This brightly colored soup packaging makes us want to dig in right away. Marco Inve created the design for Veg Box by incorporating playful illustrations of vegetables.
“Series of packaging I designed for Veg Box, an independent organic soup brand made in Italy. It includes a pattern with chopped veggie ingredients and bright colours for each recipe.”
Designed By: Marco Inve
Location: London, UK
Pepsi has continued to innovate in order to keep up with the times and we’re here for it. We’ve picked out 12 Pepsi packaging designs that we love.
If you’re an NFL fan, this project just might be for you. Jones Knowles Ritchie designed this striking packaging for the NFL’s 2017 special edition Bud Light bottles. The bottles serve as a way for football fans to show off their team spirit while simultaneously enjoying a nice cold one.
“Off the heels of the successful 2016 NFL team cans, we were tasked with continuing to elevate and raise the bar with NFL 2017 packaging. As Bud Light had begun to build brand equity with the NFL team cans and grow their partnership as the Official Beer Sponsor of the NFL, the challenge was to unveil team cans that would unleash the passion in fans across America like never before. For fans hibernating since Super Bowl Fifty, these team cans would be the ultimate symbol of returning to glory. Think of the fans that paint themselves in team colors, chant the loudest, and own more team gear than you can imagine. Those super-fans are the ones we were after, and knew we had to keep raising the bar to keep their attention.”
“The team cans were nothing new. Bud Light had been creating them for years, often an expected part of the yearly Bud Light lineup. Only with the new visual identity launch in 2015 however, was there a new set of tools to unleash the NFL packaging in all its glory. After raising the stakes in 2016, we were ready to lean in to the new and exciting challenge to make this year’s team cans the ultimate badge of fandom.”
“Leveraging our Core brand assets, we decided to take a Limited-Edition approach with minimal Bud Light branding aside from the racetrack logo front and center. This left the rest of the can blank to be used as a canvas for each team’s colors and logos that would shine through and take the forefront. For this year’s packaging, we decided to push the envelope even further and put team-specific rally cries, giving fans another reason to raise a can and cheers to their favorite team.
Each team’s rally cry went through extensive NFL league and team approvals to land on the line that felt true and authentic to the team and fans. The results were tailored and relevant taglines—from ‘Mile High Salute’ to ‘Forever Faithful’—that spoke to loyal fans and made the cans a one-of-a-kind collector’s item.”
“One thing we kept in mind throughout was how to elevate this platform to speak people first—in this case the fans—and brand second—Bud Light and the equity it has built. As we know how recognizable the Bud Light wordmark and racetrack is among consumers, we had the opportunity to strip away the layers that speak of our brewing credentials and offer this real estate to another big brand (the NFL) whose very fans enjoy drinking Bud Light.
We also did not want to forget what Bud Light is all about: Friendship. A brand which brings people together to have fun. Best enjoyed in a pair, with smooth and crisp drinkability, One of the ways we brought the idea of friendship to life was by showing Bud Lights as a two-up lineup, thus hero-ing the team’s logo and tagline.”
“Targeting the die-hard NFL fans and current Bud Light drinkers (LDA 21+), the 2017 team cans were distributed in-stadium, on-shelf at supermarkets and in fridges across convenient stores nationwide, as well as being a collector’s item on eBay. The campaign has appeared in publications including Forbes, Golf Digest and PR Newswire.”
Designed By: Jones Knowles Ritchie
Global Executive Creative Director: Tosh Hall
Creative Director: JB Hartford
Design Director: Robert Medkeff
Senior Designers: Cyrus Blais & JP Elliott
Designer: Izgi Yapici
CEO, The Americas: Sara Hyman
Visualization: Justin Goode
Group Account Director: Phil Buhagiar
Senior Account Manager: Josh Griffin
Account Executive: Zach Anziska
Client: Bud Light
Location: New York City, New York
The award-winning Loch Lomond Brewery needed a bold new look to achieve their big ambitions. The brewery wanted a brand that captured the quality and creativity of its beer while celebrating its home, so they turned to Thirst Craft.
With two very different ranges to rebrand - traditional Classic Range vs experimental Craft Range - Thirst set out to match Loch Lomond’s iconic beauty with the brewery’s iconic beer through an overarching creative theme: modern perspectives of an ancient land.
Perspective No 1: Iconic Identity
Thirst designed a bespoke wordmark featuring subtle arcs and waves in the letterforms to mimic the land’s peaks and loch. This mark of quality sits high and proud across the whole portfolio as a consistent mark of quality.
Perspective No 2: Modern Classic Range
For the brewery’s more traditional Classic Range, Thirst needed to create a timeless perspective of Loch Lomond that brought to life each beer’s namesake.
Thirst commissioned Jack Daly to create a series of illustrations designed to take drinkers on a journey of discovery through the Loch. Each image follows one man’s day out by capturing stunning scenes from the shoreline. The images are dotted with delightful discoverables to tell the story behind the beer such as the Silkie’s silhouette or Luss’s Fleur de Lis etymology. Satisfyingly, the light source even travels from morning to night across the range, tracking the day’s progression.
The finishing touch throughout the portfolio is a clean, colour coded modular system to help range navigation. This is echoed with back of pack tasting notes that succinctly cover hops, taste and finish so drinkers can compare and contrast the range easily - like tasty Top Trumps.
And as each new range brings a new perspective of Loch Lomond, these collectible Classics are just the start. A much more avant-garde Craft Range is coming soon, bringing with it an experimental perspective that again matches Loch Lomond Brewery’s iconic beer with its home’s iconic beauty.
Designed By: Thirst Craft
Illustration: Jack Daly
Location: Glasgow, Scotland
By: Theresa Christine
“Expect to hear more about the non-alcoholic spirits industry in coming years!”
If you had to reread that sentence, make no mistake: sales of non-alcoholic spirits (along with other low- or no-alcohol beverages of their type) from AB InBev are reported to double by 2025. And while heading to the bar to grab a stiff drink sans alcohol might not sound that enjoyable, Hamish Campbell, Creative Director of Pearlfisher New York, would disagree. After all, just take a look at Seedlip.
Pearlfisher designed this distilled non-alcoholic spirit, and it isn’t just gin without the kick. Sure, it looks like something you’d throw into a traditional cocktail—it has a classic spirits bottle shape, an artful illustration on the label, and it definitely doesn’t feature a big sticker that says “No Alcohol.” But this beverage is its own entity, its own unique experience from what you might usually order at a bar.
Seedlip won a Dieline Award in 2016, and since then we’ve noticed some other equally notable low- and no-alcohol designs. We recently saw jones knowles ritchie design Bud Prohibition, a booze-free brew that pays tribute to Budweiser’s history during American Prohibition. There’s also Rocktails, a citrus-infused sparkling beverage inspired by botanicals that B&B Studio designed.
More and more designers will see these types of projects coming to their desks, but why is there a growing demand for them from consumers?
“I think there’s obviously a much larger health trend that’s been going for a number of years,” explained Hamish. “We’ve seen it in the food industry, and brands were, in turn, reacting to that.”
In 2016, Americans consumed less alcohol than the year before—the first time that number has dropped since 2011. According to the world’s largest distiller, Diageo, alcohol consumption in the developed world has been on decline for decades. But it’s particularly driven by those who drink wanting quality over quantity. More than any generation before, young people are more health conscious about the ingredients which go into what they consume, and they’re willing to pay for it.
Of course, designing for this category of finely crafted alcohol-free spirits is just as challenging as it is exciting. “Historically, beer has always been the one doing non-alcoholic versions,” said Hamish, “but people sometimes still view it as subpar. They have it because they’re the designated driver, not because they really want it.”
But something like Seedlip? This is not a drink you settle for—it’s one you actually can’t wait to try.
For this project, Hamish said they followed some of the set design codes established in the liquor space. “We had to play those games,” he confessed. But when it came to the actual design, they didn’t highlight the non-alcoholic aspect; instead, they highlighted the experience.
“The key thing,“ he said, "is that you almost don’t talk about the drink having no alcohol. You talk about a more interesting experience or story.
“The success of Seeplip is that it’s got interesting flavors—it’s about nature and the ingredients. It’s got a much deeper experience, and that’s exactly what consumers are looking for.”
Seedlip combines six individually distilled barks, spices, and citrus peels for a delightfully refreshing flavor. It’s incredibly nature-focused, and Pearlfisher brought the botanical element to the forefront of the design. On the label, you see a profile of a fox created with a combination of leaves, bark, and flowers—it’s subtle and intriguing. It makes the consumer want to try it for the one-of-a-kind flavor rather than just drink it as a backup when having a cocktail isn’t an option.
Hamish sees an opportunity for designers to help grow the category. “There are a lot of different ways it can go,” he mentioned. “There is the location or historic-stories aspect, just as you might associate rum with pirates or sea monsters. Using botanicals is huge, and this is a big driver. And I can also see designers leveraging that deeper connection to what’s in nature and the environment.”
Additionally, he believes the geo-location of flavors will entice more and more people to try these types of drinks. Just as consumers go crazy for Tuscan wines or relish Japanese whiskey, a new beverage of this kind from Norway will taste totally different from one crafted in the Hudson Valley.
“I also think it will go beyond drinks,” Hamish predicted. He mentioned there are already “no drinking festivals” (like the Mindful Drinking Festival in the UK), and that we can certainly expect to see mixologists creating exceptional, non-alcoholic cocktails to further drive sales. Maybe we’ll even see bars that are all about low-alcohol drinking, where he said people would go more for the actual space and social aspect rather than just drinking.
“What it comes down to is that what they’re looking for is experiences,” Hamish emphasized, “versus just the products alone.”
Theresa Christine
Theresa entered the world of design through The Dieline. With a background in writing and journalism, she has a passion for discovery and cultivating human connections. Her work for The Dieline is a constant journey to deeply understand all facets of the design process and to investigate what makes designers tick. Theresa’s writing has taken her snorkeling in between the tectonic plates in Iceland, horseback riding through a rural Brazilian town, and riding an octopus art car at Burning Man with Susan Sarandon as part of a funeral procession for Timothy Leary (long story). When not writing, she is planning her next trip or taking too many pictures of her cat.
Check out this adorable packaging for NYC-based agency ThoughtMatter’s 2018 holiday gift.
“Every year at ThoughtMatter, we craft a holiday gift that reflects our artful perspective and shares a unique sensory experience with our favorite people.
Since put our core values of Curiosity, Generosity and Thoughtfulness at the core of everything we do, for this year’s gift we decided to represent those values in physical form, specifically through the exciting smells, vibrant colors and interesting textures of blended spices.”
“We partnered with renowned spice master Lior Lev Sercarz, owner of spice and biscuit shop La Boîte, to develop three value-themed spice blends. Then we created unique packaging and a booklet to complete our 2018 ‘Seasoned With Love’ holiday gift.
Our first priority in creating our packaging was to instill an element of surprise—to make it mysterious and unexpected. It’s a unique gift, and we didn’t want the people receiving it to know at first glance or feel what might be inside, keeping them in suspense until they opened the shiny silver mylar envelope.”
“At the center of the ‘Seasoned with Love’ packaging, label and booklet design are abstract forms, geometric shapes and patterns that feature the first letter of Curiosity, Generosity and Thoughtfulness. The patterns we created and color palette we chose are modern, cheerful and holiday-themed without being over-the-top, denominational or overtly traditional, and we included gold touches for a premium look and feel.”
“The spices themselves complement the color palette, and come in glass jars that make those natural colors one of the main visual elements. Each jar features one geometrical shape that represents the spice and value. The jars are packaged in cylindrical cardboard containers—a material we chose because of its environmentally friendly and sustainable nature. Additionally, for the sake of sustainability, the jars, containers and envelope are all reusable. Our hope is that no elements of the gift will go to waste.
The booklet explains the gift, includes descriptions of the features of each spice blend and photography of the ingredients. It was printed on the same premium matte paper as the labeling.”
Designed By: ThoughtMatter
Art Director: Anna Milivojevich
Designer: Jee-Eun Lee, Wil Rodriguez
Printer: Aldine
Product: Lior Lev Sercarz of La Boîte (Master Spice Blender)
Location: New York City, NY
