TheDieline.com: Package Design

Aveda Pure-formance

Aveda's new men's line, Pure-formance is a big step for the Minnesota-based company.  The line launched in July and is unique, positioned almost as a sub-brand of Aveda.  Through innovative packaging featuring high levels of post consumer recycled content and bold graphic design Aveda's Pure-formance is a sound example of a new more sustainable product line from a company that is no stranger to greener packaging.

I had the chance to speak with Aveda's Heidi Norman, Executive Director of Men's and Styling about Pure-formance and its packaging design.

RT: What is the concept/idea behind the Pure-formance line - not many dedicated men's lines out there what prompted it?

HN: Aveda is a brand that appeals to everyone - men and women of all ages, but we knew we had an opportunity to reach our male guests in a much more targeted way. Prior to the launch of Aveda Men, male guests represented approximately 12% of our business, and we knew that the right product lineup combined with some additional male-focused services could help us triple the size of our existing business.  When we looked at the overall opportunity, it was very attractive. We determined that we wanted to do something that spoke directly to Men - something that addressed their needs in a very unique way. We researched the physiology of men's scalps - specifically what makes them different from women. We learned that men's scalps are twice as thick, and produce twice as much oil, and that they are prone to dryness and flaking.  Our R&D team helped identify a phyto-active blend that could address these concerns, and we created a product line around that high-performance blend.

RT: Packaging graphic design - who designed it and what is the concept?

HN: The Aveda Men logo and the packaging were designed to be visually disruptive - to stand out in an Aveda retail environment. We intentionally set out to create something that looked totally different from what was in the market - and what everyone knew to be Aveda. We wanted Aveda Men to feel like a sub-brand, something with its own identity. We went for a logo treatment that felt masculine, some have said it's evocative of tribal or indigenous symbols; it was totally different than anything else Aveda, yet it felt totally Aveda. We're fortunate to have a very talented team at Aveda, and we also engaged an outside agency to help us with some of the design aspects of the project.

What Moxie!

This bold package practically jumps off the shelf. A limited edition Bare Escentuals set, 100% Pure Moxie is a collection of mineral makeup in energetic colors. It seems that Bare Escentuals is attempting to introduce a younger customer to their product line, with the arresting packaging and trendy colors of the product itself.

The quirky color palette and graphic imagery are a totally inspired direction for creating individuality in this market. The monochromatic, posterized image paired with the graphic background evokes a mod-70's feel, while the active color scheme makes these graphics relevant for today's consumer. Now, one might argue "But you can't see the make-up in action on her face?" — no instead you see how confident she is in her make-up. So confident you don't need to see it!

The only quibble I have with this design is which is the over arching brand: Bare Escentuals or bareMinerals? Upon further research, I am still unsure of the answer to that question. Both have similar emphasis on this particular package, however based on their website the educated guess is that Bare Essentials must be the main brand. If that was in some way more clear through the visual hierarchy of the packaging, that would be the one area for improvement … How can you build mind share for a brand when you don't take credit for the brand?

Either way this packaging confidently stands apart from it's competitors. It's got moxie!

SEI Water

This hi-end bottled water has been gracing the shelves for a few years now. It has won numerous awards, and has been written up in magazines as wide ranging as I.D., InStyle, Time, and HOW Magazine.

The structure resembles a hip flask, with one side slightly curved to fit in pockets or bags with greater comfort than typical round bottles. The only branding is the debossed logo. It is stunning in it's simplicity. Considering it is water, you really don't need to clutter the packaging with much more information. The product speaks for itself.

Ugly Mug Coffee

Young & Laramore have created a new look for Memphis based Ugly Bug Coffee Brand, the fresh new packaging is a part of a comprehensive re-branding and marketing effort. To help the packaging stand out among other premium specialty coffees on the shelf, Y&L partnered with a traditional letterpress and design company, Yee-Haw industries.

"We felt that the painstaking art of letterpress was key to creating a signature graphic tone, first and foremost because letterpress is both unpretentious and hand-crafted" said Charlie Hopper, creative director at Y&L. More pics of the full line after the jump!

Mast Brothers Chocolate

Check out the chocolate bar wrappers of hip Williamsburg, NYC Mast Brothers Chocolate. These artisan-made chocolate bars come wrapped in imported Italian papers and are finished with a simple label. They make a gorgeous presentation when stacked side by side. You can only get these locally (in NYC) - they're available at  Artists & Fleas marketplace.

More pictures below.

(via Reubenmiller)

Speaking of Coke cans...

Speaking of Coke cans, check out these brand new bottles from one of our faves, Turner Duckworth. "Turner Duckworth’s packaging design features oversized Coke trademarks and nothing more. The clean, confident look simplifies the brand’s essential Coke-ness and makes it feel fresh and new again."

coke bottles

on the note of limited edition bottles, in case anyone hadn't seen them, here are a selection of the last few years offerings, including an internal project by W+K to have a pop at it (ahem, sorry, excuse the pun!)

M5. The soft-drink giant commissioned five different graphic design studios across the world to design the new line, which feature modern and hip designs aimed at young and creative consumers. The five graphic design firms are: The Designer's Republic (UK), Lobo (Brazil), MK12 (United States), Rex & Tennant McKay (South Africa), and Caviar (Japan).

TBC

pepsi can

JKaczmarek designed this limited edition can as part of a comissioned series by BBDO NY and Design Works for an ad campaign. There seems to be a rush of these over the last few years (matthew Williamson coke cans, sprite design competitions, the m5 coke cans...) here's another one!

Photo removed at the request of BBDO NY legal counsel. For whatever reason they don't want it published, although you can clearly see it on the website of their designer,    Jesse Kaczmarek.