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A collection of the authors’ all-time favorite packaging.A collection of the authors’ all-time favorite packaging.
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A collection of the authors’ all-time favorite packaging.A collection of the authors’ all-time favorite packaging.
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A collection of the authors’ all-time favorite packaging.A collection of the authors’ all-time favorite packaging.
JUST FOR FUN
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Harvey Nichols Food Range
Michael Nash Associates
Where to start? This range is iconic. Brilliant in
its originality at the time, luxuriously indulgent,
it’s a vast, own-label range that could not be more
engaging. This bucked the trend by using elegant and
considered space while having not a single product
shot in sight, not a single ingredient portrayed. Every
item has been carefully thought about, with an idea
relating to the product in the nostalgic black-and-
white photography on the top half of the pack. Some
are highly amusing, some are cheeky, and some are
just adorable, but each one provokes a reaction and
an emotional response—a real achievement for such
a vast range.
Widex Hearing Aid
Brandhouse
This is a new one, but I think it’s a perfect example
of packaging challenging conventions to ultimate
effect. It forces the user to interact with it in a
way that is relevant to its most simplistic conclu-
sion, creating animated sound waves, and it is so
striking and unique that it doesn’t even require
any typography. Its power is in its simplicity and its
loyalty to the big idea.
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AUTHOR FAVORITES
Bassets & Beyond Frosties
Brandhouse
For a children’s brand that has many variants, this creates an entire magical
kingdom in which the sweets become the backdrop for our hero’s adventures.
The sheer crafting and imagination that has gone into this vast range is
astounding, and it is perfect for an audience of children who love to get lost in
their own imagined worlds.
Jif Lemon Juice
Bill Pugh
A classic that has inspired generations of designers,
it’s a blissfully simple structural idea that works
brilliantly, is unmistakably unique, and conveys
everything you need to know about the product.
It even has a lemon texture, and the fact that you
squeeze it to get the product out is inspired.
Take something traditionally quite
embarrassing, wrap it in a humorous
and witty idea, and you’d almost
buy it anyway! It’s all about what’s
unsaid and, as a result, it rewards the
consumer with a smile.
Wart Remover
Lippa Pearce
This broke the mold—literally and metaphorically—in
terms of album art by creating a truly packaged design.
Pastiching prescription drugs using the blister pack CDs
is every student project’s dream, but it had never been
done before and has now become iconic. The idea came
from the concept of music as a prescribed drug, narcotic
and raw, and set the standard for medical-themed
artwork thenceforth.
Spiritualized
Ladies and Gentlemen, We are Floating in Space
Mark Farrow
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A simple folding carton turned into an experience.
I recall the sides having wheels that could be
cut out from the bottom to put on the cage. The
string handle makes for easy portability and was
well ahead of its time. Educational, entertaining,
experiential.
Nabisco Barnum’s Animals Crackers
Nabisco (In-house)
Incredibly, this silver foil packaging with the enclosed
plume to identify the product was patented by Milton
Hershey in 1923. It demonstrates the very essence of
good design.
FUN FACT: “Hershey’s Kisses Brand Chocolates, a little product
with a big future, were fi rst introduced in 1907. While it’s not known
exactly how Kisses got their name, it is a popular theory that the
candy was named for the sound or motion of the chocolate being
deposited during the manufacturing process.”¹
Hershey’s Kiss
Milton Hershey
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