, cosmetics/
fragrance overtones. A well-designed logo is really all that
is required. Anything else would have been superfluous.
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HEALTH & BEAUTY
pr o d u c t
CND Liquid Starter Pack
de s i g n F i r m MiresBall
lo c at i o n San Diego, CA
cl i e n t CND
B e
This looks straight off the catwalk, and the unusual way in which the
imagery has been masked off makes for a contemporary design that’s
colorful and fresh. I would have liked to have seen different shots across
the variants, but they certainly hold strong as a range.
m k
What could have been a fairly straightforward concept of photography and
color-coding is significantly enhanced by the inventive application of a tile
grid. The idea of putting the pieces together with this starter pack is subtly
communicated and creates a nice opening for well-formatted typography.
Her eyes, well-hidden by the shadows, redirect the focus and enable the
viewer to check out her other striking features. The fashion-forward color
palette adds to the positioning.
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pr o d u c t me
de s i g n F i r m united* dsn
lo c at i o n New York, NY
cl i e n t {me}zhgan
B e
Elegant brand mark here, feminine, a little idea in the twist,
with a crafted and modern feel.
r W
This identity transcends all its applications. From the outer
carton to the tin to the product inscription—even to the
inside of the carton—the unifying brand color and texture
both work well across all consumer touchpoints. The brand
emblem, with its playful capital and lowercase typefaces,
is equally appealing. I like how the naming architecture
calls out each brand feature and attributes it directly to the
consumer’s every mood—flawless me, glowing me, sultry
me. I specifically like how the {me} is set apart by brackets,
drawing even more attention to the user. After all, at the
end of the day, it really is all about me.
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HEALTH & BEAUTY
pr o d u c t
Sainsbury’s Active Naturals Toiletries
de s i g n F i r m Paul Cartwright Branding
lo c at io n Ramsgate, England
cl i e n t Sainsbury’s PLC
B e
This certainly borrows from the food market to create
an almost edible sense of ingredients, amplified by the really
narrow-depth photography on the fresh white background.
The silver caps top it off with a credibly luxuriant finish, and
the super-simple range descriptors work without distracting.
m k
When close-up product photography is perfectly stylized and
the image fades softly into a white background, the results
are pure and crisp. Although this is a well-established
aesthetic, its use in this design feels authentic and grabs
consumer attention. Straightforward type, colors that you can
practically smell—what else is there?
r W
This design system is simply delectable. Taking its cues from
the fresh-food category, the luscious ingredient photography
most certainly delivers the fragrance message. Stripping
everything else back to just the simple essentials allows the
one visual element to shine. Of course, this requires that all
the ingredients are in fact attractive to look at. I have a little
trouble reading the Olive & Bamboo type. The photo could
have blended to white much sooner so as to be readable and
consistent with the other fragrances.
s W
I want to eat these. This information hierarchy is surprisingly
simple and pared down. The controlled color of the
photographs helps to unify the packages yet clearly define
the fragrance.
pr o d u c t Pout Plump: Gold Glitz
de s i g n F i r m Wrapology
lo c at i o n London, England
cl i e n t Pout
B e
Marvelous idea here: Plumped lips demand a plumped
packaging solution! It’s rather extravagant but adds a play-
ful and highly original branded feel. The graphics seem a
little like an afterthought, just replicating the illustrations
on the inner product, but the overall result is an enjoyably
girly, cheeky pack that makes me smile.
m k
Risqué. Black lace, gold glitter, and accenting graphic de-
vices that take their cues from sexy lingerie certainly form a
subconscious stimulus. A bit overdone and over-packaged,
but fits the target market. The plump packaging serves well
in subliminal seduction. The totality of this design shouts of
a product that is ready for action.
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pr o d u c t Natura Dermatology JAM Product Line
de s i g n F i r m Pumpkinfi sh
lo c at io n Ft. Lauderdale, FL
cl i e n t Natura Dermatology
B e
This design plays to all the norms of the category: minimal,
utilitarian graphics; slick, refi ned structure; fi nishing to the
hilt, but I somehow like the way these look like pure bars
of aluminum. They are so utilitarian they wouldn’t be out of
place on a building site, and the combination of shiny versus
brushed aluminum has been handled quite effectively here.
Not sure if I would like to smear Skin Jam on me, however...
but I’m sure this appeals to a metrosexual male market
that retains an element of rawness I rather admire.
r W
The warning with a highly refl ective substrate is that it will
pick up the ambient light and color of its environment. Put it
next to a pink package and it will look pink. Put it anywhere
but on the topmost shelf and it will look dark and dreary
and lose all its luster. As a result, designers often use high-
gloss metallics only in very careful measure. Not this time!
Damn the torpedos. This brand makes a statement as bold
and brash as its in-your-face names. I’m not so sure what I
am to do with Neck Jam (kinda sounds like a rugby injury)
but then again, nothing is as sexy as confi dence, and this
brand abounds with it.
pr o d u c t Sanity Package
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 Sanity
m k
A challenging category, but this design is resolved so well
that it raises the bar. This line has all the right elements:
comforting color hues, confi dent yet approachable brand
identity, subtle graphic elements that communicate quality
(the stitching), reassurance (the photographic imagery),
and personal (the small icons). There is a soft subtlety to
this design. The attention to detail, down to the rounded-
cornered die-cut window, works well to present a quality
product. A creative, uncomplicated, and beautifully harmo-
nious design strategy.
r W
The angels are in the details and this identity has them.
In addition to the supple forms and the approachable
photography, I specifi cally like the natural, nongeometric,
organic blue brand icon and how its soft dimensionality is
highlighted by the die cut. I like the three off-white icons
at the very bottom and how they reinforce each product’s
target audience. I am curious why the hot–water bottle does
not follow the architecture with the human touch that the
beautiful people-photography brings—an important detail
that the angels may have overlooked.
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