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The Wonder Bread branding and packaging worked
amazingly well, whether you liked the product inside
or not. It was identifiable from the end of the grocery
aisle no matter what shelf position it was given. It was
fun and kid-friendly but also clearly communicated
its added nutrient value to parents. It managed to
bridge the generation gap. It has become an icon of
bread packaging—in fact, it has a cult-like following.
Over the years, the package has evolved to its present
incarnation, which isn’t nearly so kid-friendly.
Wonder Bread
Sidney Peers
It’s hard to say exactly why I selected this package,
but I’ve always gravitated to it. It could be fond
memories of my grandmother using this soap for
everything and that the packaging has not changed
since then. The packaging wasn’t “reinvented to
be more relevant to today’s homekeepers.” The
product is as honest and hard-working as the
package indicates.
FUN FACT: Fels-Naptha is a brand of bar laundry soap
used for pre-treating stains on clothing and as a home
remedy for exposure to poison ivy and other skin irritants.
Fels-Naptha is manufactured by and is a trademark of
the Dial Corporation.
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Fels-Naptha
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AUTHOR FAVORITES
Brilliant structural design. Immediately and
universally identifiable. The container with the wire
handle and staples was amazing but it continues
to get better with innovation: The new generation
no longer contains any metal parts, which not only
makes it microwavable but, I assume, easier to
automate the manufacturing process.
Asian take-out container
Of course, I’ve always loved the Red Cross logo, and this
first aid kit from the ‘60’s is so obviously simple, which
is what makes it brilliant. It’s immediately recognizable
from across the room, which is very important. A few
years ago, the cross-shaped medicine cabinet was
reissued—lucky me!
First Aid kit
David L. Romanoff
I love the simple linear drawing of the wine goblets
contrasting the undulating, bold, fluid colored
shapes. It feels solid, yet liquid. The typography is
kept very simple, letting the graphics tell the story.
Wine Glass Packaging
Alfred Lutz
I love this package and always have. The bold colors
and simple typography are timeless, yet they manage
to feel fresh and new. This just says licorice to me.
I realize that although this is candy, the packaging
doesn’t necessarily appeal to kids—but who says all
candy has to be for kids?
Salmiakki
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I love this because—again—it’s the most simple,
intrinsic idea executed to best impact: Clean, clear
design that simply emulates the natural qualities of the
product in a clever and unexpected way. Little touches,
like the way the design even follows the folding, make
this elegantly executed, elevating the idea from good to
great.
M k
Anything that Naota Fukasawa designs becomes a
classic. With the banana being as good a packaging
design as nature could invent, this aseptic packaging is
the next best thing. Love the technical mastery, from
the color, the tactile banana quality, the iconic sticker
graphic to the end of the banana incorporated into the
fold. Perfection.
Banana Juice
Naoto Fukasawa
M k
This tiny packaging design has great impact and
lasting power. Patriotic colors, a flag-style layout,
a brand identity that is fun and memorable—and of
course the comic enclosed—make this a classic.
S W
Like most young kids, I didn’t really care about
packaging, with one exception: The Bazooka Bubble
Gum package. The bold red-and-blue graphics on
the waxy paper, so meticulously folded at the ends
like a gift-wrapped box. And then you carefully
opened it and popped that pink powdery piece of
bubble gum into your mouth—ahh, heaven. But
that wasn’t all...oh no, that was just the beginning.
There was the cherished Bazooka Joe and His Gang
comic concealed inside the wrapper. This tiny piece
of paper, no more than an inch and a half square,
made all the difference in the world. And all that
could be mine for less than five cents. I think this is
when I first understood that packaging could create
a memorable brand experience and it didn’t have to
stop on the outside—it could continue as you open
the package and discover the surprise inside.
Bazooka Bubble Gum
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AUTHOR FAVORITES
M k
The simplicity of the beveled bottle structure with
an equally brilliant, emerald-cut glass closure
epitomizes luxury. The white label and sans serif
type uses proportion, balance, and hierarchy with
perfection. The secondary packaging equally
demonstrates the understated, classic elegance of
this fashion brand.
S W
This is lovely packaging, simple, yet elegant and
sophisticated. Every detail is perfect, from the
faceted stopper to the airy letter spacing of Chanel.
This has become the icon for upscale perfume and
cosmetic packaging.
Chanel No.5
Gabrielle “Coco” Chanel
M k
Karim Rashid’s packaging design for household
products revolutionized the industry. Method has
raised consumer design consciousness and—through
a continuous stream of innovative designs—has
practically created a cult following. The “form
follows fl uid” approach was the hallmark of Rashid’s
aesthetic, and this design exemplifi es that idea.
r W
This brand has taken its lumps in recent times, but
it still remains a favorite for its courage to challenge
convention. P&G, Clorox, Colgate could never have
embraced design as a core competitive advantage.
Convention would have you leverage your ownable
bottle shape across all product forms. Not here. Every
product form is different and still somehow united
under a common aesthetic. Props go to Target for
recognizing the power of this design-driven brand.
Together both Method and Target have enhanced their
individual brands because of their association and
their passion to make the ordinary extraordinary.
Method
Karim Rashid
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Some things are charming in their lack of design, and I hope Angostura bitters
never sees the hand of a client who feels the brand needs “updating to keep
in line with consumer trends.” Its cluttered, clumsy typography and lack of
any taste values or brand values whatsoever has somehow stood the test of
time. The endearing un-designed feel and the fact that the label is too big for
the bottle (something nobody would dream of nowadays) add to its immense
charm and appeal. A timeless classic.
FUN FACT: According to the website, many stories surround why the label ended up
being too large for the bottle but probably the most well known is that it was simply a
result of the laid back Caribbean attitude. When someone ordered the wrong size of label
and the mistake was spotted, everyone thought someone else would correct it. When
no one did, they decided to stick with the oversized label rather than change it and so it
became the trade mark of the brand.
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Angostura bitters
J. G. B. Siegert
r W
What other package warrants its own coffee-table book? Talk about owning a
recognizable mnemonic! This iconic bottle has evolved from a vessel that holds
vodka, to a revered brand equity, to an internationally acclaimed art object. Again,
there is no magic in the bottle shape itself. Turn it upside down and it’s the same
shape as those old glass intravenous bottles. But use it consistently as a core
brand mnemonic in increasingly interesting ways, and not only does the shape
come to define the brand, it transcends every other package in the hyper-trendy
vodka category, preventing imitation and becoming an absolute (pun intended)
brand beacon.
FUN FACT: In 1879, Lars Olosson Smith, the King of Vodka, created his masterpiece
Absolut pure vodka which is created by a continuous distillation process. He had very
high standards which helped to set Absolut Vodka apart. You will still find him, keeping a
watchful eye, on each and every bottle.
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Absolut Vodka
Gunnar Broman
Ty Nant water
Ross Lovegrove
B e
Again, a structure whose idea is deeply rooted in the product attributes,
creating a beautiful water effect that is elegant, unusual, and
aesthetically appealing via its simple execution. The strength of this,
again, requires very little typographic support: The idea speaks for itself.
FUN FACT: Boasting a form that was described as “impossible to produce,”
Ty Nant’s fierce determination and passion for innovation brought the
ground-breaking bottle to life. The asymmetrical bottle was designed to
evoke the fluidity of water.
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