END OF YEAR REVIEW: EDITOR’S PICK
ALLIED SEEKS THE CARE OF FAMILY (AND FRIENDS)
In August, following their appointment back in February, design agency Family (and Friends) worked with Allied Bakeries to redesign the packaging for its Allinson brand of sliced bread. Tasked with giving the packaging increased standout as part of a wider campaign, Family (and Friends) was briefed to delve back into the brand’s history for the work, saying that they felt that Allinson had a fine pedigree that had been lost over time. The consultancy therefore decided to reintroduce the brand’s original windmill marque, alongside founder Thomas Allinson’s signature. It has also introduced panels featuring health tips, drawn from essays by Allison, a Victorian doctor who established his own brand of wholemeal bread. This is why I picked this design as one of my favourites from 2011. The pack looks extremely wholesome; clearly conveying what the bread underneath it should be like. Also, the throwing back to the Victorian era gives the pack a ‘Best of British’ essence, which, as we know in the economic downturn, means the brand should sell well. However, the bread still looks like food for today, evidenced by the bold sash device for cut-through on shelf.
WEBB DEVLAM AND DS SMITH WORK FOR GSK
Launched back in June, and renowned throughout the industry as a clever bit of packaging, GlaxoSmithKline’s vertical standing pack for their range of Aquafresh Ultimate toothpaste was a stand- out in 2011. The tube itself, which has been in design development for three years, features the ‘whole tooth protection’ halo at the top, as well as the common brand identity we are all used to seeing (logo, and the wavy toothpaste image). The top-down cap is also innovation in the sector. The shelf-ready packs, which were produced by DS Smith, feature a fresnel lens from API Laminates, giving a 3D impression to the pack. This clever trick won DS Smith a number of gongs last year, including a silver Starpack award in the health & beauty category. I chose this design as a top design for 2011 as it offers a welcome change in the saturated dental-care aisles of my local Tesco. It’s dynamic, attractive, graphic and bold. Fantastic.
WESTONS CIDER’S WYLD WOOD GETS THE PEARLFISHER TREATMENT
Westons Cider launched their new Wyld Wood Premium Cider in November with a new look courtesy of design agency Pearlfisher. The Cider, which is the new brand name for Westons Premium Organic Cider, has been made to emphasise the cider’s organic and natural quality. Pearlfisher aimed to create a brand identity that was bold and iconic with an organic essence to create packaging that could stand out on shelf and behind the bar. Meanwhile, the ‘W’ logotype is working to differentiate between the still and sparkling variants within the range,with a dark brown for vintage still and a metallic gold for sparkling. Also, the premium quality of the cider has been represented with a foil gilding. I love the organic and ‘natural’ feel of this packaging. My favourite alcoholic beverage is cider and I am drawn to those packs with organic connotations. Also, the use of a pale cream colour stands out from the bright/dark colours used in the rest of the market.
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