Really nice work from Mike Kelly, a recent graduate of the Portfolio Center in Atlanta:
"Philosophy: I've done many projects that were exercises in "re" packaging something existing but I always thought it was more fun to say "wouldn't it be useful if such and such existed" and then create an entirely new product where the packaging is an extension of the invention.
Here are 3 projects where I took that approach:
Riley's Black and Tan Beer. (Wouldn't it be useful if—we could mix black and tans at home without having to buy two different six packs of beer). Yes it would. So here's a new concept for packaging two styles of beer together in a way that demonstrates its end use. Half pints of stouts and pale ales, 3 apiece, stacked. The brand identity that fuses the concept is based on Riley, a Welsh Terrier who's black on top and tan on the bottom...but also personifies the contrasting characteristics of both stout (mellow) and pale ale (bitter) brews.
Gracie's Freeloader Feed. (Wouldn't it be useful if parents had a sarcastic, yet practical solution to their kids' and subsequent guests' liberal eating habits.) Sure. This idea creates a package with light-hearted shelf appeal but also lends itself to some gentle hints that certain individuals have been relegated to a
"freeloader" status. The sub-heading for the brand is "a false sense of comfort food."
Univair Chocolates. (Wouldn't it be useful if the values of a typeface drove the values of a product identity?) I would love that...as a designer/type geek and all. This packaging, building on Adrian Frutiger’s vision for Univers, creates a brand of Swiss chocolates that elevates information to the top level of its hierarchy in an ID system where numbers identify weights."
