Box Vox

packaging as content

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October 4, 2011

Packaging as Product Mask

LuchaLibreMask

There have been a number of recent Lucha Libre influenced beverage packs —(soda, beer, wine, spirits)— all featuring masked wrestling characters.

But when I saw José Guízar’s mask-shaped labels for his conceptual craft beer, it struck me differently. What a good idea to let the product wear the mask. Such a good idea, in fact, that I figured someone else must have thought of this too.

Sure enough, José Barrientos’s “Unmasked Luchadores + Poster Book” comes in a box featuring a die cut Luchador mask, strategically designed to let the contents peek though.

Another packaging metaphor? “Packaging as Product Mask”

On the one hand it might seem like a deceptive thing for the package to conceal or disguise the product. On the other hand, if your product is like a super hero then consumers will perhaps understand that the “hero” must sometimes remain incógnito.

Beers-4

LuchadoresUnmasked

(See also: McSweeney’s Head Box and Die Cut Windows)

Randy Ludacer
Beach Packaging Design

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