1. illy iconic tin

    In the last blog we looked at standout on shelf, describing some functional aspects like blocks of colour and the use of faces. But we believe that the most powerful form of standout is a truly engaging story. The story the pack conjures up in the mind of the consumer triggers an emotional response, overriding…

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  2. illy iconic tin

    If the Coke bottle promises a little bit of American spirit wherever you are in the world, then Illy does the same for Italy. Simultaneously full of passion and utterly cool, this iconic tin takes you straight to a pavement cafeteria in downtown Milan, your Armani jacket slung over the handlebars of the Vespa. Not…

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  3. Gü Chocolate Puds packaging

    I wouldn’t mind betting that the origin of this entire brand began with a light bulb moment, prompted by a comment in a research report along the lines of: “I love chocolate desserts that are thick and gooey…” There’s another apparently true story that this design was presented to the client as if it was…

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  4. Happy egg boxes

    In this case both. The delightful ‘egg-chicken’ character perched on a friendly, natural typeface makes a truly effective brand identity. The genius here lies in the name because it tells a bigger story: happy eggs means happy chickens means happy customers. Not in this shot but the brand offers an extra large size called ‘Biggies’,…

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  5. Kettles chips section in a supermarket

    Great big, bold colour blocks with no product photographs or illustrations, everything you need to know about this brand is conveyed through type. What it actually says of course, but also how it feels: Raw, natural, honest. Not so long ago the packs showed a man stirring a giant pot (or ‘kettle’ in American), but…

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