TAKEAWAY FOOD PACKAGING NOW Edited by
Front cover: Sierra Nevada Hamburguesas Packaging Photography: Diego Almanza
To meet consumers’ requirements, we will issue our publication with creative shapes and beautiful patterns about takeaway food packaging. Considering takeaway food market is extremely mature in the western market, so our book also concentrates on brand recognition and personalized expression. We not only have packaging designs for global fast food giant, like burger king, but also plenty of refined high quality designs from all over the world. On one hand, lots of food varieties are included in our publication, such as burger, sushi, bread, and coffee. On the other hand, we also have different packaging shapes, such as box packaging, bag packaging, bucket packaging and collective packaging. Without doubt, it would be an attractive reference book for designers and students from the aspect of market value and aesthetic view. Last but not least, although lots of food and beverage theme book were sold in the market, no related takeaway food packaging theme book was issued to target readers.
Yvett Arzate Gómez
In today’s fast-moving world, it has become increasingly more difficult to find enough time to sit down and simply enjoy life. People no longer have as much time for leisurely walks, good meals in the restaurant, or just sitting down for a cup of coffee. This is especially evident in major metropolitan areas, where every second people are always in the hurry. Eating on the go has become a natural, practical, and popular solution to grab and take their favorite foods everywhere they go. At the same time, food plays a role as entertainment for contemporary people, and more and more people focus on the packaging as the way to pursuit of high quality life. As the “selfie generation,” they tend to order tempting goodies via smartphone and posted the coveted images on social media platforms like Facebook, Instagram, Snapchat, and so on.
TAKEAWAY FOOD PACKAGING NOW Edited by Yvett Arzate Gómez
Yvett Arzate Gómez Yvett Arzate Gómez was born on July 29, 1984 in Guerrero, Mexico. She studied graphic design in the University of Monterrey (UDEM) where she graduated with lots of honors. She started working as a freelance designer, developing projects for independent brands until she decided to create her own business called Nómada Design Studio,where she continues to develop all kinds of projects for independent transnational and reknown brands. She has worked multiple times developing food packaging, takeaway food packaging and even frozen food. Publishing credits include blog articles and several books.
Client Burger King Design agency Turner Duckworth Material Cardboard Completion 2015
Burger King Halloween Packaging The design agency was asked to create the packaging for Burger King’s 2015 Halloween campaign, which launched a Halloween Whopper sandwich with a barbecue-flavored black bun. The packaging needed to celebrate Halloween, as well as be fun and engaging for customers, putting a smile on their faces. So the designers took the inspiration of Halloween dress-up to design the packaging for the whole range. They created a range for the Chicken Fries packaging dressing up the existing iconic packaging completed with Halloween-inspired hashtags: Mortifies (the Grim Reaper), Electrifries (an electrocuted chicken), and Frankenfries (Frankenstein’s monster). A ghoulish pumpkin cup and bone Burger King crown complements the range, which is all topped off with the Halloween Whopper dressed as a mummy.
204
Bucket packaging
205
Client Burger King Design agency Turner Duckworth Material Cardboard Completion 2015
Burger King Halloween Packaging The design agency was asked to create the packaging for Burger King’s 2015 Halloween campaign, which launched a Halloween Whopper sandwich with a barbecue-flavored black bun. The packaging needed to celebrate Halloween, as well as be fun and engaging for customers, putting a smile on their faces. So the designers took the inspiration of Halloween dress-up to design the packaging for the whole range. They created a range for the Chicken Fries packaging dressing up the existing iconic packaging completed with Halloween-inspired hashtags: Mortifies (the Grim Reaper), Electrifries (an electrocuted chicken), and Frankenfries (Frankenstein’s monster). A ghoulish pumpkin cup and bone Burger King crown complements the range, which is all topped off with the Halloween Whopper dressed as a mummy.
204
Bucket packaging
205
Client D. Digenopoulos Designer Kanella Arapoglou Material Paper, plastic Completion 2012
Meliartos Packaging Meliartos is a contemporary Athenian bakery. The company’s logo and its various packaging applications, inspired by the Byzantine bread stamps, take a rather typographic route. The hexagon resembles a hive for “meli” (the Greek word for honey) and the circle brings to mind “artos” (meaning bread). In this black-and-white packaging series, the logo is printed in the center of the containers to construct the conciseness and simplicity. The brand card is twisted around the fruit juice bottle to avoid monotony, indicating drinking this can improve dynamism of the customers. The ice-cream cup is pasted with the brand sticker to prevent the spill of ice-cream. There is also a string tied with the sandwich and the brand sleeve in the bag. All of these packaging designs enhance the brand identity as the movable advertisement to the people on the street.
30
Collective packaging
31
Client D. Digenopoulos Designer Kanella Arapoglou Material Paper, plastic Completion 2012
Meliartos Packaging Meliartos is a contemporary Athenian bakery. The company’s logo and its various packaging applications, inspired by the Byzantine bread stamps, take a rather typographic route. The hexagon resembles a hive for “meli” (the Greek word for honey) and the circle brings to mind “artos” (meaning bread). In this black-and-white packaging series, the logo is printed in the center of the containers to construct the conciseness and simplicity. The brand card is twisted around the fruit juice bottle to avoid monotony, indicating drinking this can improve dynamism of the customers. The ice-cream cup is pasted with the brand sticker to prevent the spill of ice-cream. There is also a string tied with the sandwich and the brand sleeve in the bag. All of these packaging designs enhance the brand identity as the movable advertisement to the people on the street.
30
Collective packaging
31
Client 7-Eleven Design agency BVD Material Cardboard Completion 2014
7-Eleven—Coffee Cup By updating the design of their coffee cup, Swedish 7-Eleven wanted to change customer perceptions to become more modern and urban. The new coffee experience is characterized by speed and easy access as well as a sense of micro pause. A balance between a quick buying process and a comfortable coffee break is created through the use of colors, materials, and details. The green from 7-Eleven’s existing color palette works as the base color. It’s a warm and friendly signal in the store environment. The orange and red are also from the existing color palette. These were used as accent colors to bring life and activity to the calm green background. The iconic stripes work as a starting point when giving each cup and bag a playful yet bold treatment. Different-sized cups and bags were designed to meet various needs and requirements for the customers.
200
Bucket packaging
201
Client 7-Eleven Design agency BVD Material Cardboard Completion 2014
7-Eleven—Coffee Cup By updating the design of their coffee cup, Swedish 7-Eleven wanted to change customer perceptions to become more modern and urban. The new coffee experience is characterized by speed and easy access as well as a sense of micro pause. A balance between a quick buying process and a comfortable coffee break is created through the use of colors, materials, and details. The green from 7-Eleven’s existing color palette works as the base color. It’s a warm and friendly signal in the store environment. The orange and red are also from the existing color palette. These were used as accent colors to bring life and activity to the calm green background. The iconic stripes work as a starting point when giving each cup and bag a playful yet bold treatment. Different-sized cups and bags were designed to meet various needs and requirements for the customers.
200
Bucket packaging
201
Client Xoclad Design agency Anagrama Material Colorplan Papers of candy pink and mint paper Completion 2014
Xoclad Packaging Xoclad is a high-end pastry and confectionery shop located at Mayan Riviera, a tourism and resort district in Mexico. In a place bustling with tourist activities, Xoclad needed to communicate with the area’s strong Mayan culture in a classy way that would never come across as clichéd or tacky. Therefore, the agency was commissioned to design a unique and distinctive package with local flavors. First, they gave its name a visual and phonetic pre-Hispanic feeling that also conveyed one of the shop’s prime products—chocolate. Then they designed a labyrinth-like pattern reminiscent of antique Mayan art and architecture ornamentation. The color palette consigned the brand and the package with a sober, clean feeling that made it modern and sweet.
70
Collective packaging
71
Client Xoclad Design agency Anagrama Material Colorplan Papers of candy pink and mint paper Completion 2014
Xoclad Packaging Xoclad is a high-end pastry and confectionery shop located at Mayan Riviera, a tourism and resort district in Mexico. In a place bustling with tourist activities, Xoclad needed to communicate with the area’s strong Mayan culture in a classy way that would never come across as clichéd or tacky. Therefore, the agency was commissioned to design a unique and distinctive package with local flavors. First, they gave its name a visual and phonetic pre-Hispanic feeling that also conveyed one of the shop’s prime products—chocolate. Then they designed a labyrinth-like pattern reminiscent of antique Mayan art and architecture ornamentation. The color palette consigned the brand and the package with a sober, clean feeling that made it modern and sweet.
70
Collective packaging
71
Client Allied Brothers Co. Design agency Backbone Branding Designers Stepan Azaryan, Kristine Khlushyan, Lilit Arshakyan Material Cardboard, Linen Completion 2015
The Shack The logo construction visualizes the name—The Shack, specifically a small wooden fishing house— and its design recalls this imagery. According to the concept narrative, the fisherman–owner entertains customers with delicious wild seafood in his small restaurant, yet has limited resources in creating the packaging himself—just a few handy tools to carve out the stencil shapes of the fish he catches to make simple illustrations for his restaurant. With this idea in mind, the variations of the packaging were created by the designers by twisting the fragments and manipulating the colors of the illustrations. Blue and red were chosen to symbolize deep sea and cooked seafood, while the premium black package infers the night sea. The final outcome concludes the overall mood of the spirit of the sea and freshly fished seafood in each of its packaging elements.
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Bag packaging
231
Client Allied Brothers Co. Design agency Backbone Branding Designers Stepan Azaryan, Kristine Khlushyan, Lilit Arshakyan Material Cardboard, Linen Completion 2015
The Shack The logo construction visualizes the name—The Shack, specifically a small wooden fishing house— and its design recalls this imagery. According to the concept narrative, the fisherman–owner entertains customers with delicious wild seafood in his small restaurant, yet has limited resources in creating the packaging himself—just a few handy tools to carve out the stencil shapes of the fish he catches to make simple illustrations for his restaurant. With this idea in mind, the variations of the packaging were created by the designers by twisting the fragments and manipulating the colors of the illustrations. Blue and red were chosen to symbolize deep sea and cooked seafood, while the premium black package infers the night sea. The final outcome concludes the overall mood of the spirit of the sea and freshly fished seafood in each of its packaging elements.
230
Bag packaging
231
Client Quick Design agency Blackandgold Material Cardboard Completion 2012
Quick—Let a Challenger Speak Up! Quick, N°2 restaurant in France intended to revamp its packaging design and develop a strong, consistent, and inspirational brand identity. Quick N°2 aimed at expressing its positioning on “true taste” while boosting its attractiveness to 15–35-year-old consumers. Dramatically improving product visuals with mouth-watering pictures shot in day light, Quick N°2 showed the appeal of its food with authenticity and a “European touch,” while also expressing diversity of taste experiences to the customers. To reinforce the power of the brand, the designers created a new icon with the letter “Q,” which brought overall impact and a consistent visual anchor throughout the range, while establishing a playful dialogue with consumers through extensive tongue-in-cheek copywriting on recipes. Additionally, they replaced the glossy, industrial carton with rough, eco-friendly cardboard colored with bright, joyful, yet natural hues to create a better sense of real ingredients and true tastes, from a qualitative and trustworthy brand, in order to upgrade perceived quality and improve brand status and product image.
54
Collective packaging
55
Client Quick Design agency Blackandgold Material Cardboard Completion 2012
Quick—Let a Challenger Speak Up! Quick, N°2 restaurant in France intended to revamp its packaging design and develop a strong, consistent, and inspirational brand identity. Quick N°2 aimed at expressing its positioning on “true taste” while boosting its attractiveness to 15–35-year-old consumers. Dramatically improving product visuals with mouth-watering pictures shot in day light, Quick N°2 showed the appeal of its food with authenticity and a “European touch,” while also expressing diversity of taste experiences to the customers. To reinforce the power of the brand, the designers created a new icon with the letter “Q,” which brought overall impact and a consistent visual anchor throughout the range, while establishing a playful dialogue with consumers through extensive tongue-in-cheek copywriting on recipes. Additionally, they replaced the glossy, industrial carton with rough, eco-friendly cardboard colored with bright, joyful, yet natural hues to create a better sense of real ingredients and true tastes, from a qualitative and trustworthy brand, in order to upgrade perceived quality and improve brand status and product image.
54
Collective packaging
55
TAKEAWAY FOOD PACKAGING NOW Yvett Arzate Gómez In today’s fast-moving world, it has become increasingly more difficult to find enough time to sit down and simply enjoy life. People no longer have as much time for leisurely walks, good meals in the restaurant, or just sitting down for a cup of coffee. This is especially evident in major metropolitan areas, where every second people are always in the hurry. Eating on the go has become a natural, practical, and popular solution to grab and take their favorite foods everywhere they go. At the same time, food plays a role as entertainment for contemporary people, and more and more people focus on the packaging as the way to pursuit of high quality life. As the “selfie generation,” they tend to order tempting goodies via smartphone and posted the coveted images on social media platforms like Facebook, Instagram, Snapchat, and so on. To meet consumers’ requirements, we will issue our publication with creative shapes and beautiful patterns about takeaway food packaging.
Considering takeaway food market is extremely mature in the western market, so our book also concentrates on brand recognition and personalized expression. We not only have packaging designs for global fast food giant, like burger king, but also plenty of refined high quality designs from all over the world. On one hand, lots of food varieties are included in our publication, such as burger, sushi, bread, and coffee. On the other hand, we also have different packaging shapes, such as box packaging, bag packaging, bucket packaging and collective packaging. Without doubt, it would be an attractive reference book for designers and students from the aspect of market value and aesthetic view. Last but not least, although lots of food and beverage theme book were sold in the market, no related takeaway food packaging theme book was issued to target readers.
ISBN 9781864707069 Format 205mm x 285mm Binding Casebound with jacket Pages 240 Illustrations Full color In bookstores October 2016 For publicity information contact Merry Lovell: merry@imagespublishing.com +61 3 9561 5544 Distributed in North America by ACC Distribution www.accdistribution.com To place an order contact ACC Distribution at +1 212 645 1111 or sales@antiquecc.com Distributed rest of world (excluding Australasia and Asia) by ACC Distribution www.accdistribution.com To place an order contact ACC Distribution at +44 (0) 1394 389 950 or sales@antique-acc.com Distributed in Australia by NewSouth Books To place an order contact +61 2 8778 9999 or orders@tldistribution.com.au Distributed in New Zealand by Bookreps NZ www.bookreps.co.nz To place an order contact Bookreps NZ at +64 9 419 2635 or sales@bookreps.co.nz Distributed in China by Beijing Designer Books www.designerbooks.com.cn To place an order contact Beijing Designer Books at +86 010 59626195 or import03@designerbooks.com.cn Distributed in Hong Kong by APD Hong Kong asiapubs.com.hk To place an order contact APD Hong Kong at edward_summerson@asiapubs.com.hk Distributed in South East Asia by APD Singapore www.apdsing.com To place an order contact APD Singapore at +65 6749 3551 or ian@apdsing.com