Posts in The Dieline Awards 2010
The Dieline Awards: First Place - Spirits - L'Or de Jean Martell

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Entrant: Dragon Rouge

Country: USA

Description:

Martell partnered with Dragon Rouge to develop a new bottle design for an ultra premium cognac named L’Or de Martell. The design was inspired by the concept of the Golden Ratio, in which designers created a bottle fashioned from pure crystal that contains a precious liquid suspended as a single droplet and hanging from an arch decorated by “Martell” arabesques in gold. The stopper also bears graphic elements comprising the Martell name; with its semi-circular shape, it both complements and enhances the balance of the object’s voluptuous curves.

Marketing Objectives:

To develop a spirits brand that embodies the ultimate in luxury and meets the gifting needs of powerful business people in emerging markets

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The Dieline Awards: First Place - Electronics, Technology, Movies, CDs - Jawbone Prime Earcandy

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Entrant: Fuseproject

Country: USA

Description: 

The latest product to be introduced into the Jawbone brand is the Jawbone PRIME in EARCANDY colors. PRIME continues Aliph’s tradition of marrying technology and design to deliver the best Bluetooth headset on the market. Technologically, the Jawbone PRIME has even better audio quality, and aesthetically, improved comfort and fresh, fun color choices. EARCANDY is a summer color burst, bringing self-expression and a smile to the Jawbone line-up.

Marketing Objectives:

 

"In addition to the product, we designed the consumer-friendly packaging, the naming, logo and brand identity. All of these are evolutions of our ongoing building of the Jawbone brand and it’s family of products.

Regarding the packaging, the Jawbone jewel case is a stunning alternative to the competition, and is distinctive in its clean, monolithic appearance. A Jawbone headset elegantly suspends within a museum-like cube, offering a 360-degree view of the product. The effect is functional (the consumer can realistically interface with the product) as well as precious (the product is presented on a pedestal of sorts). The jewel case is housed in a smooth matte sleeve, which easily slides away from the hard shell. Individually designed paper boxes for product accessories round out the un-boxing ceremony, and contribute to the preciousness of the experience. Industry professionals consider the Jawbone headset a premium product, and our design of the packaging is in service of this. Moreover, the packaging for Jawbone has been a contributor to this perception, and to the fostering of an emotional connection to the brand.

With Jawbone packaging, everything is considered and everything has a role. Opening the package is a bit more like undressing than un-boxing; a smooth, matte black sleeve jackets the clear, shiny jewel case. The Jawbone logo and its support typography receive understated hits from the embossing plate and gloss varnishers to cool, unostentatious effect. Our use of finishing elements has been to accentuate and make more special, not suffocate. The black, uncoated papers used to house the internal components within the jewel case yield a tactile quality that recall fine artist papers. Informational typography is discreet and minimal, like the elegantly understated menu of a chic restaurant.

Sustainability is another quality that sets Jawbone packaging apart from others. The yoke that holds the headset securely inside the box reduces the need for plastic or Styrofoam cushioning during product shipment. Because of the sleeve’s functionality as an enclosure, the need for a heat seal, adhesives or shrink-wrap was also eliminated. Additionally, all the components in Jawbone’s packaging are recyclable. Not to mention, the jewel case itself can always be repurposed to house small odds and ends.

The Jawbone packaging has set the stage for the entire Jawbone brand ecosystem, contributing to an experience that intuits consumer needs and desires for products that are representative of a sophisticated lifestyle. Yet, a Jawbone notion of luxury is not about being exorbitant or over-designed. It is through a purposeful and considered attention to the experience that we have positioned Jawbone not just as an object to be desired, but an entire brand to be envied."

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The Dieline Awards: First Place - Books, Office & Art Supplies, Toys, Clothes/Accessories - Promotional Japanese Denim

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Entrant: Boy Bastiaens / StormHand

Country: Netherlands

Description:

 

The very small scale denim label Atelier LaDurance was established in 2002 in France and produces small runs of jeans and jackets made with only exclusive upper level Japanese Denim. Made on shuttle looms, age old machines that disappeared from the US in response to a demand for more denim during the sixties. And purchased by Japanese companies like Kaihara and Kurabo, who have kept the old American denim making tradition still alive. 

The promotional Japanese Denim packaging is a fine bamboo mat (44,5 cm x 26 cm) wrapped around a folded pair of jeans and closed with a velcro strip on the backside.

Marketing Objectives:

In a market dominated by big international players with endless marketing and advertising budgets, Atelier LaDurance quickly became visible for a group of dedicated lovers of authentic denim products. From day one, packaging is the brand’s communication tool of choice.

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The Dieline Awards: First Place - Home, Garden, Pets - Sovereign

 

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Entrant: Turner Duckworth

Country: UK

Marketing Objectives:

 

Sovereign is a premium garden power brand selling the very best garden engineering products. The black boxes show the products clearly and simply, shot in the style that you might expect a premium car to be photographed. Each product has stylish plant/botanical photography on the sides to hint at its usage and create drama at the point of sale. Simple icons explain the various product features.

Because of the regal name the logo is designed to look like a crown at first glance but as you look more closely you can see that it is made of grass, creating an own-able and unique brand icon.

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The Dieline Awards: First Place - Wine, Beer, & Tobacco - Wine Gift Box

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Entrant: Athanasios Babalis, Industrial Designer & Professor of Industrial Design, Technological Educational Institute of Larisa.

Client: Ktima Gerovassiliou SA

Country: Greece

Description:

This is the first in a series of three sizes of boxes that contain one, two and three wine bottles each. Each box can accept two different sizes/forms of bottles of the same capacity. The three sizes are either combined together or separately and by stacking them a wine-rack is formed. Even a big wine-rack could be produced in this way. The shape of the box was chosen because it is sympathetic to the shape of the bottle and it also looks like a grape from one side when stack. The box has a handle and can be carried like a bag without the need for additional packaging. The use of Oak plywood as the main material was chosen because it makes references to the Oak barrels the wine matures in. The client logo appears on the box and on a label on the handle which also explains the concept and the way to reuse the box.

Additional images after the jump.

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The Dieline Awards: First Place - Beverage - Coca-Cola Summer Identity

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Entrant: Turner Duckworth

Country: USA

Marketing Objectives:

The Coca-Cola Summer 2009 campaign celebrates the joy and optimism of summer and Coke's authentic connection to the season. Turner Duckworth collaborated with Wieden + Kennedy and The Coca-Cola Company North America Creative Excellence team to create the fully integrated marketing initiative.  The can graphics designed by Turner Duckworth were featured on packaging, in-store displays and select TV spots.  The designs were also used for summer premiums on everything from t-shirts and hats to beach towels.  Five cans were released overall, culminating with a special July 4th holiday can. The designs were also extended to can packs, 2 liters and 20oz bottles, all in celebration of summer's favorite beverage - Coca-Cola.

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The Dieline Awards: First Place - Food B - Waitrose High Fruit Jams

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Entrant: Turner Duckworth

Country: UK

Description:

Waitrose briefed us to redesign their High Fruit Jams range to coincide with a product reformulation. The result is an uncluttered label which heroes each of the fruits. The images are placed ‘high’ on the label, and with a name like ‘High Fruit’ the message cannot be missed!

Marketing Objectives:

The new Waitrose High Fruit Jams range now contains the highest level of fruit content within the reduced sugar sector of the market.  Our brief was to communicate the deliciously fruity jam to be found in each jar.

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The Dieline Awards: First Place - Food A - Plum Organics

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Entrant: Brand Engine

Country: USA

Marketing Objectives:

A passionate mom with a brilliant idea partnered with Brand Engine to introduce a new brand of frozen, organic baby food that would revolutionize the well-established, traditional but largely stagnant baby food category.  

Steering clear of convention and cliché, Brand Engine worked to create a completely unexpected approach that truly sets this offering apart and appeals to today's parent by expressing the essence of the product. Appropriate naming, identity and a distinctive packaging system attract the discerning, well-informed mom.

This contemporary, fresh and smart approach launched Plum Organics into nationwide distribution within the first year and secured its position as the #1 frozen organic baby food brand.

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The Dieline Awards: Second Place - Spirits - Double Cross Vodka

 

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Entrant: Capsule


 

Country: USA

Description: 

 

Old Nassau Imports was looking for a firm to create a bottle design which would match the price point of this premium spirit. Through research and strategy, it was determined that the package needed to delicately blend the rich heritage of the country from which the vodka came with a modern, simple and pure aesthetic reflecting the quality product it contained.

The strikingly simple form of the bottle provides a perfect canvas for small touches of rich detail, including hand lettered Slovakian poems, the Slovakian crest, and the logo for Double Cross which is a modern take on the Slovakian crest. The finished bottle matches the quality of the product inside, and elevates the full package atop a crowded category in the spirits industry.

Marketing Objectives: 

 

Double Cross Luxury Vodka is Slovakian heritage imported in a modern bottle. This bottle design started with a blank canvas and a proud country full of heritage to represent. The design needed to move into a crowded room, and get the glance of any bartender or patron. Simultaneously working on bottle shape to ensure cohesiveness, the team married opulence with history and energy with extravagance. The design challenge was to create a unique vodka experience from a country with plenty of heritage to be boastful. 

Primary audiences considered were consumers and bartenders. The bottle shape and pour were designed for the most proficient and efficient in the profession. The shape, graphics, cap and pour were designed to convey the value this country of origin places on the contents. For the consumer, the bottle details, shape and entire experience created beauty worth noticing from across the room. The final bottle design takes its place on the shelf with all the confidence of a major new player in the spirits industry.

The final result is the first rectangular bottle in the vodka category with a design that blends yesterday with tomorrow. The bottle becomes the brand and the brand becomes the bottle.

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The Dieline Awards: Second Place - Electronics, Technology, Movies, CDs - earBudeez

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EntrantJDA, Inc. Retail Ready Design

Country: USA

Description: 

By using the Audiovox earbuds themselves as eyes of individual characters, JDA, Inc. was able to give each colored earbud package a personality. We even named them: Bodie, Emo, Jay D., Skull Rojo and Zoie Jane.

Marketing Objectives:

JDA, Inc. was asked to reinvent the ME brand (Mobility Expanded) so it would appeal to a younger audience. Key drivers in the earbuds purchased in the $10-$30 range were color and style—not performance. JDA presented a wide array of packaging solutions drawing inspiration from sport shops, grocery stores and skate shops.

Additional images after the jump.



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The Dieline Awards: Second Place - Books, Office & Art Supplies, Toys, Clothes/Accessories - Copenhagen Board Game

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Entrant: Hello Monday

Country: US/Denmark

Description:

 

Hello Monday has designed Copenhagen's new board game that draws inspiration from classics like Monopoly and Besserwisser. Authenticity is a key concept in the design and brings together historic and contemporary elements to give players a real Copenhagen experience. To execute this mission everything in the game has been custom designed to reflect the city's ontology: the pieces, the bills, the game board, the cards, and the packaging. Grab a bike and ride your way to a better and more sustainable Copenhagen.

Marketing Objectives:

The Copenhagen Board Game is more than a simple board game. With a strong focus on sustainability, energy, transportation and nature, players are encouraged to think about their own choices in their efforts to build the city. In other words, the game encourages engagement, discussion and participation with the design. The game is being distributed and sold from high-end fashion and design boutiques throughout Scandinavia.

Additional images after the jump.

 



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The Dieline Awards: Second Place - Home, Garden, Pets - Flawless Paint

 

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Entrant: Turner Duckworth

Country: UK

Marketing Objectives:

 

Leading British DIY chain Homebase has created a range of wall paints with a distinct use within the market – the paint dries to a perfect finish whether applied by an amateur or professional decorator.

Designed and named by Turner Duckworth, our solution is based on the range use of perfection.  Thus the range has the biggest possible paint swatch (in t

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The Dieline Awards: Second Place - Bath & Beauty, Health & Personal - Snowberry

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Entrant: Interbrand

Country: New Zealand

Description:

What began as an idea is now a highly respected international business thanks to a wonderful and sometimes challenging partnership between an entrepreneur, business women, bio-chemist and Interbrand. The brand Snowberry is one of the ‘hottest’ newcomers on the international market with approaches by hopeful distributors on a daily basis. Interbrand has contributed to growing a product with huge potential, into a beautiful reality for its founder, while maintaining its core messaging and beliefs. All the while keeping an eye on the commercial reality and goals of the brand.

Marketing Objectives:

 

Interbrand was approached by businesswoman and bio chemist, Soraya Hendesi, who had developed a natural cosmeceutical product that was highly effective in reducing the signs of aging. Interbrand’s challenge was to define the potential of the product and advise the start-up company on all aspects of developing the business and getting the product to market.

Interbrand conducted a worldwide market intelligence report on cosmeceuticals, cosmetics, nature skincare products and luxury products. Interbrand concluded that there was an opportunity to position a brand in cosmetics, but positioned as younger, more aspirational and most importantly in ‘new luxury’.This distinctive positioning meant we needed to create a strong visual identity that captured an authentic narrative, and effectively added value to the name ‘Snowberry,’ which in itself is intended to instantly convey the core ideas of purity, freshness, innocence and enchantment.

For this purpose, Interbrand commissioned London artist Rob Ryan to create the unique artwork that is Snowberry’s visual and verbal signature. It is multi-layered and telling stories within stories that reflect the Snowberry philosophy. It is bright and whimsical and is suggestive of a world of ‘wonderment’ evident in the physical packaging, POS displays, and marketing material and all communications. Different parts of the illustration have been used on the different products throughout the range to make product differentiation of ease and provide a fluid, unexpected nature to the packaging. The use of matt laminate and gloss finishes give the range a sense of sophistication and style. As well as the core range of products and retail bags we designed magnificent New Zealand Kauri display boxes to hold the collection.

For a start-up, Snowberry has quickly gained the attention of distributors and media. The brand launched in Germany in November 2007 and the team selected this market because of its long-established consumer interest in environmentally sustainable products. Now, after just two years, Snowberry is represented in more than 30 of the finest perfumeries and department stores, and is opening at a rate of 3-4 new perfumeries a month. The rapidly growing retail footprint targets approximately 150 perfumeries before the end of 2012 with expansion also confirmed into Austria, Switzerland, Hong Kong and the UK.

Additional image after the jump.

 



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The Dieline Awards: Second Place - Wine, Beer, & Tobacco - Amstel Pulse

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Entrant: VBAT

Country: Netherlands

Description:

 

The bottle profile developed is elegant, tall and transparent. Slim, light and yet still beer like. The bottle shape is spear shaped. Thrusting upwards. The shoulder is pronounced and distinctive. The bottle ‘in hand’ is easy and light.

There is little graphic clutter on the bottle. The Amstel brand is simplified to its original circular device. A subtle 3D button effect modernises this iconic Amstel logo. The relatively small size of the new logo makes the new bottle feel special.

A ripple device surrounds the logo representing the brand character. Outgoing, self assured and magnetic. It is not composed of standard and traditional beer codes. The addition of Amstel in a bold almost architectural letter type contrasts nicely with the refined logo size.

The neck label is clean. The silver background (signal colour of this Amstel product) together with red (Amstel’s colour in its main markets) project a fresh and modern character. Not baroque design, just simple and balanced. The pull top differentiates the pack from all the standard ‘crown top’ competition."

Marketing Objectives:

 

"The product developed to attract new beer drinkers taps into the international consumer trends towards a growing appreciation for more accessible beer tastes and an increased focus on health awareness and well-being. New, Premium Quality Amstel Lager provides the same alcoholic ‘kick’ as a standard beer (4.7% ABV). It is easy to drink, not bitter and not heavy. As a bonus it contains fewer calories and fewer carbohydrates.

Amstel wanted to create a pack that felt different to standard beers. Something contemporary. Something new. Nothing less than an icon."

Additional images after the jump.



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The Dieline Awards: Second Place - Beverage - Coca-Cola Identity

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Entrant: Turner Duckworth

Country: USA

Marketing Objectives:

The redesigned packaging system returns simplicity and clarity to the Coca-Cola brand. Our design renews a spirit and aesthetic that celebrates Coke’s core elements – the Spencerian script, dynamic ribbon device, and contour bottle shape – and it emphasizes the positive and authentic qualities that make Coke a great brand. When Coke brought back its historical bottles for a special holiday promotion, we designed six-pack carriers that express Coke’s bygone imagery with a contemporary look.

Additional image after the jump.



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The Dieline Awards: Second Place - Food C - Thomas Haas Chocolates

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Entrant: Bricault Design

Country: Canada

Description:

"We first designed the mould for a chocolate bar in which no two pieces are alike, turning sharing into a game. The pattern of break lines is reflected in the embossing on the front of the package.

Next, we designed a series of packaging for the diverse array of products included in the Thomas Haas chocolates line. The Percentage series of chocolate bars emphasizes the importance of cocoa content on the chocolate experience, and it  was the first in a new line of products for artisan chocolatier Thomas Haas. The graphics convey the precise, percentage-focused theme while maintaining a playful spirit. Flourishes like embossing and foil stamping reference the luxuriousness of fine chocolate.

Each bar in the series of 6 has a different percentage of cocoa, and consequently a unique taste profile ranging from “creamy & well-balanced” to “bold & pure.” The graphical treatment, including the cocoameter on one side of the package, emphasize the influence of cocoa percentage on the flavour and texture of chocolate–an important aspect of this series.

A Tea series of chocolate bars focuses on various tea powders, all of which are high in healthful antioxidants. Each bar takes on a unique colouring depending on the powder used. For powdered hot chocolate, a can is made oval-shaped to maximize shelf presence. Consumers are invited to peel off the outer label when they are finished with the product, revealing a minimally-branded keepsake tin.

Finally, the Bites series and the Bark series are distinguished by their unique patterned windows which display Haas’s chocolates." 

One more image after the jump.



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The Dieline Awards: Second Place - Food B - NYC Spaghetti

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Entrant: Alex Creamer

Country: UK

Description: 

 

I created this spaghetti packaging for a university project last year. The brief was to package one of 5 difficult items i.e. eggs, a rose, custard powder, spaghetti or marbles. I chose spaghetti. The spaghetti sits on a 3d model of the chrysler building that was modelled on CAD by Ben Thorpe. And then modelled out of high density foam, creating a spaghetti model of the Chrysler building.

Objective:

 

A project designed to see what can be achieved with shape and form of food and packaging. Whether everyday food can be made to look attractive. Whilst keeping it fun and with a bit of humour along the way.

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