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pr o d u c t Nude Skincare
de s i g n F i r m Pearlfi sher
lo c at io n London, England
cl i e n t Nude Skincare
B e
The structure does all the hard work here, elegant and
pared back to its minimum, living up to its name. It’s almost
a shame there had to be so much on the front, but the soft,
sophisticated colors matched with the simplistic branding
make for a refi ned and delicate range.
m k
Smooth, sensuous, minimalist...what more is there to say?
(Perhaps, I wish they were wearing even less.)
r W
In generating shelf impact and relevant differentiation, you
have two choices: You can scream a common brand mes-
sage louder than anyone else, or you can whisper a new
story. Far from retreating on shelf, this identity stands out
and speaks loudly, almost without speaking at all. Refl ect-
ing its name, this architecture is stripped bare, allowing
the eye to appreciate the curves of its unique structure
and Mondrian logo. Running the supportive copy vertically
elongates the already-elegant cylinders. The stacked copy
on the square structures refl ects this structure’s geometry.
s W
My compliments to the designers in letting the structure be
the star. Just a small bit of type and of course the logo-
type that mimics the shape of the bottle—done. Pen-
cils down. Finished.
pr o d u c t Gage For Men
de s i g n F i r m Route 8 Design
lo c at i o n Louisville, KY
cl i e n t Gage For Men
m k
The beauty of this logogram is that it has the simplicity, ele-
gance, and classic style of an old-fashioned typewriter key.
With a whole generation of consumers who have never seen
a typewriter, this iconic image becomes fresh and original.
The lowercase character projects a very personal identity.
The white icons against the black circular closure with
white have the strength and intrinsic beauty of a hockey
puck. The clean organization of type on the label adds to a
design that is both recognizable and memorable.
r W
This concept is smart, masculine, sophisticated, fl exible,
adaptable, recognizable, and effective. I imagine if a
consumer had a great experience with one of these
products, the package would encourage him to try them
all—a fully matched, precision set. And you can’t ask
for anything more than that from your brand identity
architecture.
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pr o d u c t on10® Cosmetics
de s i g n F i r m Alternatives
lo c at i o n New York, NY
cl i e n t on10®
m k
Vintage design has enormous consumer impact when well utilized. The
graphic masters that helped shape early forms of mass communication
(Alphonse Mucha, Jules Cheret, among others) captured the zeitgeist
and culture of the times. This line replicates the essence of that appeal
with stylized typography, bold lithographic replicas, attention-grabbing
illustrations, and structures that add collectibility.
r W
What a delightfully kitsch repurposing of existing brand imagery! What
soft drinks have to do with cosmetics, I just cannot imagine. I’m concerned
that the on10 branding is almost an afterthought, a contemporary
“violator” forced onto the retro visual palette. I am curious to learn if
the Dr Pepper/7UP company has given permission for on10 to employ
their beautifully elaborate intellectual property. But as long as those
who own the visual assets have approved this (and are being adequately
compensated) and these visuals add value to both the soft drinks and the
cosmetics brands, then I’m all for it.
s W
This brand is competing in the same world as Benefit makeup and skin
care that has been smartly utilizing this retro-kitsch direction successfully
for many years. These designs as they are don’t seem to bring anything
new to the retro language of these brands. The addition of the black band
violator with the modern “on 10” logotype is distracting. In addition to
Benefit, there are numerous other companies taking this spin on beauty; is
there room for one more?
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pr o d u c t Herbal Supplements
de s i g n F i r m Turner Duckworth
lo c at io n London, England and San Francicso, CA
cl i e n t Superdrug Stores PLC
B e
Simple, fresh, elegant, and clean: The kaleidoscope lends
scientific cues, tying nicely into the concept of extracts;
they almost look microscopic. This serves to beautify the
ingredients and highlight the combinations of natural plants
in a gentle and delicate way. The white background allows
the ingredients to be fresh and vibrant, and the simple,
authoritative type keeps this grounded and believable.
m k
The symmetry of these beautiful herbs gently tumbling
around the package gives tension and allure to what could be
a fairly humdrum subject. An intelligent solution that visually
implies “scientific” with structural forms and “herbal”
with natural ingredients. I am intrigued by how the circular
repetition creates inner graphical forms. The clean, open
space and confident, modern, sans serif typeface add balance
and give the brand a vivid, positive image. A nice linking of
medicine, nature, and art.
r W
What are you to do when the product inherently ain’t so
pretty? Use this beautiful example and assemble the product
into an engaging kaleidoscopic presentation. This arresting
visual product array turns nondescript herbs into intriguing
patterns inside patterns. I love how the offset images bleed
from front to top and/or side panels, encouraging the viewer
to explore the entire package. This leaves the all-capital type
to communicate the straight story. Playful, nostalgic, and yet
sophisticated.
pr o d u c t Pomology
de s i g n F i r m Selikoff+Company, LLC
lo c at i o n West Orange, NJ
cl i e n t Pomology
B e
The genre tends toward hokey-pokey, overly chaotic design,
or super-functional and slightly scary, whereas this is
efficacious without being cold, and it has a touch of class.
Black-on-black varnishes and vibrant color punches in the
middle make this range cohesive and clear. The mass of
information has also been ordered in a clean and efficient
way that makes this easy to navigate, when there’s so much
to communicate, in a consistent and considered way.
m k
There is definitely a positive energy emanating from these
vibrant icons, pulsating from the black bottles. The subtle
matte varnish dots add liveliness to the black background.
The typography commands attention with the creative use
of gray and white to highlight specific text. This line should
be forceful on shelf.
s W
A beautiful color-coded system for a category of products
that is often confusing and aesthetically void. The logo
nicely communicates the pomegranate-based products but
it also exudes energy and vitality. That’s appropriate; as
the company adds more products, they won’t be restricted.
Highlighting key product attributes in bolder type works
well in this design. It gives it an easy, conversational ap-
proach rather than bullet-pointing the information, which
would feel cold. Even though this is a new product, it has a
confidence I would trust.
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pr o d u c t Amie Skincare
de s i g n F i r m Turner Duckworth
lo c at i o n London, England and San Francicso, CA
cl i e n t Beauty Buddy Ltd
B e
A charming naiveté, soft, flowery pastilles, and a fresh logo
color create a fresh and fun design. The illustrative style,
cute language, and lowercase logo all make for an ultra-
girly range that I’m sure hits the spot (no pun intended) with
the target market.
m k
This sweet, young, fresh brand identity is immediately
attractive, from the youthful characteristic of the “a “flipped
over to become the “e” to the heart-shaped flower. I
particularly like the message conveyed by the flower bud
energetically asserting itself. A nice definition of harmony:
“A pleasing effect produced by an arrangement of things,
parts, or colors.”
pr o d u c t Sainsbury’s Organic You Skincare
de s i g n F i r m Paul Cartwright Branding
lo c at i o n Ramsgate, England
cl i e n t Sainsbury’s PLC
B e
This is an archetypal own-brand design, with its simple
design that easily extends itself. The choice of imagery here
is key, and this soft, delicate floral shot exemplifies the
product benefits fittingly. The soft pastilles, combined with
this stylized imagery, lend this design an almost magical
quality that befits the category entirely.
m k
A dazzling demonstration of how the just-right photograph,
utilized well, can capture the soul of a brand. With this
use of duo-tone and the color gradient washing behind
the image, the design feels fresh and gentle, which is the
perfect message for this skin-care line. The type, scale, and
positioning, however, do not do justice to the imagery.
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m k
Lovely karma; this design has both body and soul. The signals this design
sends out are intriguing, playful, and paradoxical—the stillness of the black
and gold against the motion of the imagery and graphics. Lovely bottle
graphics, and the gold band adds a refined structural element. A fantastically
free-spirited solution except for the bottle cap that is a bit overwhelming.
r W
Much is expected of brand identity in the prestige fragrance category. Often
these graphics and structures must tell a richly compelling story evoking
a luxuriant experience that justifies the brand’s ultra-premium price point.
This identity does not disappoint. I do find the bottle’s gold and black to be a
bit matronly, the cap a bit heavy, and the overall impression perhaps just a
little dusty for a young, contemporary, urbane woman. But the outer carton
compensates with its light and dreamlike graphics.
s W
Wow! This package is a visual playground; in less adept hands, it could have
been a mess. The elements flow, jump, twirl, and spin around all sides of
the box and your eyes willingly dance along. It’s girly and pretty, and yet it
manages to be sophisticated. The burnished gold contrasted with the matte
black and sparkles of white is both modern and art deco. It feels like an
amazing night out with friends.
pr o d u c t Perfume package for Evening Edged in Gold
de s i g n F i r m Helena Seo Design
lo c at i o n Sunnyvale, CA
cl i e n t Ineke, LLC
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