Archive for the ‘Packaging’ Category

New “Altoid Sours” Packaging: Curiously Strong – Citrus, Apple, Raspberry, Tangerine & Mango…

Friday, November 19th, 2010

ALTOIDS TANGERINE SOURS
New Curiously Strong Altoids Sours in a Tin and … Altoids brand has expanded it’s packaging line to include not only mints but sours, gum and sugar free mints in miniature portable 1.76-Ounce  tins that include 4 new flavors: citrus, apple, raspberry, Mango and tangerine.

altoids

The new packaging design was created by Spring Design Partners in New York along along with Steven Noble’s expertise in woodcut style illustrations to create colorful fruit illustrations for their new packaging.

http://www.altoids.com/

SKYY SPIRITS BRINGS AWARD-WINNING ESPOLON™ TEQUILA BACK TO U.S. FANS POPSOP.COM

Thursday, August 19th, 2010

Iconic Tequila Brand Returns with Same Great Liquid Presented in Updated Packaging with Imagery that Celebrates
“Real Mexico”

espolon_tequila_new1

SAN FRANCISCO (May 3, 2010) – Espolón™, the super-premium tequila that evokes the storied culture of “real Mexico,” is returning to the U.S. market. Skyy Spirits, the U.S.-based wholly owned subsidiary of Gruppo Campari and the definitive marketer and distributor of super-premium and luxury spirits brands in North America, is proud to bring this 100-percent Weber Blue Agave tequila brand north of the border again with a new look, yet with the same award-winning liquid.

Espolón was originally introduced in the United States in 2000, garnering praise from Tequila experts and winning a Double Gold Medal at the San Francisco World Spirits Competition as well as a Platinum Rating by the Beverage Testing Institute. Gruppo Campari, who in 2009 bought the Espolón brand along with the San Nicolas Distillery where it is made, is reintroducing the brand following a three year hiatus in the US.

While Espolón’s liquid remains the same, the packaging and look/feel of the brand have been redesigned and repositioned, with a focus on trumpeting life in real Mexico. The new decorative label on each Espolón bottle illustrated by Steven Noble pays tribute to the Mexican artists who inspired the world with true portrayals of the country’s rich history and complex everyday life. Striking, stark block print artwork features the characters of Guadalupe, Rosarita and the proud rooster, Ramón, reliving Mexico’s rich cultural stories.

The Espolón Blanco label, entitled “Independencia,” illustrates Guadalupe and Rosarita joining Father Miguel Hidalgo’s valiant campaign for Mexican independence from Spain. The Espolón Reposado label tells the story of “recuerdo” (“remembrance”), in which Guadalupe and Rosarita grace the markets of Mexico City, the new metropolis built on the fallen Aztec capital. Here, the couple schemes to infuse elements of Aztec culture into every market to ensure the remembrance of that great society. The labels serve to provide history and offer insight into the rich and fascinating stories of real Mexico.

OLD SPICE FRESH COLLECTION / PROCTER & GAMBLE / LANDOR ASSOCIATES Cincinnati, USA

Friday, August 6th, 2010

Brief Explanation:
We were challenged to design a new, intriguing deodorant package that upset the consumer perceptions that all Old Spice scents smelled the same and that Old Spice scents were old and musky. The proposition had to be relevant to young people within Old Spice’s key markets of North America, Latin America, and Eastern Europe.

“Procter & Gamble’s Old Spice brand was plagued by negative consumer perceptions that all the scents smelled the same, old and musky. Working as a part of a cross-functional project team, Landor Associates Cincinnati along with Steven Noble’s illustrations were able to deliver packaging that clearly communicated a range of unique fresh fragrance experiences from Old Spice.”

old_spice_deodearants

Describe the brief from the client:
Old Spice first hit shelves in 1937 and quickly became a top selling shave soap and aftershave. In the 1990’s, P&G purchased the brand and relaunched it as a male high performing deodorant. While the deodorant was offered in various scents, the early technology forced them all to have similar base note characteristics. By the mid 2000’s, Old Spice had lost its positive scent equity to the Axe brand, and was losing relevancy among young men, an important consumer target. We were asked to reinvigorate the brands fragrance heritage by developing packaging for a new line of four unique experiential deodorants based on the concept, ‘Scents inspired by the freshest places on earth.’

Description of how you arrived at the final design:
Following qualitative research, full colour imagery was identified as the best way to bring to life destination-themed fragrances. Steven Noble’s classic hand etched style of illustration common to 19th century nature books was leveraged to communicate Old Spice’s 70+ years of heritage. Delightful surprises, including sharks and bears were added to each illustration, enhancing the consumer’s emotional connection with the fragrance as well as updating the traditional illustration style. Red, traditionally the brands dominant colour, was used sparingly after it was identified as a signal of heavy, musky scents.

Indication of how successful the outcome was in the market:
Early sales results indicate that the initiative is expected to exceed expectations

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