Aliment Accentuation

Dean & DeLuca aims to get back to its roots with an in-house redesign project spanning the entire private label collection. “It was important for us to get everything redesigned and rebranded back to our core elements. Now, the customer can identify our products more easily on the shelf, and they standout as being our own and as having a consistent core brand style,” Jenny Burgett, graphic designer, brand identitiy and packaging, Dean & DeLuca, comments.

Utilizing the brand’s core colors of black, white, silver, PMS 877 for printed labels and PMS 432 gray: the redesign strives to keep packaging as white and light as possible. Taking a cue from the Neo-classical, minimalist look of the brand’s retail spaces. Glass bottles and jars are used throughout the collection to emphasize a natural look. For products the brand could not show, due to the nature of the packaging, such as the boxed baking mixes, photography was employed.

A clean sans serif typeface is consistent throughout the line, and denotes the product category; while a cursive font, based on the handwriting of one of the founders, Jack Ceglic, depicts the variety on pack. “We wanted to revert back to our own history and the value in that, so we decided to bring that font back into all of our packaging. It represents a strong part of our brand history,” Burgett explains.

A palette of secondary brand colors is used as a guide when choosing accent colors for products that need to be distinguished on shelf. For instance, the syrup and dipping oil collections, both featuring four flavor varieties, utilize the palette of secondary brand colors. However, for the brand’s 10 glass packaged salts, only the primary color palette was utilized, as the unique coloring and textures of the salts serve as an adequate differentiator on shelf.

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Snapshots: June/July 2013 Issue

Aliment Accentuation
Packaging that says, ‘It’s all about the food.’

Dean & DeLuca aims to get back to its roots with an in-house redesign project spanning the entire private label collection. “It was important for us to get everything redesigned and rebranded back to our core elements. Now, the customer can identify our products more easily on the shelf, and they standout as being our own and as having a consistent core brand style,” Jenny Burgett, graphic designer, brand identitiy and packaging, Dean & DeLuca, comments.

Utilizing the brand’s core colors of black, white, silver, PMS 877 for printed labels and PMS 432 gray: the redesign strives to keep packaging as white and light as possible. Taking a cue from the Neo-classical, minimalist look of the brand’s retail spaces. Glass bottles and jars are used throughout the collection to emphasize a natural look. For products the brand could not show, due to the nature of the packaging, such as the boxed baking mixes, photography was employed.

A clean sans serif typeface is consistent throughout the line, and denotes the product category; while a cursive font, based on the handwriting of one of the founders, Jack Ceglic, depicts the variety on pack. “We wanted to revert back to our own history and the value in that, so we decided to bring that font back into all of our packaging. It represents a strong part of our brand history,” Burgett explains.

A palette of secondary brand colors is used as a guide when choosing accent colors for products that need to be distinguished on shelf. For instance, the syrup and dipping oil collections, both featuring four flavor varieties, utilize the palette of secondary brand colors. However, for the brand’s 10 glass packaged salts, only the primary color palette was utilized, as the unique coloring and textures of the salts serve as an adequate differentiator on shelf.

 

Branded Luxury
Italian Alps channeled in artisan chocolate package design.

Nestled in the Italian alpine resort community of Breuil-Cervinia, a boutique hotel by the name of Principe Delle Nevi, or “Prince of Snow” beckons ski enthusiasts worldwide. Plan B Creative Team (www.planbproject.com), Tel-Aviv, Israel, took on the task of creating a sub-brand chocolate line for the hotel.

Dubbed “The Chocolate”, Plan B’s brief was to create a branded luxury packaging for the hotel’s unique handmade chocolates. “Our goal was to combine the new and the old. A mix between classic Italian design and clean and modern elements, reflecting the hotel’s branding and interior design.” explains Max Gat-mor, creative director and partner, Plan B.  The logo that appears on the packaging is a mix between a contemporary typeface and the brand name; an image of the “Matterhorn” mountain, the central view from the hotel, is the focal point and consistent throughout The Chocolate line. The chocolatier’s autograph appears on the sleeve and labeling, adding to the artisanal quality of the collection.

Hotel Principe Delle Nevi offers a selection of luxury chocolate pralines, housed in high-quality thick duplex paper. Israeli printing and packaging service supplier Ravgon collaborated with Plan B to conduct material research and testing until the current box was developed. For efficiency and budget consciousness, the custom chocolate box is printed entirely on a single sheet of paper, using only three Pantone colors. Hot stamping the Hotel Principe Delle Nevi’s crest onto the package further reinforces the high-end appeal.

Brushed aluminum bags, sourced through a large coffee packaging vendor evoke a contemporary look and feel. Digitally printed labels with a complementary color palette provide the brand with flexibility to add new colors as seasonal flavors are introduced into the line. The artisanal quality is further continued as a “freehand” font type was selected for the labels as a flavor descriptor.

 

Sweet Reunion
The Mike and Ike split is settled.

Mike and Ike, the infamous duo of the Just Born Inc. family settled their differences and reconvened, after taking a year to explore separate interests. The fruit-flavored candy brand was revitalized, with a complete packaging redesign, by BrandFirst (www.brandfirstnj.com). A redesign was in order, for the brand to be more relevant with the target consumer, ages 13-19.

“The creative brief outlined the need for three different design families: Fun & Energetic, Cool & Hip, and Futuristic & Trendy,” explains Donald Huston, Mike and Ike, brand manager. Huston comments on the redesign capabilities of BrandFirst: “Their design creativity, confirmed by extensive consumer testing, led us to a fantastic design that is new and fresh but still very much tied to the historical visual cornerstones of the brand.” On the logo, the word “and” is now situated on a vertical plane between Mike and Ike; dimension applied to the background generates the sense of motion.

“We introduced black as a mainstay color, to work across all of the flavors of the brand,” explains Amy Happ, BrandFirst, creative director. “That really gave it the edge that we were looking for, and with that we built on it with the futuristic background.” Gone are cartoony fruit illustrations; custom illustrations featuring photo realistic quality now grace Mike and Ike packs. The on-pack “bean” graphics were given a sleek redesign, now debossed and featuring a translucent appearance.

Mike and Ike’s color palette expanded with the redesign; transitioning from a spot-color printing process to a seven-color printing process. “Our suppliers are delivering on the expanded gamut printing process that we need to really deliver on the new eye catching design.” explains Huston.

 

Sensual Structure
Condom brand enters new territory.

Church & Dwight wanted to address a new market with its Trojan brand, so Trojan Lubricants was created. To develop a visual identity for the collection of three varieties of gender-neutral personal lubricants, Church & Dwight approached strategic partners, Product Ventures (productventures.com), for structural design and Colangelo (colangelo-sm.com), for graphic design and communication of the outer carton.

Product Ventures’ client director on the Trojan project, Sarah Palomba recaps the design firm’s goals, “The idea was that the package would be engaging, feature dynamic color, and appeal to both sexes through its alluring and captivating form,” The environment of use was yet another design element addressed, “Another key design goal for the product was understanding the environment of use and therefore we sought to make the package as easy-to-handle and intuitive to use as possible.” continues Palomba.

The PP cap is fully integrated into the curved PET bottle shape, assisting with the one-handed-operation design. A luxurious gold ink, bearing the Trojan logo is pad-printed on the front of the hourglass bottle, versus a lamination process, which could potentially get slick. The jewel-tone bottles evoke a premium feel via use of a pearlescent finish. Peter Clarke, CEO of Product Ventures reflects, “The branding on the bottle is minimal so that the structure becomes the primary visual. The form evokes a passionate embrace with the intertwining curves and undulating surfaces.”

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Top Beauty Packaging Innovations Selected as HBA IPDA Finalists

HBA Global, the leading product development source for the beauty and personal care industry, has announced the finalists of its Annual International Package Design Awards (IPDA). The IPDA Finalists will be displayed during the HBA Global Expo & Conference, June 18-20, 2013 at the Jacob K. Javits Convention Center in New York. The IPDA Winners will be announced on Wednesday, June 19th by a celebrity presenter during an awards reception in the IPDA Showcase open to all HBA attendees.

As the only design award to celebrate the year’s most innovative packaging in all of beauty’s product categories, the HBA IPDA received entries from major brands, niche players and indie companies from all over the world.  

 A Judging Committee of designers, packaging executives, brand experts, and media voted on the impressive packaging projects for the final selection. Some of the comments about this year’s finalists included:  “great concept”  “good design consistency” “breakthrough graphics” “clean contemporary design;”   and “innovative product delivery system.”

The 2013 HBA IPDA Finalists in 13 Categories are: 

COSMETICS MASS
Bronze Booster Glow-Boosting Shimmer Veil by Physicians Formula Inc.; submitted by Physicians Formula Holding Inc.
FLOWER Lip Service Lip Butter by FLOWER Beauty; submitted by Maesa
Telescopic Shocking Extensions Mascara by L’Oréal Paris; submitted by L’Oréal Paris
The Curve by NYX Cosmetics; submitted by NYX Cosmetics

COSMETICS PRESTIGE
HD Dual Sided Brush 110, 120, 130 and 140 by Japonesque; submitted by Anisa International
NAKED Skin Weightless Ultra Definition Liquid Makeup by Urban Decay; submitted by Alison Brod Public Relations
Peak Performance Mascara by Pop Beauty; submitted by Pop Beauty
Stila Snow Angel Color Palette by Stila; submitted by Stila
Winks by Georgie by Georgie Beauty; submitted by Georgie Beauty

FRAGRANCE MASS
Ambre Noir Eau de Toilette for Men by Yves Rocher; submitted by Yves Rocher North America Inc.
Beauty Red by Esika; submitted by Belcorp
FLIGHT Sport by Michael Jordan by Five Star Fragrance; submitted by Siren Public Relations, Inc.
Royal Copenhagen 1775 by Five Star Fragrance Company, Inc.; submitted by Five Star Fragrance Company, Inc.

FRAGRANCE PRESTIGE
Bond No. 9 Central Park South by Bond No. 9 New York; submitted by Alison Brod Public Relations
Forsaken True Blood Eau de Parfume by Forsaken LLC; submitted by Virtue Development Company
Sephora’s Beautiful Story by Sephora; submitted by Vivabox USA & Canada
Tom Binns for Lisa Hoffman Beauty Fine Fragrance Jewelry by Lisa Hoffman Beauty/Tom Binns; submitted by Lisa Hoffman Beauty

HAIR CARE
Aqua Net Hairspray by Lornamead Inc.; submitted by The Goldstein Group
L’Oréal Paris Advanced Haircare by L’Oréal Paris; submitted by L’Oréal USA
NEVO by Pravana; submitted by Pierce Mattie Communications
Show Beauty by Maesa; submitted by Maesa
Toppik Starter Kit by Scott-Vincent Borba; submitted by Blue Sky Marketing Communications

INNOVATIONS IN SUSTAINABLE PACKAGING
Divine Desire MAC Holiday Clutch by MAC; submitted by MG New York
Eclos by Freeman Beauty; submitted by Viva Healthcare Packaging
EcoTools by EcoTools; submitted by Paris Presents Inc.
Jing Ai Sierra Glow Duo by Jing Ai; submitted by Jing Ai
Stila for E! Live from the Red Carpet Solar Illuminated Refillable Compact and Powder Duo by Stila for E! Live from the Red Carpet; submitted by Stila

PERSONAL CARE MASS
Dove Men + Care Face Care and Shaving by Unilever – Dove; submitted by Raison Pure NYC
Monsters University 3-in-1 Body Wash by MZB Accessories; submitted by MZB Accessories
Seventh Generation Body Wash and Sensitive Care Lotion by Seventh Generation; submitted by TricorBraun
Strong Nutrients by Strong Nutrients; submitted by Pearlfisher

PERSONAL CARE PRESTIGE
Another Place by Watergate Bay Hotel; submitted by Pearlfisher
Maine Beach Organic Olive Oil Body Care Range by Cocco Corporation; submitted by Harcus Design
MDSolarSciences by MDSolarSciences; submitted by MediaCraft
Victoria’s Secret SEDUCTION, No. 1 Dark Orchid Fragrance Mist by Victoria’s Secret; submitted by VPI

SAMPLING/TRAVEL SIZE PACKAGING
ARTISTRY Intensive Skincare 14 Night Restore Program by Amway; submitted by PKG GROUP
Botanist’s Travel Sprays by Ineke; submitted by Ineke LLC
HOMMAGE Skincare Travel Capsules by HOMMAGE; submitted by Hommage
Silkening Power Infusion by Aquage; submitted by SalonQuest, LLC

SKIN CARE MASS
Fresh Effects by Olay; submitted by Procter & Gamble
La Fresh Eco-Beauty Anti-Aging Face Cleanser Wipes by La Fresh Group, Inc.; submitted by Diamond Wipes International, Inc.
Oceana by Procter & Gamble; submitted by Landor
Youth Code Texture Perfector Day/Night Cream by L’Oréal Paris; submitted by L’Oréal Paris

SKIN CARE PRESTIGE
Caudalie by Caudalie; submitted by Raison Pure NYC
CLAYSPRAY by PHARMACLAY DELIVERY SYSTEM, SL; submitted by PHARMACLAY DELIVERY SYSTEM, SL
Exuviance Targeted Filler T5 by NEOSTRATA; submitted by PKG GROUP
FIRMX Firming Night Moisturizer by Peter Thomas Roth; submitted by Peter Thomas Roth
Tresor Rare Skin Care by Dead Sea Premier cosmetics laboratories ltd; submitted by Dead Sea Premier cosmetics laboratories ltd

SKIN CARE PRODUCT LINES
GOLDFADEN MD by Nadia Yousif for Goldfaden MD; submitted by Creative Media Marketing
Miracle 10 by Miracle 10; submitted by Miracle 10 Cosmetics
Regenerist, White Radiance and Aqua Action by Olay; submitted by Procter & Gamble
SolScents by SolScents; submitted by Berlin Packaging / Studio One Eleven

TOOLS AND AT-HOME DEVICES
AKI by Paul Brown Hawaii Marketing Inc.; submitted by Paul Brown Hawaii
LightStim for Wrinkles by LightStim International, Inc; submitted by Behrman Communications
MACRO Exfoliator by Rodan + Fields Dermatologists; submitted by Rodan + Fields Dermatologists
Riiviva Microderm by Creative Media Marketing; submitted by Creative Media Marketing
Tria Beauty by Tria Beauty; submitted by Pearlfisher

To view photos of the 2013 IPDA Finalists go to: http:/www.hbaexpo.com/ipda/2013-hba-ipda-finalists

Visit http://www.hbaexpo.com for more information and to register for the HBA Global Event and see the IPDA Finalists up close and personal.  Beauty Packaging and HAPPI magazines are the media sponsors of the HBA IPDA Awards.

About HBA Global Expo & Conference
HBA Global Expo & Conference produced by UBM Live, is the premier product development source–from concept to market–for the cosmetics, personal care, skin care, fragrance and wellness industries and features a comprehensive educational program and exhibits floor.  HBA visitors comprise the top prestige, mass and emerging beauty and personal care brands worldwide. The next HBA Global Expo & Conference will take place June 18-20, 2013 at the Jacob K. Javits Convention Center in New York.

About UBM Live
UBM Live connects people and creates opportunities for companies across five continents to develop new business, meet customers, launch new products, promote their brands and expand their markets.   Through premiere brands such as MD&M, CPhI, IFSEC, TFM&A, Cruise Shipping Miami, the Concrete Show and many others, UBM Live exhibitions, conferences, awards programs, publications, websites and training and certification programs are an integral part of the marketing plans of companies across more than 20 industry sectors.

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Attention Grabber

When it came to creating new packaging for its Stretch Marks Therapy product, Mederma needed something that would really stand out on store shelves — and not just for the standard reasons. Along with a low shelf location in many retail locations, Mederma has a luxury product price tag of $40. The price presents a package design challenge because it compelled many retailers to apply anti-theft devices to the package or keep the product in Lucite cases or covered by plastic spiders.

 “We know that many retailers carry us on the bottom shelf, and we just get lost in the skincare aisle because there’s a sea of different body lotions,” says Emily Kloop, senior brand manager for Mederma. “Most of the body-lotion brands have multiple facings, and we just have one. So we really needed to do a better job of standing out.”

Merz USA, which owns the Mederma brand, turned to Little Big Brands to redesign both the packaging and the tube. After an extensive package development process—the project took about a year to complete—Little Big Brands created a package that overcame Mederma’s $40 retail price by communicating to consumers that this was a premium product worth the higher price point and aided the brand to stand out in some of the darkest shelves in the retail aisle.

Thinking inside the box
Mederma and Little Big Brands started by deciding which packaging elements should remain. To retain its product-to-retail shelf ration, the footprint stayed the same. This also helped control some of the package production and operations costs.

But the box shape was changed, from a free-standing design with an angled front to a rectangular box. Little Big Brands partnered with Sergio Gedanke, founder of Charge ID,  on the structural design, which provides more places to hold information without requiring more shelf space.

Gedanke designed a box with an attached front flap. Little Big Brands used an upscale and bright color palette that stands out on a dark, lower retail shelf and contrasts with the rich purple panel below.

The open-flap structure also provided an element of discovery befitting a skincare product in the $40 price range. When the front flap is opened, it reveals a shapely die-cut window that enables shoppers to view the tube inside.

Consumer preference for this elaborate reveal is more than a statement of assumption by Merz and Little Big Brands.  Little Big Brand’s test marketed several design concepts with focus groups in New York, Chicago and Los Angeles as part of the design development process. Pamela Long, director of client services for Little Big Brands, says that the consumer research showed a preference for the open-flap structure and tube visibility, and for using the board material instead of the plastic-heavy options presented.

“One of the key takeaways that we got from the consumers, and from the client too, was that while people liked the current package, it needed to feel more premium,” Long says. “Consumers also really needed to be confident that they knew what they were getting, that there weren’t any surprises inside the carton.”

The front panel has a curved shape, and is held in place with a Velcro Velcoin fastener so the panel can be opened by shoppers without damaging the carton. The back side of the front flap shows circular before-and-after photos of skin treated with the Stretch Marks Therapy product, with text citing the results of a clinical study and promising improvement with 12 weeks of consistent use. The tube, which is supplied by Linhardt, sports text that describes the product as “dermatologist recommended” and promises a money-back guarantee.

To help make the argument for Mederma’s higher price tag and convey a more clinical look, the carton is designed to present large amounts of the text cleanly. One side panel is nearly filled with ingredient and benefit information, and there’s romance copy on the back panel.

“One of the things that we noticed when we sat down with the brand is that the packaging could actually look somewhat editorial,” says John Nunziato, founder and creative director of Little Big Brands. “We liked the idea of picking the carton up, and then opening and reading it as a book.”

A different color
The new packaging retains the Mederma logo, which is also used for the brand’s line of scar-treatment products. But the logo is now run significantly larger than on the previous package, filling one side panel and the top of the box, and appearing in large text on the front panel. The logo is embossed to capture as much light as possible, and the words “stretch marks” appears in large text, to clearly differentiate this product from the brand’s scar treatments. Long says the large text and its many placements also served as a solution to anti-theft devices, ensuring consumers could read the key information even if an anti-theft device is applied to the package.

Concerns about visibility on the bottom shelf also informed the color palette used on the foil-board packaging. The previous package used a dark burgundy, along with a gunmetal gray and white. Pharma Packaging Solutions printed the new carton with  a more vivid, luminescent purple, and Nunziato says several white blends were used strategically to enhance the box’s sheen and make the type stand out better on the matte aluminum substrate. Where the old package was primarily white with burgundy text, most of the new one is covered in the brighter purple with the text in white.

“We upgraded the color palette because the particular colors they had been using happen to be dark on the top shelf and really dark on the bottom shelf where it can be hard to see them,” Nunziato says. “You don’t see a lot of this color on the shelf; it feels really positive without feeling young and bubble-gummy. In some ways, it looks more like a beauty product than simply a skincare product.”

While the carton and the tube were redesigned concurrently, “we made the collective decision that the carton needed to be hero,” Long says. “That the carton needed to sing, and would lead the tube.” And sing it does, according to Jessica Wright, associate director of over-the-counter products marketing, Merz. “We have a fantastic product that was often overlooked on shelf because its aesthetic was so quiet,” says Wright. “The redesign not only gave Mederma Stretch Marks Therapy a much more premium look. And the best part—you literally cannot miss it!”  

For more information, visit
Charge ID, chargedesign.com
Little Big Brands, www.littlebigbrands.com
Pharma Packaging Solutions, www.pharmapackagingsolutions.com
Velcro, www.velcro.com

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Topline Introduces Cosmetics Case for Consumers ‘-On-the-Go’

Topline Products, a leader in innovative cosmetics packaging and products, has developed an innovative make-up case, especially for travelers, with a complete palette of color cosmetics and accessories. The sleek, elegant case for Lancôme’s ‘L’Absolu Voyage’ is designed with two levels to provide consumers on-the-go ultimate convenience and practicality.  The packaging was developed by Topline’s Primapack operation in France.

This luxury cosmetics kit features the latest “slide to open” technology. The case’s bottom level smoothly slides to the front, and then to the side, to reveal the complete color palette – all of the products in the compact are visible at the same time for ease of use. The mirrored palette with high quality magnetic closure contains everything to make up eyes, cheeks and lips, ranging from lip gloss to eye pencil, mascara and powder. The sliding case also comes with professional quality applicators including sponge and brushes.

The ABS SAN make-up case is rendered in a deep black color and features Lancôme’s emblematic rose in hot stamping. The entire package’s innovative design meets the demands of both performance and practicality combining an elegant look with a fun, dual-level sliding system.

About Topline Products
Headquartered in Wayne, New Jersey, Topline manufactures primary and secondary packaging, color cosmetics, skin care, bath and body products, eyelash curlers, and cosmetics applicators. Topline’s service levels are comprehensive ranging from simply selling empty packaging to providing full turnkey services including customized packaging, formulations and filled products. Topline believes in innovation. Since 1990, Topline has invested its resources in developing new packaging ideas, obtaining more than 40 patents globally. The company has manufacturing facilities in the U.S., Mexico and China. With approximately 1,500 employees worldwide, Topline has sales of over $100 million.

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