On 28, Aug 2014 | | In Packaging |
One of the key roles of Packaging is to ‘represent an experience’ in the decision making process – it can remind customers of the experience they had before (if they bought it before and liked it) or represent the experience that they are hoping to have (if they haven’t purchased it before). At that moment of truth when they are standing at the shelf or comparing product online, subconsciously they are deciding which will deliver the best experience.
Just read one of Joshua’s posts about packaging and you’re immediately struck by his dedication. His constant questioning leads to imagination and new ideas. The coffee packaging for Wishbone Brew is different. It combines an industrial look – how a motor oil can might have looked in the 50’s – with plenty of white space, warm colors, and a slightly unexpected product inside.
Serifs and Sans talked to Joshua about his work on the project.
What was your inspiration for this particular design?
We challenged ourselves to re-think traditional coffee packaging. We love coffee, but see that most people use the same containers and vessels, we thought there was an opportunity to take a new, fresh approach with a handcrafted feel.
What are three of the principles that guide your design choices?
Knowledge – researching the market, understanding the creative and competitive landscape to know how to best position a brand in the market. Simplicity – in a cluttered world, simple things stand out and gain attention using restrain vs. shouting at the consumer. Tactility – Holding and feeling something in your hands is where you can make true emotional connections with brands and packaging, it has to feel nice, not just look nice.
Who is the designer you look up to the most and why?
Steve Grasse (Art in the Age) – He has moved from designer to product maker, most known for designing and creating
Hendricks Gin – he has gone beyond the design to build a product using his design skill set and done very well.
Stranger and Stranger – For their attention to detail and execution and promotion of high quality packaging work.
What is the one tool you couldn’t live without?
The internet. It has allowed for us to quickly research the markets and broaden our perspective into visual trends and ideas from places outside our local markets.
Joshua Vanderheide and Jesse Bannister founded Also Known As in 2010 in Vancouver, Canada. Impressed with what you see? You should be. Check out more of their work at www.alsoknownas.ca.
Rather than designing a run-of-the-mill brand book for Honor, RoAndCo presented the luxury fashion brand with two separate books. The box set includes a book containing Honor’s Spring 13′ fashion line, accompanied by a second book highlighting the Fall 13′ collection. Without opening either lookbook, the viewer instantly gains a sense of Honor’s luxe aesthetic. Bound in exotic prints, each hardcover is foil stamped with the season contained.
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