TheDieline.com: Package Design

The Masstige Movement

Masstige is a term used more and more in the consumer branding industry. In simple terms - luxury for the masses. In the retail market we are seeing products with an upscale appeal for lower prices. Target and Walmart have become Meccas to the Masstige Movement. From a design point of view the lines are blurring between what is mass and prestige.

So what does this mean for the future of design? For Creatives? For Design briefs?

Terms like Luxe for Less, or Beauty for a Bargain come to mind. Is this where we are going, and if so is it a good thing, or are we taking away a certain "je ne sais quoi" that has always been relative to prestige and luxury alone?

Ethnic Kettle

Have you ever tasted the Kettle chips?
The renowned US brand has recently launched a new ethnic line with an impressive packaging: white flow pack dressed with a colorful band printed on kraft paper.
The final result is eye capturing and the band can be used again for several uses...for example as a crown, making yourself feel like an Indian king.

Digit Kettle in Flickr an you'll find many examples!

Gallo rosé in a box

I'm must be on a wine kick. Actually I'm always on a wine kick...

This package won best design and packaging prize at the 2008 Drink Business awards, for its clutch-style handbag box. Now perhaps I am just not the right kind of woman, but I found the strapline “White Grenache – loved by women almost as much as they love their handbags”, a tad condescending. "Appealing directly to the rosé wine consumer" – does the love of rosé equal a love of handbags? Apparently so; according to Tesco, where it is being sold, the package has been “incredibly successful”.

INTELLIGENT NUTRIENTS

INTELLIGENT NUTRIENTS

Certified Organic Health & Beauty Made with 100% Intelligent Ingredients
“because everything we put in and on our bodies must be nutritious and safe,”
–Horst Rechelbacher, Founder of Intelligent Nutrients.

Horst Rechelbacher might sound like a familiar name to you ... that is because he is also the founder of Aveda (1978).

Intelligent Nutrients launches a line of more than 20 SKU's - The launch collection
includes certified organic aromatics, certified organic scalp and hair care, certified organic hair styling, certified organic total body cleanser, certified organic lip delivery nutrition™, and the heart of the line—Intellimune™—an internal/external certified organic super antioxidant seed oil blend and tablets.

Read more about the green business practices after the jump (truly revolutionary).
(from the press release)

Verity

Produced and packaged in Germany, Verity is the world’s first liquid, ready-to-drink, pure tea concentrate.

Tawaka Ball Packaging

Tawaka "The Ball" is an unusual soap format where the soap is in a spherical shape. What's nice about the product is that it comes with a pretty wooden bowl and drain disc that fits inside, so the presentation is very pretty and spa-like. The product is made from cacao and Ojon oils, which is supposed to be very good for your skin (read more about it on their website and on Notcot.)

The packaging is quite interesting - especially from the inside.

Thanks to NOTCOT for the pictures, more after the jump!

Logan wines

More wine, and more design from War Design for family-run Logan vineyard. The label speaks to the old-fashioned winemaking process, human involvement and enjoyment at the same time, all with one graphic device. I imagine the winemaker, pants rolled around knees, tramping away from the crushed grapes, leaving his oenophilic footprints on the way. Not only would this jump out on-shelf, but it's not a frivolous tactic to do so. I'm really enjoying the tactility and the relevant message on this one.

Fat Bastard redesign

A redesign by Turner Duckworth for Fat Bastard wines. I love that they integrated the name and visuals in a witty and sophisticated solution for a wine that is affordable yet has a lot of weight behind it.