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The Internet never seems to agree on anything. But when the Diet Coke crop can hit the blog world, it seemed to be everywhere in a flash, accompanied by nearly universal praise. “I think what worked about this is it was so bold and so kind of effortless looking,” says David Turner, Turner Duckworth. “It did look like we just said, ‘Hey, let’s make the logo big.’ I love it when we labor for months then do something that looks like it took us a few minutes. Because I think that effortless quality, that’s what good design is in a way. You just look at it and you go, ‘Yeah, obviously that’s the way it should be.’”In reality, the firm did hundreds of studies as part of the effort to reinvigorate the brand. Many took cues from luxury brands, and the practice of going by a moniker (i.e. CK for Calvin Klein) instead of a full name. Except DC makes you think about comics or Washington, D.C. The genius of the cropped packaging is that brings together the D and K to create a symbol that represents the brand without changing the logo at all.
Firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner, Bruce Duckworth, Sarah Moffat
Designers: Rebecca Williams, Josh Michels
Coca-Cola design direction: Pio Schunker, Hazel Van Buren, Frederic Kahn
Client: The Coca-Cola Company North America
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The Coca-Cola Summer 2011 campaign evolves the approach from the previous year to celebrate the joy and optimism of summer and Coke’s authentic connection to the season. The graphics designed by Turner Duckworth were featured on packaging and in-store displays. The designs will also be used for summer premiums on everything from t-shirts and hats to beach towels. The designs also appeared on a series of can packs and shrink wraps, all in celebration of summer’s favorite beverage—Coca-Cola.
Firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner, Bruce Duckworth, Sarah Moffat
Designers: Josh Michels, Brian Steele
Client: The Coca-Cola Company North America
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Like the Era product, the Era package needed to speak to the new advances with the headset in an engaging way, creating a holistic product experience from the very first touch point. The Era packaging echoes the advanced technology within the headset, creating an entirely new and utterly unique un-boxing experience.
Firm: fuseproject
Founder/chief designer: Yves Behar
Additional team members: Sara Butorac, Gabe Lamb, Diana Chang
Client: Jawbone
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Italian food is famous for simple combinations and fresh ingredients, and what is considered more Italian than pizza? We were asked by Waitrose to redesign their top-tier pizza range, redeveloped for launch in 2010 using regional ingredients and traditional combinations inspired by five Italian regions.
Firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner, Bruce Duckworth
Design directors: Clem Halpin
Designers: Jamie McCathie, David Blakemore
Client: Waitrose
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Mio: Small, fun, intuitive, innovative water enhancer. It mixes the user’s personal taste and style to create a new experience every time.
Firm: Landor Associates
Director of design & innovation for beverages: Peter Borowski
Design manager: Robin Paige
Creative director: Dale Doyle
Design director: Rahmin Eslami
Senior designer: Christopher Cullen
Designer: Strom Strandell
Associate client director: Dave Ball
Senior director, design realization: Anne Reid
Client manager: Andrew Whitelaw
Senior technical designer: Ed Sarge
Production artist: Dave Umbenhour
Client: Kraft
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For Jawbone’s first foray outside the headset market, we wanted to make a splash by creating a packaging experience that was as special and unique as the product within. Because the JAMBOX encourages music to be social again, we designed the packaging to highlight the evolution of both culture and product through the tagline “that was then, this is now.”
Firm: Jawbone
Founder/chief designer: Yves Behar
Additional team members: Sara Butorac, Gabe Lamb, Hardy Chambliss, Sean McBride
Client: Jawbone
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EVR is a functional beverage that contains a very unique ingredient, Resveratrol, a naturally occurring antioxident found in the skin of red wine grapes that is said to have anti-aging, cardiovascular and anti-cancer benefits. Dragon Rouge helped develop the new brand positioning, name, logo and packaging around the brand idea of fueling positive momentum.
Firm: Dragon Rouge
Client: Preventive Beverages
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A bottle to buzz about! “B,” The Honey-Cachaça Stinger is a new liquor brand
Firm: Pereira & O’Dell
Branding & Design: Raimundo Favacho, Patricia Ebner
Client: B
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To help Walmart expand its private brand presence in the wine category, Dragon Rouge developed a brand that would support an international range of varietal wine while demystifying the language and experience of wine drinking. Dragon Rouge identified the brand idea of everyday pleasures and created the brand name Lucky Duck to convey a fun approachable personality and appeal to consumers looking for a balance between taste and casual lifestyle.
Firm: Dragon Rouge
Client: Walmart
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The Kraft/Bosch owned on demand brewer system, Tassimo, was in need of revitalization across Europe. Turner Duckworth was briefed to bring the brand to life by communicating its unique point of difference in this crowded sector. Tassimo offers the consumer the premium branded choice of great coffees and more from brands consumers know and love, such as Carte Noire, Jacobs, Milka, Twinings and Cote D’Or to name but a few. With Tassimo consumers find an easy way to enjoy their favorite beverages, brewed to coffee shop standards in the warmth of their own home at the touch of a button.
Firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner, Bruce Duckworth
Design director/designer: Mark Waters
Designers: Mark Waters, Miles Marshall, John Hughes, David Germain
Client: Kraft Foods Europe
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Packaging and label design for an English plum brandy inspired by mid- to late-19th century typography.
Firm: Loosli Design
Owner & director: Brent Loosli
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The Nook Color accessory packaging system is a range of retail packages that market cases, electronics and other accessories for the Nook Color e-reader.
Firm: Ammunition
Creative director: Brett Wickens
Designers: Michael McQueen, Kenny Sweet, Xuan Shu, Sean McGuire
Producer: Liisa Turan-Walters
Client: Barnes & Noble
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“Created to put more life into your pet” trumpets this product positioning, and the packaging brings this to life with action shots of real pets who eat GO! recipes, complete with heart-warming testimonials of health and revitalization. The package itself brings an “active lifestyle” sensibility to the pet specialty store shelf with metallic foil, strong formula identification, iconography and specific call-outs for the recipes’ ingredients and benefits.
Firm: Subplot Design Inc.
Creative directors: Matthew Clark, Roy White
Client: Petcurean Pet Nutrition
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Nanokeratin system specializes in professional hair care products. The inspiration for the series of bottles was a curl of hair, which made the transformation from the initial concept into a functional producible product. The line was chosen to be the leading style for all of the company’s products.
Firm: Arkit
CEO & industrial designer: Eran Mordechay
Industrial designers: Shlomi BenNer, Olga Kravchenko
Client: Nanokeratin System
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Packaging extension for Starbucks VIA Ready Brew Coffee.
Firm: Hornall Anderson
Creative director: David Bates
Designers: Javas Lehn, Nory Emori
Strategy: Laura Jakobsen
Account services: Dodi Monahan
Production: Judy Dixon, Jonas Land
Client: Starbucks Coffee
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Cheer laundry detergent reinvented itself by embracing its passion for color and appealing to a new consumer: Millennials.
Firm: Landor Associates
Cheer brand manager: Jason Wiedemann
North American fabric care design manager: Lee Anne Hilsabeck
Associate client director: Rebecca Moses
Associate design director: Jay Hoffman
Senior designer: Lesley Amann
Client manager: Liz Jordan
Senior production specialist: Tim Hamel
Media designer: Chris Vogel
Client: Procter & Gamble
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Plantronics challenged us to create a system that would help drive reconsideration and form part of larger brand revitalization: Connecting with new consumers through a more contemporary and differentiated positioning while still delivering on the superior product quality of this American heritage brand. With a new positioning based on the idea of simple, smarter communication we developed the SoundWorld icon—a melding of perfect sound quality, represented by the soundwave you see first, and the detail of your world around you, whether that be a park scene, a daily suburban journey, a cosmopolitan cityscape or a music venue. Each SoundWorld relates to the target consumer for each line of products, with details of finish and color further communicating the differentiation across product tiers.
Firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner, Bruce Duckworth, Sarah Moffat
Designer: Brian Steele
Client: Plantronics
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R’Pure studio was awarded the ambitious project of working on Davidoff’s new image, managing the art direction and unique designs globally. Taking its inspiration from the historical brand values and DNA, the studio imagined a sensual and luxurious carafe with distinctly modern codes, verticality and a screw cap with a texturized metal, bringing sensuality and a new way to enjoy Cognac.
Firm: R’Pure Studio
Art director: Sebastien Servaire
Designer: Candido De Barros
Illustrator: Yael Bibliowicz
Production – R&D director: Erwann Pivert
Account manager: Clara Gailleres
Client: Davidoff Cognac
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packaging for a mini tart store with classic and curious flavors.
Firm: Ferroconcrete
Creative director: Yolanda Santosa
Designer: Wendy Thai, Sunjoo Park
Client: früute
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CO Design Agents collaborated with agency The Great Society on branding and packaging PureProject, a new line of Brooks Running shoes. CO designed a complete ID system, as well as this stunning launch kit to entice and intrigue key retailers.
Firm: CO Design Agents
Creative directors/designers: Rebecca Cohen, Marc Cozza
Creative director: Randall Schoonover, The Great Society
President/creative strategist: Scott Cowan, The Great Society
Project manager: Jessica Vredenburg, The Great Society
Fabrication: Dave Laubenthal, DJL Studio
Photography: Kenji Toma Studios
Retouching: Picturehouse
Book illustrations: Tyler Marchus & Jake Hollomon
Graphic on kit: Jake Hollomon
Printing & fulfillment: Premier Press
Client: Brooks
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Honest Tea approached us with the challenge to develop a packaging design for a new-to-world cocoa infusion beverage. The offering would need to feel part of the Honest Tea family of products but clearly communicate the uniqueness of this new line.
Firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner, Bruce Duckworth, Sarah Moffat
Designer: Rebecca Au Williams
Production: Craig Snelgrove
Client: Honest Tea
