Dzine Mafia is a website dedicated to the conceptual exploration of alternative packaging solutions to current retail products. For the site’s second experiment, they tackled UK based artisan cheese brand (and Blur bassist) Alex James’ new supermarket range created exclusively for Asda. Dzine Mafia’s concept boldly substitutes the reserve, format and geometry of consultancy Aesop’s design in favour of a loud conversational and non-format approach.

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