Packaging

Package Perfect

“You know when you’re so excited to get something in the mail and you turn around and there’s this mountain of trash,” says Chris Green, Lab 126 for Amazon. “What do you do with it?” Well, one option is to order a Kindle and let Amazon’s frustration-free packaging eliminate most of that over-packaging guilt. The e-reader comes in a small, simple box that’s easy to open, so you can spend your time reading a favorite book instead of searching for the scissors.

This environmentally minded solution quickly caught the attention of packaging jurors. “Finally! Amazon abandoned their over-packaged, wasteful shipping boxes,” says judge Debbie Millman. “This is so beautiful, elegant and minimal, it made me reconsider my decision to purchase an iPad.” And for design-philes, this spare package isn’t short on details. An aqueous spot varnish, for instance, portrays a glyph for just about every written and spoken language.

Project website: Amazon.com/kindledx

Design: Lab 126 Industrial Design Team

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“Not only fun and spirited, but simply some of the best beverage package design, ever. Bravo!” --Judge Debbie Millman

Description: The Coca-Cola Summer 2009 campaign celebrates the joy and optimism of summer and Coke’s authentic connection to the season.

Design firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner and Bruce Duckworth
Design director: Sarah Moffat
Designers: Rebecca Williams, Josh Michels
Account director: Jessica Rogers
Client: The Coca-Cola Company North America

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“Simple, elegant, monochromatic visual language. And a great name!” --Judge Debbie Millman

Project website: www.goincase.com

Description: The packaging is designed to open quickly and easily without causing damage to the package and product. It uses recyclable materials, positioning Incase as a premium brand, and effectively communicates key product features.

Design: Incase Design Team
Client: Incase Design Corp

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“Single-minded visual architecture that is both functional and emotional. Makes me want to grow my own!” --Judge Debbie Millman

Description: Homebase already provides a wide range of gardening products but wanted to offer a specific range of Grow Your Own products for novices and seasoned gardeners alike. Our simple solution focuses on the sense of pride, simplicity and wellbeing of growing your own.

Design firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner and Bruce Duckworth
Designers: Jamie McCathie, Jon Vallance, Charlotte Barres
Photographer: Phil Cook
Client: Homebase

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“Natural elegant package that takes us to the source of this chocolate.” --Judge Chris Hacker

Description: We designed the new packaging and environmental signage for the first flagship store in Washington D.C. Our goal was to bring an evocative Peruvian emotional experience to shopping.

Design firm: Willoughby Design
Website: www.willoughbydesign.com
Creative director: Ann Willoughby
Designer: Jessica Carpenter
Photographer: Martin Chambi, 1934
Client: Peruvian Connection

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“The simple graphics reinforce the concept and the outer wrap makes this package a beautiful whole. Makes me thirsty!” --Chris Hacker

Project website: www.rainnutrition.com/product.xhtml#overview

Description: The Rain packaging exhibits clean, simple designs that provide a sense of health and well being through fresh colors and custom photographic splashes.

Creative director: Matt Scherer
Designer: Shaun Steele
Website:http://axis41.com/
Client: Rain Nutrition

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“Fun vibrant and eccentric way to bring new attention to a commoditized product.” --Judge Chris Hacker

Description: Scream summer! Create excitement, through packaging, to generate sales during the historically slower summer season.

Creative director: Christine Mau
Designer: Jen Brock
Illustrator: Hiroko Sanders
Client: Kleenex® Brand

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“This package is so beautiful, it makes me wish I had designed it myself. Very jealous!” –Debbie Millman

Description: A series of 100 magnums were produced in conjunction with a book to celebrate the 100th year of Najib Corban, one of New Zealand’s wine industry pioneers.

Creative director: Dean Poole
Designers: Aaron Edwards, Max Lozach
Client: Oakfield Press

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“The idea of making user-friendly medical devices is an all too rare occurrence. This device makes daily use easy through great device design supported by a step-by-step package." --Judge Chris Hacker

Description: Cimzia’s packaging makes the lives of patients with rheumatoid arthritis easier by bucking traditional pharmaceutical packaging conventions. It considers the needs of patients through friendly packaging that promotes compliance and provides a positive, caring user experience.

Design: Smart Design
Website: www.smartdesignworldwide.com
Client: UCB

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Description: Reusable canvas bag designed to hold two 750ml glass bottles.

Designer: Susanne Pierce Maddux
Website: www.herobags.com

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Description: Interactive tin BBQ, level, paint can and toolbox designed specifically for Home Depot gift cards.

Design firm: Seastone
Website: www.seastone.com
Designers: Josh Nelson, Julia Warren
Project team: Howard Harmer, Greg Hahn
Client: Home Depot

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Project website:ideapaint.com Description: The packaging mimics the elegant simplicity of the product itself: lots of white space, bold graphics and a pain-free instruction manual.

Agency: Jones
Website:jonesingfor.com
Designer: Kim Knoll
Writer: Kelly Hardwick
Creative directors: Scott Maney, Dan Madole
Client: IdeaPaint

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Project website: www.JBL.com

Description: Desktop sound system from outer space!

Designer: Kurt Solland
Senior design engineer: Fred Tubis
Senior design engineer: Carlos Santana
Project manager: Ken McMahan
Client: JBL

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Description: Shopping bags for Kate’s Paperie, utilizing sculptural paper folds as the signature element and paper handles.

Design firm: Design MW, NYC
Website: designmw.com
Creative director and designer: Allison Williams
Designer: Andrea Hyde
Client: Kate’s Paperie

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Project website: www.litl.com

Description: Packaging for the litl webbook embodies the simplicity of the litl brand. By using only recyclable paper in warm earthy tones, the packaging minimizes carbon costs by being its own shipping box and provides an unboxing experience that introduces the user to the litl philosophy.

Designer: Aaron Tang
Additional credits: John Chuang, CEO at litl; Abbott Miller and Jeremy Hoffman of Pentagram

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Description: Challenged with creating an engaging packaging piece for Metallica’s ninth studio album, Death Magnetic, we re-worked the classic Metallica logo, created a signature typographic style and extended the concept to various materials, including a flag, a coffin-shaped special edition and a vinyl box set.

Design firm: Turner Duckworth: London & San Francisco
Creative directors: David Turner and Bruce Duckworth
Design director: Sarah Moffat
Designers: Emily Charette, Marty O’Connor, Jamie McCathie, Brian Labus
Retoucher: Craig Snelgrove
Photographers: Anton Corbin, Andy Grimshaw, Craig Snelgrove, Britt Hull, David Turner, Gavin Hurrell, Harper Reed, Robert Daly, Mike Kemp, Tom Schierlitz, Missouri State Highway Patrol

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Project website: www.mimijumi.com

Description: The packaging is shaped like a milk carton to represent what is held within the product.

Design: mimijumi design team together with Dan Stiles (www.danstiles.com)

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Description: Artwork for band’s debut album.

Designer: Sean Ryan Cooley
Website:www.elephantintheroom.com
Creative director: Andy Trantham
Photographer: Lee Runion
Client: Orangearth

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Project website: www.pearlplus.net

Description: Pearl+ Moisturizing Luxury Soap by Studio J is the modern interpretation of one of Asia’s oldest beauty treatments. Utilizing the activating ingredients of crushed natural pearl, Pearl+ helps restore luster and smoothness to your skin.

Designer: Janet Jay
Website: www.studioj-pdx.com
Art directors: Janet Jay, John C Jay, Stephen Giem
Designers: Janet Jay, John C Jay, Stephen Giem
Client: Ace Hotel

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Description: The Sprint Reclaim package: natural kraft paperboard, corrugated paper and soy-based ink. The scant materials used resulted in a lighter package that demands less fuel in shipping, as well as contributing much less to the waste stream. It highlights and reinforces sustainability and offers a delightful opening experience that delivers Sprint’s first truly sustainable phone made from 80 percent recycled plastic.

Design firm: Deutsch Design Works
Website: www.ddw.com
Graphic designer: Pauline Au
Structural designer: Karl Bakker
Art director: Erika Krieger
Client: Sprint

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Description: This packaging was designed for Starbucks VIA, an innovative and category-breaking, new ready-brew product.

Design firm: Hornall Anderson Design
Website: www.hornallanderson.com
Creative directors: Jack Anderson, David Bates
Designers: David Bates, Javas Lehn, Kathleen Kennelly Ullman, David Phillips
Strategy: Laura Jakobsen Account services: Julie Yoakum
Production: Michael Brugman, Julie Valdez, Cindy Chin, Jonas Land
Copywriter: Ben Steele
Client: Starbucks Coffee Company

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Description: Inspired by Thievery’s “Mirror Conspiracy” album, this package design incorporates their modern clean sound with a subtle nod to technology.

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Project website: www.vitality.net

Description: Internet-connected pill caps that use daily reminders and individualized behavioral programs to help people adhere to daily medications.

Designers: David Rose, Josh Wachman, Jamie Biggar, Julia Kim, Meredith Lambert, Todd Rowell, Gerd Schmieta

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