red dot: best of the best (Packaging)
red dot award: communication design 2009
Enormously high demands are made on the discipline of packaging design today: a well-designed and successful package must be not only functional – meaning that it is easy to handle, stackable and solid – it must also appeal to consumers on an emotional level. It must stand out at a glance among many competing products and simultaneously ensure the recognisability of the brand. Finally, the package needs to convey its content as intuitively as possible and have been produced in compliance with sustainability criteria. The designer of a package thus has to possess the skills of both a communication designer and a product designer.
How all these various demands can be fulfilled at the same time is successfully illustrated by the packing for a soybean milk drink. The ergonomically designed glass bottle is inspired by the shape of soybean pods and their softly rounded seeds, thus immediately hinting at the drink’s main ingredient. In addition to the bottle shape, the choice of recyclable packaging materials too reflects the untreated and natural purity of the drink. Together with its plain and reduced typeface on the green film coating, the package communicates a clear and concise overall message that helps the product to be perceived as a contemporary drink.
design
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