packaging as content

February 14, 2012

Hearts & Packaging

Top left: Jamie Nash’s bee’s wings heart illustration for Lovely Honey; top center & 2nd row left: because olive oil is “heart healthy,” Soporte Comunicación’s package design for “Secret to Live” Olive Oil uses olive parts to make whole hearts (see also: The Incomplete Package); on right: Ralph Lauren “Love” perfume in its limited edition “Heart of Gold” bottle; lower right: Vanguard Creation’s faceted, heart-shaped bottle for Diesel’s “Loverdose”

Some heart-related packaging for Valentine’s Day. ♡

–Randy Ludacer

February 10, 2012

Getting a Grip on Deskey’s Bottle Design

As promised, the brand identity of yesterday’s mystery bottle is now revealed. At first I thought it might be for a men’s product since there’s something tool-like about its hand-grip shape. Incorrect.

Turns out, it was designed to contain Drene Shampoo. Difficult to figure this out, however, since this brand no longer exists.

Originally, soap and shampoo were very similar products; both containing the same naturally derived surfactants, a type of detergent. Modern shampoo as it is known today was first introduced in the 1930s with Drene, the first shampoo with synthetic surfactants.

from Wikipedia’s entry on Shampoo

Presumably, since Deskey’s patented 1949 bottle design was assigned to Procter & Gamble, it was also he who designed the graphics for the bottle label and the carton that the bottle came in.

Five years later the Drene Shampoo packaging was redesigned again, although the bottle shape remained unchanged. (The photo and the quote below are via Al Q’s Flickr Photostream…)

New Drene carton is a completely new design – by Donald Deskey Associates — due to increasing sales of the shampoo through supermarkets and grocery chains. New design has cosmetic appeal, bold display, and a flexibility of display that permits placing the carton in a horizontal or vertical position. Designer’s second most important contribution (the new carton was the first) was the research and development of printing inks in colors which would meet the specifications set by the client. Ink specifications are very critical and only inks that will withstand product tests, fade tests, and scuff tests, are acceptable. Until recently, chartreuse and purple colors could not be formulated to meet the requirements. Deskey’s third most important contribution was the development of a package design that has been an inspiration to the advertising agency in the preparation of outstanding and revolutionary advertising art work.

from “Industrial Design In America” 1954

Interesting to note this early example of a package being designed to work both horizontally and vertically. Not all product manufacturers care about this idea, but it does gives a store more display options. (See: Lego Fruit Snacks)

(More about Deskey’s Drene and it’s finger grip shape, after the fold…) (more…)

February 9, 2012

2 More Design Patent Bottles by Donald Deskey

In addition to Tuesday’s patents for toothpaste tubes and other patented package designs by Donald Deskey, I recently found design patents for the bottles above.

Similar to the detective work that the bottles from Dead Horse Bay presented, finding a patent for a package design and then finding a photo of the actual retail package can be a difficult job. But somebody’s got to do it.

The 1951 patent drawing on the right was easy. It’s Joy Dishwashing Detergent. The patent drawing on the left from 1948 was much harder. I’ll tell you about that one tomorrow.

(More Joy, after the fold…)

(more…)

February 8, 2012

Rachel Perry Welty’s Miniature Packaging

Rachel Perry Welty’s artwork has sometimes involved the making of miniature folding cartons. Her commissioned work for Johnson & Johnson’s New York lobby (“Product” 2007) for example, features hundreds of miniature versions of their retail boxes, past and present.

Executives from Johnson & Johnson saw a piece called, “Contents of My Pantry,” which featured miniaturized boxes of everyday items like cereal. They later commissioned Welty to create a similar installation of all their products, which now continues to grow larger and larger on a wall at the corporate headquarters.

“I started with the antique products like bunion plasters and keep adding to it as the company adds new products,” Welty said.

Brooks School Website, 2008 (Visiting Artist…)

She’s also made miniature versions of other iconic packaging designs, including a tiny stack of a more contemporary Brillo box — more contemporary than the 1960’s package design of Warhol’s Brillo boxes.

She’s also made a miniaturized survey of currently available Crest Toothpaste varieties (which further illustrates a point I was making in my previous post about how far from Deskey’s original brand packaging Crest has wandered).

“Choice (Crest toothpaste),” (2005) comprises every size and variety of Crest toothpaste available at my local drugstore, re-made in 1 : 5 scale. This installation probes the questionable benefit of choice in our culture and reflects, in an everyday way, our desire to acquire, inflamed by the miniature.

Rachel Perry Welty

The impulse to make miniature replica packaging as artwork is interesting and I was curious about her idea that consumers might be “inflamed” by miniatures. Hunting around a bit, I turned up an interview from 2006 in which she also mentions this idea:

“I take the actual containers, after we consume the contents, and I open up the boxes, photocopy and reduce them. I’m thinking a lot about this miniature inflaming the desire to acquire. They’re made into something cute and precious or something that you want to buy.”

There’s also a contrasting scale at work when she presents a huge accumulation of tiny packages, as in the Johnson & Johnson “Product” installation and the 2007 “Brillo” …methodically organized, but compulsive — like a dollhouse for hoarders.

(A few more photos, after the fold…) (more…)

February 7, 2012

Donald Deskey’s Toothpaste Tubes

Among the many brands that Donald Deskey designed packaging for, was Crest Toothpaste.

Mr. Deskey’s packaging designs are some of the most memorable and ubiquitous. A 20-year association with the Procter & Gamble Company included the design of dozens of household products, including the packaging for Crest toothpaste, which has not changed since its introduction in the 1950’s.

Donald Deskey, Innovative Designer, Dies at 94
by Suzanne Slesin, NY Times, April 30, 1989

Not that Deskey’s package design for Crest remained completely unchanged. In the 1960s Deskey’s red triangle became a left-pointing arrow for a time. (see photo below) By the 1970s the logo was changed to an italic, forward-leaning version, although the letters did retain their basic colors. More recently the dark blue and light blue letters were made the same color, although the red “C” was retained, the triangle is gone although there is still an arrow, but it points in the other direction.

Less well-known, however, were his patents —both design patents and utility patents— for collapsible toothpaste tubes…

Most of these were from the early 1940s and assigned to Bristol Myers. (Were these ever produced?) One of the patents, awarded in 1956 was assigned to Procter & Gamble, which seems related to Crest Toothpaste which was launched in 1955.

(More pictures & patents, after the fold…) (more…)

February 3, 2012

Capsule Packaging

Following the pharmaceutical thread, the earliest patent for a two-piece, telescoping capsule was granted in 1846 to Jules César Lehuby.

Hard two-piece capsules were first invented in 1846 when Parisian pharmacist J.C. Lehuby was granted French Patent 4435 for “Mes envelopes médicamenteuses”

Division of Biopharmaceutics and Pharmacokinetics
Faculty of Pharmacy, University of Helsinki

I failed to turn up Lehuby’s patent, but above are patent drawing of various envisioned improvements and refinements by other inventors over the years.

I’m less interested here in ways of packaging capsules, than in the idea that the capsule, itself, is a package. A capsule’s main purpose is to shield us from the bad-tasting medicine it contains. Lehuby compared his invention to a “cylindrical box capable of containing the required medical substance in its interior.”

What is a capsule, if not a tiny, edible container? If you have any lingering doubt that it’s truly a “package” in the modern sense of the word, just consider the extent to which the capsule is branded. (e.g.: Nexium “the purple pill)

Capsule manufacturer, Capsugel even has a “Build You Own Capsule” app, enabling its customers to brand their capsules with Pantone color and logos.

What is that, I ask you, if not “package design?”

The capsule, in fact, is such an intriguing contraption that designers have sought to package other products in them, as well. Usually this is done by carefully implying “vitamins” rather than prescription drugs.

Vitamin Water capsule bottle concept by Cindy Ng & JJ Lee

There is, however, the occasional encapsulated product that will embrace the drug thing, as in the Sunshine Enema music package, in which the music is contained in a capsule-shaped USB drive. (Designed by Jeremy & Erin Fortes)

(More encapsulated products, after the fold…) (more…)

February 2, 2012

The Burgopak Slider Pack

Another patented interactive pharmaceutical pack: the Burgopak slider pack…

The invention after which the company is named was made by Yorkshireman, Burgo Wharton, whose fascination with pop-up books gave him the idea for packaging boxes with sliding drawers. You pull out one side and the other side goes out too — people think it’s magic! Burgo patented the idea and the company was formed with Mr Wharton as creative director.

Diary of a packaging innovation, The Daily Telegraph, May 26, 2009

Burgopaks have also been used to package CDs, SIM cards and electronics, but seem to have really caught on as pharmaceutical packaging. The counter-intuitive surprise of pulling in one direction and having something pop out in another direction is the key to this pack’s appeal.

Using a Burgopak to deliver their erectile dysfunction medication, Bayer’s brand manager for Levitra, comes close, but does not quite acknowledge the implied metaphor: “We chose the Burgopak design for our new Levitra formulation because it’s pocket-friendly, discreet and gives the product a playful edge over its competitors.”

Another name for the same brand is “Staxyn” which also comes in a black and orange BurgoPak, just like Levitra pack above. (I’m not sure why Bayer and GlaxoSmithKline created two matching brands for this one drug.) There’s a nice interactive demonstration of the package on the Staxyn website.

Come to think of it, both of their packs remind me of those black “5 Gum” packages.

Randy Ludacer
Beach Packaging Design

January 26, 2012

Package Design & Wolverine Toy Refrigerator Doors

Left: photo from The T-Cozy’s Flickr Photostream; on right photo from The House of Oliver’s Etsy store ($29)

We’ve shown similar toys with trompe l’oeil name brand packages printed on them —(toy shopping carts, miniature dollhouse packages, etc.)— but I recently got a glimpse inside a Wolverine brand toy fridge.

Originally, toys like the pink refrigerator on the right (with “a full larder reproduced on door insides”) retailed for only $2.98, but as a collectible the price is now higher. (Wolverine advertising photo via: The People History)

I’ve lost track of some of these photo sources, but 2nd row, left: from Live Auctioneers; on right: from MarkandBlyth’s Flickr Photostream; 3rd row, left: from The T-Cozy; on right: from RainbowMermaid’s Flickr Photostream; 4th row, left from Schaufensterbabe; on right: from eBay Auction ($19) bottom row, right: pink fridge from TwirlswithPearls’ Etsy Store

With the doors of the refrigerators permanently stocked with food packaging, we wondered what sort of packaging the toys, themselves came in.

(Asked and answered after the fold…)

(more…)

January 23, 2012

Jonna Pedersen’s Package Sculptures

Last August we featured some of Jonna Pedersen’s paintings of Danish packaging.

Her contribution to the upcoming, Global Village 2012 show in Alkmaar, Holland, includes two over-sized package sculptures: a Maggi Bouillon box (above) and the margarine package on right.

–Randy Ludacer

January 18, 2012

Bottle Tables

Left: Harry Allen’s “Cocktail Table.”; Right: Nathan Tobiason’s “Wine Table.”

Above: Gregor Stoltz’s collaborative PET recycling project table.

Above: Don Wine’s “Port Wine Table.”

Randy Ludacer
Beach Packaging Design

January 12, 2012

Purple Cow Packaging

Vintage Holloway’s Purple Cow candy wrapper from Jason LieBig’s Flickr Photostream; William’s Purple Cow Lager can from The Beer Can Guide; Milka Chocolate’s purple cow shaped folding carton (via: Packaging of the World); a vintage “purple cow” fruit label for Washington apples for sale on eBay ($250)

Based on an 1895 poem by Gelett Burgess, a “purple cow” generally meant something “out of the ordinary” or something you don’t see every day. As depicted in these vintage packages, each with its whimsical cow illustration, the concept was fine.

I’m not so accepting of the new over-arching definition of “purple cow” as something remarkably innovative, as set forth in Seth Godin’s book, Purple Cow: Transform Your Business by Being Remarkable. Because of this book, some people are now calling any ground-breaking, category disrupting product a “purple cow.”

For some reason, I find this new meaning a loathsome thing. To me, the name “purple cow” diminishes the hard work of innovation, making it sound like something merely capricous.

I doubt Steve Jobs would ever have given one of Apple’s products as insipid a name as “purple cow” and yet all over the place there are people now saying that the iPad and the iPhone are “purple cows.”

You need look no further than the scapbooking craft company The Purple Cows to understand the uncool connotations that this name carries.

Randy Ludacer
Beach Packaging Design

January 11, 2012

NOS Consumer Confusion

I’d seen “NOS” energy drink around for a while, but aside from noticing that the logo was sort of clunky and spelled “son” if you looked at it upside down, I didn’t think too much about it.

I hadn’t realized it was named after a leading brand of nitrous oxide. Or that “NOS” stands for “Nitrous Oxide Systems.”

Considering all the attention paid to the negative influence of energy drink brands with names like “Cocaine” and “Hemp,” I was surprised not to have known about a “Nitrous Oxide” energy drink.

NOS even put out a version of their bottle, designed to resemble a Nitrous Oxide Systems tank, but it’s more about caffeinated racing cars, than huffing inhalants, apparently.

NOS 22oz PET was awarded BevNET’s Best of 2007 for Packaging Innovation…

“The authentic package design of NOS 22oz PET was inspired by the actual nitrous oxide canister, developed by Holley Performance Products, which prompted the design and use of ‘valve’ over caps,” said Bill Meissner, Chief Marketing Officer at FUZE Beverages.

The packaging is instantly recognizable and the association with Holley’s Nitrous Oxide canisters has been well received by customers, vaulting NOS to No. 7 in the energy drink category.

Packaging Europe

With such similar looking packages in different product categories, is there any danger of consumer confusion, a la Skinny & Sweet?

(More confusion, after the fold…)

(more…)

January 4, 2012

Roly Poly Tindeco Tobacco Tins

Photos via: Dan Morphy Auctions

In last month’s post about roly poly Santa and clown containers, there was one photo of a Santa-shaped tobacco tin. “Tindeco” was the company that originally came out with this type of anthropomorphic package design:

Around 1912 the Tin Decorating Company, aka Tindeco, produced round colorful tins to hold tobacco for the American Tobacco Company. American Tobacco controlled Tindeco, as well as the four brands of tobacco sold in these tins. Each container held about 1 lb of tobacco with the brand names Dixie Queen, Mayo, Red Indian and U.S. Marine. Apparently the company suggested that the tins be used as brownie containers after the tobacco was used and designed them accordingly.

The six original tins were Satisfied Customer (reproduction called Businessman), Storekeeper, Singing Waiter (reproduction called Singer), Mammy, Dutchman (reproduction called Cowboy), and Scotland Yard. According to "The Tin Can Book", the Satisfied Customer, Dutchman and Scotland Yard are the hardest to find. But for those collectors that want complete sets, six tins would not do it! A complete set would be eighteen tins. Mayo and Dixie Queen tobacco was packaged in all six designs and while Red Indian and U.S. Marine were only packaged in three different tins. One way these tins were identified was by little packages of tobacco shown on some of the packages. E.g., Mammy had a tiny tin in her front pocket.

Barbara Crews, Roly Poly Tobacco Tins, 2002

Not exactly the Droste-effect, but when anthropomorphic packages are shown handling packages that contain the same product that they, themselves, contain, the effect is similar. Even when these characters are not shown with packaging in their pockets, they all have tobacco packages behind their backs. (back packs)

On left: a close up of cross-promotional behind-the-back package illustration; on left a vintage Mayo’s Tobacco pack of the type depicted

Below the “Scotland Yard” character with “Dixie Queen” tobacco behind his back. (Lower right corner shows the vintage tobacco pack depicted.)

The “Singing Waiter” character also promoted “Dixie Queen” in an alternate package.

On left: drawing from Washington I. Tuttle’s package design patent; on right: Charles Weise’s patented “shopkeeper” design (both patents assigned to American Tobacco Company)

(The “Mammy” character and the roly poly tobacco tin design patents after the fold…)

(more…)

December 30, 2011

Camouflage Package Design Continued

Lest anyone imagine that camouflage patterns were confined only to beverage packaging, here are some recent examples of camouflage package design, in general.

Because of its star logo, Amour Star seems ready-made for a patriotic camouflage treatment, although it’s debatable how American a “Vienna Sausage” can ever be. (Designed by Bob Oliva)

Jiffy Pop, too, has undergone camouflage treatment. (Via: Lester Of Puppets’s Flickr Photostream)

“Powderflage” powder concealer comes in a camouflage canister. (Note how its camo pattern is made of butterflies.)

Srixon’s camouflaged USO golf balls pack, we’ve mentioned before.

Yoder’s canned bacon comes in a camouflage patterned can.

“A Bathing Ape” (aka: BAPE) has for a while featured camouflage patterns in its branding.

And Huggie’s diapers have also supported our troops through camouflage patterning.

Also: camouflage candy…

and camouflage peanuts, for some reason.

(and one more example, after the fold…)

(more…)

December 29, 2011

Camouflage Pattern Beverage Branding

On left: Camouflage pattern Miller beer can (from: The Sparkler); on right: Busch beer’s autumnal camouflage (from: 2CoolFishing message board)

Originally developed as a functional pattern (as opposed to a decorative pattern) camouflage might seem an odd choice for product packaging since the pattern is meant to conceal.

Usually product packages are designed to attract attention so it’s striking when a package is designed to disappear into the background. Of course, the environment of store shelves is quite different from outdoor environments. So what blends into the background in the desert sands might actually be quite conspicuous at the grocery store. And vice versa.

Probably the point of using camo in this context has more to do with masculine connotations of hunting and military service than in concealment.

Miller Brewing had this to says about it’s limited edition camouflage packaging:

“Miller High Life is again honoring its century-old connection with the outdoors by introducing limited-edition, camouflaged packaging and cans of Miller High Life and Miller High Life Light.”

Photo, above right, from Wishful Slacker

2009 Vault Citrus camouflage can from ebid; photo on right from Eating in Translation

It should also be noted that there are products available for camouflaging beer cans…

(One more thing about camouflage beverage branding…)

(more…)

December 28, 2011

Camouflage Cans

Definition of “Camouflage Can”…

A can produced in olive green for the U.S. military from 1944-45. It used to be thought that the cans were colored olive green as camouflage, but it is now generally believed that they were painted green simply because the US Army had almost everything it purchased painted that color. Most camouflage cans are rare and are highly desirable to collectors. Many were shipped to troops overseas and so cannot be found in the US easily.

from Rusty Can

(Also called “olive drab” or “OD” cans.)

Randy Ludacer
Beach Packaging Design

December 19, 2011

Mr. Sprinkles Package Design Makeover

An exception to the general waning of CPG clown packaging:

“Mr. Sprinkles,” (whose weeble-like bottle won the 2009 “Gold” award from the National Association of Container Distributors) has recently been redesigned.

Originally the bottle was more closely akin to inflatable punching bag clowns (see inset right) but, while the overall effect of the new package design is less of a fully-embodied, anthropomorphic pack, the new clown illustration is now more identifiable and less threatening. The product still shows through the window into the clown’s sprinkle-filled belly.

The illustration style looks familiar. (Maybe someone knows whose work this is?)

Photo above left comes from the orginal “Mr. Spinkles” trademark filing. The photo above right is from Bakerella.

(See also: Gömböc Bottle)

Randy Ludacer
Beach Packaging Design

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