Packaging Design

Most designers will agree that creating a logo for a client is one of our most exciting tasks. Being able to visually represent a company is a great challenge. There are so many articles for designers and clients about the importance of this piece of design, and all that goes into creating it, but I was intrigued by this article from LogoLounge.com. It's all about the trends in logo designs of 2010. The examples above are only a few of the group they discuss, but lets take a look through them.

1. PARTS:

This trend is all about iconic pieces (or "parts") that come together to create the silhouette of the whole. From a distance it's one thing, and closer up it reveals more information. This particular example's objective is to visually represent the statement "We the people form this nation". It's a smart visual solve of a more organic concept.

2. GHOST:

This trend is all about engaging the viewer. Gaining the viewers attention in a visual world is such huge challenge for a designer, so this trend forces the viewer to engage with the logo if for no other reason than to confirm what they're seeing. It's soft and subtle, but in a way that demands attention. Interesting concept, huh?

3. CUBIST:

The inspiration for this trend comes from a place that shouldn't be surprising. Fine art has always been an influencing factor to designers, and I believe that the best design comes from a knowledge and background in fine art. There's a certain visual pleasure in reducing images down to their essence, thus the appeal of cubism.

4. BOX-UP

The terminology is pretty obvious, as is the reason this trend is so popular. It can be difficult for a designer to balance the importance of typography and symbol for a company's logo. Enlarging the pair to be sure the type is legible can throw the symbol into the dominant role, and reducing the size to make sure the symbol isn't too loud can make the type too small to read. Using a literal box insures that it's all together in a package. 

5. STAINS:

This trend is another example that calls for the attention of the viewer, often times in a second look. The blurred edge creates motion. The immediacy of these marks creates an impression of authenticity and humanity. It looks hand crafted, not computer or machine crafted.

6. DUST:

This trend understands the importance of subtlety. The stippled effect creates almost a whisper that can produce different tonal levels with its density. There's kind of a sparkle about this kind of technique. It creates the illusion of motion with hard edges. The most obvious connection for inspiration is that of an airbrush.

7. FESTOON:

Another trend that's about creating motion, the festoon trend accomplishes this by using streamer like elements (almost as if they are blowing in a breeze).The key to this graphic solution is that the elements have a diminishing point. They also often use overlapping and transparency to accomplish the goal and push the mark a little further. This trend evokes a free spirit and lack of control that's visually interesting. It's lighthearted and festive.

8. PIXEL:

This trend is inspired by the digital building block, the pixel. Small elements come together to create a larger result. The same idea is executed in pointillism. Dots of color create the whole picture. The challenge for designers with this one, is making it new. I found this example particularly interesting because of the warped perspective of the pixels, which ads another layer with dimension. It's an interest and different way to do pixels. 

I was cruising The Dieline and came across this beautiful student package design for Ilford 120 film. Ilford is one of the only film companies today that still manufactures 120 film but the rise of the consumer 135mm film and more recently and powerfully, digital photography, has diminished the popularity of 120 film. Student designer Linna Xu says "the design of this package reintroduces and encourages the use of analog film technologies. The reusable packaging of the film functions as a pinhole camera, which provides individuals with a way of exploring analog photography without the cost of having to buy an old medium format camera. It also re-introduces a mindset and manner of working that is completely different from that which comes with fast-paced digital imaging technologies." Not only is this piece innovative and fun, but it's very well thought out. This is a package I wouldn't want to throw away. Good job Linna!

Stay tuned for more of the latest in packaging design from Charlotte Advertising agency birdsong gregory at birdsonggregory.com!

Born in 1873 in Bremen, Germany, Beck’s mixes internationality and tradition, qualities that helped the beer to become the number one selling export beer. But as any good designer knows, what looked sharp in 1873 might appear a bit dated in 2010.

So Beck's chose Buenos Aires based Pierini Partners to redesign Beck’s global packaging. The new layout highlights the visual elements that comprise the brand emblem, such as the key icon, phrases about its origin, medals, and its characteristic colors of red and black. All these elements were simplified and applied on a metalized support which adds modernity and freshness. 

One of the most emphasizing details in the new packaging is the raise in the logo and icon importance. The icon was placed in the upper part in order to glorify the brand identity, which has been a synonym of quality and beer expertise for over a century. 

The project lasted more than a year and was tested in several countries, such as German, England, USA, Italy and Romania.

Thirsty now?

So accordingly, I drink Bourbon, not Scotch. And while Leslie was spot on in pointing out that beautiful packaging design from Gordon and Macphail, I couldn't help but feel it was a bit out of reach. I love high end design just as much as the next guy but I appreciate great branding for products that are accessible even more which is why I love these two Kentucky Bourbons.

Both are absolutely delicious and both have great branding and packaging. The Bulleit bottle has an oval shape with a classic look that reminds you of a flask and the raised glass lettering feels great in your hand and it almost makes you sad to throw away the bottle when the Bourbon is gone. The Basil Hayden's bottle, on the other hand, is a relatively standard circular bottle but the package gets a lot more interesting with the strong band around the center. It's a great visual tieback to the bands used to hold the aging barrels together, where that Bourbon stays for up to 8 years.

So if you haven't hit the lottery yet but want to keep your liquor interesting- you can't go wrong with either of these two.

That's right. UK retailers have been pioneers in the private label branding wars which continue to erode the market share and brand recognition of big, heavily-advertised national brands. So it was no surprise when Selfridges, the fancy English department store, recently rolled out a new high-end food line. Here's what the agency responsible for the package design had to say:
 

"A re-branded food range that echo the store’s forward thinking and contemporary attitude towards retail. Although there were over 100 own brand products within the store it was somewhat unrecognisable and lacked shelf presence. Our approach was to create a range that was unique; that did not follow any traditional sector cues. Color coding everything black would make an incredible statement with only the type to reflect what was inside for example strawberry jam would have pink type. The typeface used was trade gothic range left and all the same point size across the range where possible. This ensured clarity and uniformity.”

Starpack, the UK packaging industry's most prestigious awards, celebrates its 50th anniversary this year and has made their 2009 picks. Here at birdsong gregory, this had got to be one of our favorites

Winning the Gold for Best Drinks Design, this Jack Daniels perforated tin by Brown Forman is technically innovative and brilliantly executed. The partial vertical perforation of the body sidewall, gives a glimpse of the iconic Jack Daniels bottle inside, and features 9,000 perforated holes running from top to bottom. By only perforating half of the square container the design provides an ideal background for quality black print on the metallic surface, and the design is finished off with an embossed logo.

Three Starpack Awards (Gold, Silver, Bronze) are given within six categories: Brand Design, Food Design, Drinks Design, Health and Beauty Design, Household Design, and Luxury Product Design. Check 'em all out here.