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M k
I am mesmerized by this meneragie of paperboard wine
canisters. Each one has a uniquely strong presence, yet as
a collection they work harmoniously. They have a decorator
style of modernistic interior wallpapers that makes them
sophisticated, chic, and giftworthy.
r W
Traditionally, the wine category aesthetic has been so fussy
and crafty, and—well—traditional. I love the irreverent
vitality this identity brings to the wine-drinking and wine-
gifting experience. Elegant without being boring or borish,
these tubes and the wine labels within them represent a
bold new statement. While this identity may disengage wine
snobs, it certainly speaks to a new generation of visual and
vinacious enthusiasts.
S W
These wine bottle tubes have amazing impact en masse.
Individually, I definitely gravitate to some more than to
others, as it should be. I love how the “das comptoir”
logotype has been dissected, enlarged, repeated, and
manipulated to make several of the stunning patterns. The
color combinations are interesting and fresh. It would be
fun to give (and even better to receive) this wine package as
a housewarming gift.
pr o d u c t das comptoir Wine Bottle Tubes
de S i g n F i r M A. Egger, J.J. Lamut, B. Mayer
lo c at i o n Vienna, Austria
cl i e n t das comptoir
r W
What an elegantly sophisticated way to approach a low-/
no involvement product category. The octagonal pack
shape and its inset closures immediately signal something
special. The smart type and descriptive icons contrast nicely
against the natural textured background. The overall im-
pression is one of a high-end gift! Not only does this identity
add interest and value, it elevates a mundane product into a
branded experience.
S W
The product is beautiful, almost sculptural, and I applaud
the designers for letting the texture of the product become a
major part of the package design. The overprint of bold red
reads well on top of the photographic pattern. The modular
placement of 251 and illustrations demonstrating the sug-
gested uses makes the product work from all eight sides. I
would love to see these lined up to see the movement.
pr o d u c t Firelighters 251 degrees
de S i g n F i r M See7
lo c at io n Konstanz, Germany
cl i e n t Lindner AG / Switzerland
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M k
Lemongrass, with its long, fl uid lines and vivid green hue,
makes for an effective textural pattern. Its use in this line of
kitchen products projects the fresh, healthy, green lifestyle
that the guru of healthy lifestyle, Andrew Weil, promotes.
r W
This design architecture resisted the temptation to “sell the
sizzle” by emphasizing the end result of beautiful, healthy
food. Rather, the product becomes the hero here, along with
the heroic image of Dr. Weil. The clean, simple lines of the
cookware designs are refl ected in the clarity and simplicity
of this identity. I am interested to see how well the natural
green texture works both horizontally and vertically. Even
though it is not always in the same staging area on all
packages, it holds this line of very different package shapes
together as a brand.
pr o d u c t Dr. Weil Cookware By Spring
de S i g n F i r M FAI Design Group
lo c at io n Irvington, NY
cl i e n t Dr. Weil Spring
B e
A witty idea, simply executed with understated charm. The
uncluttered nature of the design draws your eye to the
idea, and the copy does its job in a simple and unobtrusive
manner, leaving you with a smile and a pampered kitty!
M k
Simply purrrrrrfect!
r W
A design so simply effective that one more element would
be superfl uous—and would detract from the premium
and intuitive brand message. Imagine the client shrieking,
“But we just have to make the odor-fi ghting message
larger!” Nope. Doing so would just disrupt the balance
and denigrate the brand. Nice work! But perhaps it could
be even nicer with a resealable bag. Ever knocked over an
opened bag of litter? It’s a cat-astrophe.
S W
I’m becoming very irritated with Turner Duckworth. They
can even make kitty litter look amazing; what will they
package next? The idea of a cat-door plaque (like the
generic men/women bathroom plaques) is hilarious. And
this is perfectly executed, with just enough personality
in the cat to make it cute. The typography is handled in a
straightforward manner, letting the icon do all the work.
pr o d u c t Fullers Earth Cat Litter
de S i g n F i r M Turner Duckworth
lo c at i o n London, England & San Francisco, CA
cl i e n t Waitrose Ltd.
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r W
I’m actually a fan of the drop icon inside the logo, the
oversized drop on the toners, and the angled paper
geometry of the paper packaging. I like the use of color
on the side, bottom, and front panels, immediately
differentiating between ink products. I like the use of green
on the paper, connoting sustainability. I also like how all
ancillary type is controlled within one area so as to keep the
rest of the identity open and simple.
S W
I love Epson; I am very brand-loyal. Although I think this
package design is really good, I don’t think it quite lives up
to my expectations of Epson. The new logo has strength
and clearly communicates ink-jet printing. This is a product
that lends itself to color-coding of all products, starting of
course with the CMYK ink cartridges—the logo’s ink droplet
does this well.
pr o d u c t Epson (redesign of logotype, ink, and paper packaging)
de S i g n F i r M Nicole Splater
lo c at i o n Thousand Oaks, CA
cl i e n t Epson
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M k
Maybe a bit novel, but that’s its irresistible appeal. This
is a clever way to create a tourist gift market for a non-
food-related product, and it fi ts perfectly within a retail
establishment that is all about fresh, quality food. The
monochromatic color palette keeps it fashionable.
S W
Yes, we’ve all seen the vernacular of meat packaging used
in many applications in the last few years, but I can’t help
it—I like this! The folding of the T-shirt to reveal “FOODIE”
is funny and makes a great gift purchase. The packaging
is elevated, albeit only slightly, by keeping a strict black-
and-white color palette, which works well for the nutrition-
panelesque branding.
pr o d u c t Guido’s “Foodie” T-Shirts
de S i g n F i r M Studio Two
lo c at io n Lenox, MA
cl i e n t Guido’s Fresh Marketplace
M k
When a product originates from a company recognized for
producing modern classic designs—Herman Miller, for
example—the packaging must simply and skillfully address
the same aesthetic. This package has a somewhat 1950s
design aesthetic. Alexander Calder’s wire-frame portraits
and other modern classics may have inspired this whimsical
and clever approach. The simple line art and fl at use of
color establish a classic, artistic, interpersonal connection
between the viewer and the package. The fl uidity of the
line—the way in which it brings the eye around each panel
and connects the story of the person and their product—is
effectively executed.
S W
I am always intrigued and gratifi ed by Felix Sockwell’s
illustrations, and this is one more good example of how
a single well-executed line can convey an immediate
personality. The line fl owing from one colored panel to the
next, and matching up from package to package, makes me
want to pick this up and explore it. I can imagine it would be
stunning when merchandised.
pr o d u c t Herman Miller C2
de S i g n F i r M felix sockwell, Inc
lo c at i o n Maplewood, NJ
cl i e n t Herman Miller
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Hey, you’ve gotta admire the balls of this design, with such an innovative
structure built around a simple idea. I’m not sure how they’re sealed, but
what a great way to package your undies! I particularly like the details
of the turn-ups, and the flexibility to carry the charity’s identity and logo
through the design of the pants. This is fun, frivolous, and so amusing. It’s
nice to see paper engineering for something so different, and I’m sure it
will fly off the shelves.
r W
Packaging and product design need to lead—if not closely follow—trend,
specifically in the ever-changing, hyper-kinetic fashion category. So
now that it’s a fashion statement to wear one’s underpants well up over
one’s jeans, the waistband is suddenly self-defining. And underwear now
makes a political and cause-marketing statement. You have to love the
pack structure for these boxer-style briefs. But what’s to be done for
thongs? Hmmmm.
pr o d u c t Hanes Designer Briefs
de S i g n F i r M Rubbish
lo c at i o n Lombard, IL
cl i e n t Hanes
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