JKR

The “tricks” used to present oneself as “for real” are becoming so established and overused that the end results are feeling as corporate as the packaging they replaced. The trend for idiosyncrasy has spawned a thousand soulless impressionists. The Ocean Spray design is a good example of how the design trend has started to look like last year’s wallpaper.

Of course, it isn’t all clichés. Some brands are using illustration to bring themselves to life. Amazon’s logo, for example, brings wit and meaning to a “virtual” brand. Similarly, Comme Des Garcons “Play” perfume is a great example of a child-like illustration applied with such single minded confidence that it looks classic . It is possible to be non-corporate and engaging without defaulting to the same limited palate of design expressions.

It helps to have some content for the design to dramatise. Our countermount and glass for Stella Artois conveyed an honest artisan quality designed to match the crafted nature the brand wanted to project.

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