Box Vox

packaging as content

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July 5, 2012

Tilted Bottles

Here we have a collection of tilted bottles—(following Tuesday’s idea that a package on the shelf might be designed to exhibit the same ‘diagonal drama’ that we see in “Dutch tilt” product photos.)  Most of these are luxury perfume or liquor bottles.

Sometimes a tilted bottle is meant as a humorous reference to the effects of inebriation. (Another type of packaging anthropomorphism)


Vintage Arrowhead & Puritas half gallon “tilt” bottle designed by Walter Landor & Associates ($29)

The idea of tilting a bottle comes pretty naturally to us, since that’s how a bottle is generally used. No surprise then that this is not a new idea…

… A case in point is the “tilt” distilled drinking water bottle conceived by us for Arrowhead and Puritas Waters, Inc., Los Angeles. Each step in the styling of bottle shape was specifically intended to achieve 4 basic requirements: (1) distinction and attractiveness, to attract the consumer’s eye; (2) a new shape to provide maximum storage convenience in the refrigerator; (3) a design that would be readily acceptable for table use at home and in hotels and restaurants; (4) a form that would possess that extra something in convenience and promotional appeal to stand out over competing products.

Design for style — and for utility
by Walter Landor, Walter Landor & Associates
Printers’ Ink, 1956

(One more thing, after the fold…)

While our focus today is on tilted bottles (rather than tilted boxes or jars, etc.), there is also this tilted box for carrying a bottle which I thought was relevant here.

Love the chance encounter of strangers in a park, each carrying his or her own tilted box. (See: TiltedBox.com)

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