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My initial take on this design was that it projected a seasonal appearance,
not necessarily a sustainable one. Then I recognized that I was falling into
patterned expectations and that the seasonal qualities—merry, joyful,
community, nature—are qualities that speak year ‘round. The design feels
youthful, with a classic simplicity that is charming and appealing.
r W
How smart an idea to brand your own reusable shopping bag made from
100 percent post-consumer water bottles (the number-one element in our
solid waste stream.) How effective an execution in using the Target logo to
represent the benefit of saving trees. How clever to use the vibrant Target
red brand color rather than the expected green to get the green message
across and still be somewhat of a fashion statement. I’d proudly carry
mine—not just to Target, but to every other place I’m shopping. Smart
work, folks!
S W
A perfectly playful use of the Target logo. Based on personal experience,
this bag takes away part of the chore of remembering to use the bag and
actually makes me happy. What’s not to like?
pr o d u c t Target Reusable Shopping Bag/ Zippered Tote
de S i g n F i r M Wink
lo c at i o n Minneapolis, MN
cl i e n t Target
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Widex Hearing Aid
de S i g n F i r M Goodmorning Technology
lo c at io n Copenhagen, Denmark
cl i e n t Widex
B e
This, to me, is one of the most innovative designs I have
seen in ages. Yes, it’s in a slightly unusual market because
it’s not sold in a competitive visual arena and has no
branding or descriptive copy on it, but I would argue this
would do equally well even if that were not so. The most
rewarding thing about this design is the fact that the
consumer interacts with it to animate it and therefore
engages in a way far beyond where most packaging designs
leave off. The simplicity of the idea—that it’s a sound wave
for a hearing aid—is brilliant, and when you see it move, it’s
strikingly effective for such a basic idea. The execution here
is what makes this idea live, with its simple screenprinting
on a matte jet black, solid, premium-looking case, sheathed
in a glossy smoked plastic wrap. Yet again, having a great
idea, then allowing it to breathe and be the focus of the pack
works to make a stunning design. It boldly breaks every
expectation in what can be a techy, patronizing and medical
genre, making this product slick, young, and—for what
might be a slightly self-conscious product—seriously cool!
S W
This package takes full advantage of the fact that it doesn’t
need to sell the product—since the hearing aid is already
purchased by the time the consumer sees it, the brand
name and supporting sell copy isn’t necessary. This
universal package is actually used for several different
products and is modified by the doctors for each patient.
The movement of the sound waves as you slide the sleeve
across the surface is lovely and depicts the increased
hearing performance as it opens. I can see playing with
this package over and over; it’s like watching ocean waves.
Honestly, I think it could have been just as successful even
if it had brand names and sell copy, but I’m glad it doesn’t.
It’s a piece of art.
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