UNWRAPPED TAKES A PEEK INTO THE FOOD & BEVERAGE INDUSTRY, TO UNCOVER THE VISUAL COMMUNICATION OF PRODUCT PACKAGING. THE TWELVE PIECE COLLECTION WILL EXHIBIT THE THOUGHT PROCESSES THAT GO INTO THE CREATION OF THE DESIGNS. THIS EXHIBITION IS CURATED BY MICHAEL GEORGEIOU, INDRA ALEXANDER, & REBECCA ALEXANDER.
PACKAGING IS THE SILENT SALESMAN In a world where consumerism is encouraged, thousands of new food products are hitting the shelves every year. In order to appeal to the easily distracted shopper, packaging in the food and beverage industry has become highly sophisticated over the years. But packaging has to do more than just look pretty. According to a 2009 study by McKinsey and Co, 80% of shoppers make their purchase decisions in-store and in approximately 2.6 seconds. Taking this into account, product packaging has become highly evolved in order to appeal to Traditionally packaging serves both logistical and marketing purposes; while it primarily serves to contain and protect a product, it also serves as a communication medium because entices consumers with attractive messages (Prendergast and Pitt, 1996). According to Ryan and Conover (2004), packaging has five types of functions: 1. Attract audiences 2. Present information in a reader-friendly manner 3. Highlight important information 4. Tie together the different elements of communication 5. Allow for brand recognition. But product packaging is not limited to bells and whistles. Product packaging is also about brand building and providing positive user experiences. The shelf impact of packaging is powerful and continuous. Although packaging does not reach audiences of over a million consumers simultaneously, it does reach them for longer periods of time in a more intimate way. Each time the consumer uses or removes the product from its packaging, a relationship is developing as well as influence for future purchase (TheCoolHunter Website, 2007). In some cases, packaging may speak louder than advertising and other such messages in the media (Vila and Ampuero, 2007). Package design is a powerful touchpoint in the branding process. We are continually comforted and cajoled by packaging shapes, graphic colors, messages, and containers. The shelf is probably the most competitive marketing environment that exists. From new brands to extending or revitalizing existing product lines, considerations of brand equity, cost, time, and competition are often complex (Wheeler, 2009). During the design process painstaking efforts are taken to make sure all elements of the design (typeface, images, styling, colors, design architecture) convey the story of the brand and product. These elements allow for a greater social understanding of the brand in hand (Underwood, 2003). Thus, packaging design should not be considered mere decoration but a powerful, persuasive force for developing a relationship with the consumer and establishing a successful brand.
THE UNWRAPPED COLLECTION
I do not regard advertising as entertainment or an art form but as a medium of information
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DAVID OGILVY
Innovation, creativity, elegance and excellence are part of the DNA of the Blanc brand, and Spain-based Neosbrand reflected on those qualities in the design of its new packaging. Blanc clearly delivers a purpose in this packaging to enhance their brand identity by fueling recognition, and amplifying differentiation (Wheeler, 2009). Neosbrand created a purpose and a sense of cultural elegance in the design of this packaging, whilst reflecting the brand’s identity. Blanc wanted Neosbrand to purposely show their consumers’ who they are, what they mean, and how they want you to perceive them in regards to a mood/emotion. Thus, Blanc’s purpose in this packaging is to deliver a blend of emotional elements such as stylishness, sophistication, and classiness (BlancGastronomy Website, 2008). The packaging is designed to appeal to the higher end consumer who can actually appreciate the different taste of each gourmet product, which has worked successfully for its exquisite caviar that happens to be famous in Spain. The colors light brown and black creates that sense of style to the consumer while reflecting the brands image (TheDielLine Website, 2010). The simplistic but yet creative design of the packaging is also intended to develop a positive mood to the consumer creating a strong attachment to the brand. All these design-packaging features that are communicated to the consumer highly supports Blanc’s goal to be an exclusive brand compared to its competitors in Spain and in Europe (Neosbrand Website, 2009).
CLIENT: BLANC PRODUCT: Sugar DESIGNED BY: Mousesgrapiks
CLIENT: Sugarillos PRODUCT: Sugar DESIGNED BY: Mousesgrapiks
Sugarillos creates individual sachets of sugar. The company recognizes that this is impractical for every day use. The solution was to create a package that would add value to the product; the brief was to create a pack that people would want to purchase to “decorate their table or cup with” (Mousegraphics, 2010). The text on the package reads “one teaspoonful of sugar”, which directly communicates the purpose of the product. In support of this, the visuals communicate that the product is fit for consumption as well as for decoration. The illustrations depict fancy teaspoons. While the visual image is a literal interpretation of the product, there is a lot of symbolism attached to the concept of a “silver spoon”. These meanings were highlighted through the use of detail on the silver spoons – which imply that they are antique, upscale, and expensive. This mental process can be best explained by semiotics theory, which suggests that signs (ie imagery and words) are used to produce, convey, and interpret messages; according to theorists, a sign stands for an object or concept (Smith, 2005). In this case, the spoons convey that the product has value and is fancy. In order to highlight this value, Mousegraphics minimized the amount of marketing text and product information (branding, logos, etc), This allows users to focus on the artistic detail of the spoons. The details on the spoon are reminiscent of renaissance art or classical art. These pieces were further presented in a velvet-lined box, similar to the way that silver spoons are housed. Thus, they were able to provide a product that served a decorative purpose through the packaging.
The package, which was designed to make the lives of Americans easier, does precisely that by spelling it out to consumers using direct images and words to portray which wines go with which foods.
CLIENT: WINE THAT LOVES PRODUCT: WINE DESIGNED BY: AMAZING FOOD CO.
Not only does this package design communicate purpose but it also communicates a sense of brand identity through the tone of the design. A tone of simplicity, practicality and fun can be derived from the package as it pairs quirky, cartoonlike images and a highly informal typeface with bright pastel colors which makes the product appear unintimidating unlike many other wines.
The playful, white type and the bright, playful illustrations are emphasized greatly against the dark shade of the wine bottle. The consumer’s focus is drawn immediately to the single illustration on the bottle which reveals the purpose of the wine. The cartoonlike image of food in a thought bubble inspires mental associations with one’s childhood. Because the tone of these illustrations differ greatly from the typical elegant illustrations seen on most wine bottles, the brand stands out amongst the rest. “Brand identity is not just a name. There are numerous other means of creating brand identity and brand memorability,” (Meyers and
Lubliner, 2008, p.24) and these visuals prove this. The varying sizes of the typography create movement so that consumer’s eye is subsequently drawn to the words on display. The lack of detail, in the images portrayed, reinforce the brand’s purpose of straightforwardness. Simplicity is a reoccurring theme within this package design: simplicity in its visuals, simplicity in communicating its purpose and simplicity during the wine selection process. Most wines have a label that contains a date and a location. However, this package design is all about communicating the product’s purpose.
Create your own visual style, let it be unique for yourself and yet identifiable for others
- ORSON WELLES
CLIENT: JME PRODUCT: KITCHEN RANGE DESIGNED BY: PEARLFISHER
Jme a based on the notion of collaboration. The brand offers a range of kitchen and home products; this includes snacks, condiments, preserves, and Christmas items. This eclectic mix of food and home products were created by producers, growers, lifestyle experts, experienced designers, and Jaime Oliver himself. The brand needed a visual identity that reflected the collaborative nature and eclectic products. The solution was to create packaging that reflected each product and its function as opposed to enforcing one single design aesthetic. While the brand holds true to Jaime’s beliefs and values, it focuses on the collaboration of the project as opposed to promoting Jaime Oliver himself. While the products are not consistently designed under one specific label design, the package designs are united through the specific style and personality that is conveyed. The Jme logo is another factor that ties the collection together. Essentially, the packaging is reflective fun and excitement. Every little detail serves to communicate this; For example, the logo design for the Jme range is playful as it cleverly communicates the name “Jaime O” through simple black shapes and the word “me”. According to Aaker (1996), a brand-personality can create a strong brand (Aaker, 1996). Pearlfisher managed to convey the collaborative nature of this project, but still used elements the chef’s personality in their designs. This was intentionally communicated through vibrant color, child-like illustrations, and hand-scribbled text. The elements work together to create a sincere but exciting brand personality for the Jme range. The Jme range has been successfully received since its’ launch in 2008. Upon launching, the website received an average of 22,000 unique visitors a week with no advertising spend and minimal PR. Subsequently, the Jme range won a Gold Lion at the 56th annual Cannes Lions International Advertising Festival.
CLIENT: BATCH PRODUCT: ICECREAM DESIGNED BY: WADE DEVERS
Batch Icecream is unique, organic, fresh and homemade. Naturally, the brand has a sincere and authentic personality. The brand conveyed these attributes through its package design. Immediately, the audience is hit with a sense of comfort and familiarity through the hand-scripted, chalk typeface. This type inspires the consumer to create a mental association with one’s local café and city bistros where menus are often written using chalk. Although this product sells ice cream, the package design was created to look like a takeaway coffee cup. The whimsical drawings at the top of the package vary from swirls, to flowers, to block letters that spell out, “Eat Local” which personalizes and individualizes each package, reinforcing the brand identity that each package was created at home uniquely and specifically for eaach consumer. The commonality in each package design is the simplicity of the words and images used to reinforce the idea that the brand is a simple, homemade and “fantastic-tasting” ice cream. This is also evidenced through its color scheme. The designers primarily use black and white colours, with the occasional red and coffee-brown to highlight the visuals and help them stand out. Though the package design appears deceivingly basic, the design provides a strong sense of Bath’s brand identity and brand personality. According to Walter Lander’s theory, “brand personality is what creates an image of the brand in the consumer’s mind,” (Meyers and Lubliner, 1998, p. 22).
CLIENT: BELVEDERE PRODUCT: VODKA DESIGNED BY: BRAND OPTUS Brand Opus was challenged by Belvedere to mark the launch of the new Intense Unfiltered 80 Vodka, and the creation of the Intense family. Belvedere challenged them to create a luxurious gift pack for promotional purposes. The gift pack needed to reflect and complement the aspirational VIP lifestyle of the Intense consumer, whilst generating excitement and publicity surrounding the launch event and enhancing the classy brand identity (TheDieLine Website, 2010). Brand Opus took cues from Belvedere’s design heritage, blending an array of culture, style, creativity, and developing a sense of classy emotion and prestige for the brand. Also, contemporizing the packaging for the supremely luxurious Intense family, Brand Opus developed a customized flight case reflecting the jet set lifestyle of the Belvedere consumer (Belvedere Website, 2011). The core brand equities of the frosted trees create a frame for the Intense family, whilst paralleling the window device of the bottle design. The trees are supported by branded etching on the side of the presentation case, to maximize brand exposure (TheDieLine Website, 2010). The finishing touch, the ultimate in luxury gifting, is the luggage tag, which not only creates a means for each case to be personalized to the recipient, but also adds to the luxury jet set theme. The overall result of the brand heritage of Belvedere super premium vodka packaging integrated with the other campaign elements closely aligned with the luxury and glamour of the VIP lifestyle. Their design successfully reflected these values, gaining highly coveted product placement and further building consumer aspiration to the Belvedere brand (Brand Opus Website, 2009). This packaging design also plays an essential role in creating and building the status of the brand. “The design differentiates and embodies the intangibles – emotion, context, and essence – that matter most to consumers” (Wheeler, 2009, P.5). Since the package redesign, Belvedere has grown from a relatively small brand to the number one super premium vodka in many primary markets. Specifically the design of Intense Unfiltered 80 has contributed to the fastest launch to date. According to Jason Lundy, President of Belvedere Vodka, “The redesign of the Belvedere portfolio has clarified and strengthened our ownable brand equities, and allowed us to build upon these throughout the wider marketing campaign” (Brand Opus Website, 2009).
Innovation distinguishes between a leader and a follower
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STEVE JOBS
Iconik is the name that Heineken chose to market this product. The eye-catching aluminum bottle packaging was designed to introduce a blend of sophistication and innovative technology while holding the Heineken brand, and becoming a revolution in the beer universe.
CLIENT: HEINEKEN PRODUCT: BEER DESIGNED BY: ORA-ITO
The redesign of the Heineken bottle captures its positioning as an innovative product, elevating the brand’s image, and making it more appealing and relevant to today’s beer consumer (Neumeier, 2006). Although, Ora-Ito’s creativity of this design has shaped the future of beer technology, it has provided a sustainable competitive advantage over its competitors in being a recyclable beer (Ora-Ito Website, 2010). The bottle only reveals itself in the dark. Since this bottle is designed for night owls and is only to be consumed in nightclubs, Ora-Ito had the idea of playing on the specificity of the UV light in nightclubs to create a design that only reveals its true nature in darkness by using phosphorescent pixels of ink to illuminate the famous design that usually covers Heineken bottles. Upon contact with the dark nightclub lights, the bottle reveals the most explosive splendor by transforming into a cloud of bright pixels (TheDieLine Website, 2010). This creation displays a sense of visual minimalism from the multitude of pixels which come together to symbolize a crowd, evoking the diversity and hospitality of the Heineken brand: each pixel represents a person who comes alive at night, as if coming out of their shell once night falls, revealing a new facet of their personality (Ora-Ito Website, 2010).
Coca-Cola’s is the world’s number one soft drink. Coca-Cola maintains that regardless of one’s culture, status, or socio-demographic, it is a common drink for all. However in 2005, Coca-Cola developed a line of five aluminum bottles called, “Magnificent 5” or “M5” as a way to rebrand and differentiate itself through creative packaging. The designs for this line were created by five graphic design firms from the United Kingdom, Brazil, the United States, South Africa and Japan. Each bottle was released with a new music video. These contoured design bottles were sold only at “the world’s most exclusive clubs and lounges,” immediately establishing a new tone for this specific special edition product. Coca-Cola did this to stay relevant. According to DuPuis and Silva (2008, p. 27) “consumers get bored easily and want to be entertained. Thus brands must constantly evolve and reinvent themselves,” Also, the purpose of this special packaging was to visually appeal to a new target market: creative consumers. The vivid range of colours chosen immediately attract the audience’s eyes. These colours stand out against the shiny, aluminum base. Visual images, such as flowers, hearts, swirls and butterflies that explode across the surface of the bottle to instill feelings of positivity, inspiration, excitement and creativity in the consumer. Although the images incorporated are simple and basic images, the designs appear complex as a whole. This is because the designers create significant movement throughout the package by leaving very little empty white space. The images span across the entire bottle, moving in various directions, which gives the imagery a 3-D effect. This package design is wild, crazy and free-spirited in order to the new target audience. “Designers must strive to create work that speaks to current cultural environments while stretching boundaries into new sensory experiences,” (DuPuis and Silva, 2008, p. 21). Coca-Cola remains loyal to the typeface for its original design to ensure that the brand is still recognizable among its customers. It can also be noted that Coca-Cola logois positioned at the bottom right corner of the bottle as opposed to at the centre (as seen in other original Coca-Cola products). The purpose of this is to place more emphasis on the actual composition and design of the M5 bottle as opposed to the brand.
CLIENT: COCA COLA PRODUCT: M5 LINE DESIGNED BY: VARIOUS INT'L FIRMS
CLIENT: ANTHONY'S MINI GARAGE WINERY PRODUCT: GOURMET FOOD DESIGNED BY: KOREFE The packaging for Anthony’s Mini Garage food and drink line is centered around the story and title of the company; Owner and wine-grower Anthony Hammond manufactures gourmet products in an old tractor factory. This setting was the basis for the garage-themed packaging, and is also mirrored in the company logo. The brandy is presented in fuel canisters, which present a sleek and minimalistic style. Images of vine leaves and fruits are embossed in gold or silver to remind shoppers that the product is fit for consumption. In line with the mechanical theme, the brand presents its rosé wine in a hot pink toolbox. The company also produces gourmet oils are presented in mechanical oil canisters – complete with an elongated spout, as well as candies in the shape of nuts and bolts. This type of design attaches a social meaning to the brand and subsequently allows consumers to understand the concept of the brand (Underwood, 2003). Korefe has managed to creatively communicate the story of the brand through the use of non-traditional packaging materials. According to Doordan (2003), material selection is a critical component to the design process. The materials are strategically used to create an emotive connection between the product and the consumer (Gant, 2005). In this case, the bold use of metal substrates communicates modernity, while the use of one-dimensional vectors and blocks of color communicate a minimalistic simplicity. The subsequent result is an industrially-chic aesthetic that is both visually appealing and engaging.
We want consuMers to say Thats a hell of a product instead of Thats a hell of an ad - LEO BURNETT
Honey Moon is a promotional wine bottle that was sent out on the first day of summer to all its new clients. The term honeymoon comes from the belief that the first full moon in June is the most optimal time to harvest honey. This inspired the brand to send the product to new clients, signifying the honeymoon and the beginning of their sweet and business relationship. The first noticeable concept in design is the florescent yellow-golden colour used to represent the sweetness of the wine and the sweetness of the business relationship that is about to commence as the brand sends this product to new clients. The designer uses various design concepts to reinforce the concept of honey, The pattern of hexagons on the outer surface of the wine box gives the appearances of the outer surface of a beehive. This also occurs on the bottle itself, to draw attention to the center of the bottle, where the designer has created her own typeface for the brand name, Honey Moon. The larger typeface created for the brand name Honey Moon appears stiff like honey when it is first extracted from the beehive. The smaller typeface below, which also says Honey Moon, is the brand’s original typeface for all its standard wine products. The continuity of hexagons throughout the package creates a sense of balance despite the varying textures of the bottle, and ties each design element into a single design concept and theme. As the wine cap, the designer uses texture in the form of shaped glass to simulate honey oozing down, while the wooden fixture at the top of the cap simulates a beehive. The use of wood creates associations with nature and the outdoors to reinforce the concept of honey being extracted as the summer commences. The wine bottle is cut so that the glass from the bottom of the wine bottle is arched, simulating a bundle of honey. An image of two black bees on top of two merging hexagons, which appears at the top of the wine box, demonstrates symmetry and reinforces the honey theme of the package. This package design creates a positive experience for the user because not only is it visually-appealing but it also appeals to our sense to touch, as the varying textures of the bottle instill curiosity in the consumer.
CLIENT: HONEY MOON PRODUCT: WINE DESIGNED BY: LAUREN GOLEMBIEWSKI
CLIENT: GLOWJI PRODUCT: GOJI JUICE DESIGNED BY: UNKNOWN Glowji is a novel energy drink that is derived from goji berries. The packaging of the product conveys the unique properties of the drink. In this case, the shape of the bottle is the key attribute of the package design. The light bulb shape creatively conveys the benefits of the product as it implies that the juice is a source of energy. The shape of the bottle also refers to the brand’s slogan, “the juice that makes you glow”. This slogan and Glowji logo are silkscreened onto the bottle. Ultimately, the shape of the bottle allows for a positive user experience, This is the process wherein a user interacts with the physical item and creates a mental model based on his or her experiences with that item (Tobias and Spiegel, 2009). The lightbulb shape allows users to remember the product and transfers the special properties of the drink into the minds of the consumers.
CLIENT: DRIVE PRODUCT: SPORTS DRINK DESIGN: PRODUCT VENTURES
The overall idea of this sports drink packaging was to differentiate itself from competitors, as the drink of the future. This is achieved through the shape and feel of the packagin, which serves as a positive emotional branding element to the consumer. According to Marc Gobe, “emotional branding is a cocktail of anthropology, imagination, sensory experiences, and visionary approach to change” (Wheeler, 2009, P.6). In addition, the colors of blue, yellow, and gray are meant to portray an athletic and energetic feel for the brand and making an impact to the consumer as well (TheDieLine Website, 2010). The vessel contains the liquid and the injection molded plastic framework, which provides the handle-ability, stability and recloseability. In the future, packaging may very well be refillable pouch “cartridges” and durable keepsake on-the-go sleeves and at-home carafes. For large volume multi-serve purposes, the bag-in box represents what Product Ventures sensed was the most viable platform. When dispensing, it does not allow air back into the pack, which is typical of rigid bottles with closures and which helps to maintain the quality of the remaining product (Product Ventures Website, 2011). This packaging was designed to create brand identity and help increase the personality of the brand to the target audience, while also developing a motivational and vigorous lifestyle element to the consumer (Product Ventures Website, 2011). The packaging also expects high involvement from the consumer because of its unique and creative design. This new package format enables DRIVE to be the beverage apparel of the future.