Packaging & Graphics

Medingo SOLO MicroPump Insulin Delivery System Brand Identity and Package Design

The Solo MicroPump is a miniature insulin dispensing device for diabetics that allows users to personalize their device for their insulin needs. In order to communicate the advantages of this new system, a brand strategy and framework was developed as the foundation for the brand identity and packaging design. This brand identity extended across multiple consumer touchpoints including collateral, packaging, trade shows and Web presence.

Credits: frog

Contact: Sara Munday:

PUMA Clever Little Bag

The Clever Little Bag is the sustainable evolution of the traditional shoebox. A cardboard sheet folds into a box structure, which holds the shoes and fits seamlessly into a cloth bag. This system, which replaces the need for a plastic retail bag, uses 65 percent less cardboard than the standard shoebox, takes up less space, weighs less in shipping and is completely recyclable.

"PUMA's Clever Little Bag sets the bar for responsible corporate citizenship! Using 65% less paper to manufacture, reducing water, energy and diesel by 60% per year and representing a 10,000 ton per year reduction in carbon emissions, PUMA's packaging is much more than a "clever little bag".  It's a rally cry for the true power and ROI of great design in the 21st century!"- Michelle Berryman, FIDSA, Founding Principal, Echo Visualization, LLC

Credits: Yves Béhar, IDSA, Josh Morenstein, Nick Cronan and Seth Murray of fuseproject for PUMA, Graphics by GBH

Contact: Melissa Guthrie:

Packing for TATUNG Electric Cooker of the 50th Anniversary Limited Version

TATUNG has produced and sold electric cookers for the past half a century, shaping collective memories of common food culture in Taiwan. The company recently released a limited edition 50-year anniversary electric cooker with a new packaging design. The packaging is made of eco-friendly pulp that both celebrates its exclusiveness and provides protection for what’s inside.

"By celebrating the core elements of the packaging structure itself, this design proposes a very sophisticated and elegant solution without cluttering or over-delivering on material or unnecessary layers. Simply purposeful!" – Sandrine Lebas, Creative Director, Lunar Design

Credits: GIXIA Group (Taiwan) for TATUNG (Taiwan)

Contact: Emiy Chang:

Ecologic Brands Paper Bottle

The Ecologic Paper Bottle is a sustainable packaging solution consisting of a molded paper shell and a thin plastic liner that is intended to hold mass-market liquid laundry detergent. The bottle’s iconic paper aesthetic communicates its environmental attributes and is very comfortable to touch and use. The outer shell comprises 70 percent of the bottle’s weight and is formed from 100 percent post-consumer paper fiber. The lightweight recyclable plastic inside the pouch uses up to 75 percent less plastic than rigid containers. Once the bottle is empty, the user separates the outside paper shell from the inside plastic liner. The shell is recyclable as paper or compost, and the liner is recyclable as plastic.

The initial Ecologic idea was a bottle made of two components: a thin liner and a paper structure. Out of that a simple, separable assembly was created. Developing appropriate design solutions to meet physical performance requirements was critical to the bottle’s success, and the product’s identity was worked into the performance features. Pulp thermoforming was selected for robustness and water resistance. The bottle’s surfaces were crowned, and the profile was arched to add strength and improve impact. Addressing capping torque without glue resulted in a visible interlock at the spout and shell. And the design was developed to accommodate natural dimensional variations. Because the empty pouch and outer shells nest densely, one truckload of Ecologic packaging is equivalent to nine truckloads of rigid packaging.

Moving from concept to high-volume production was a challenge to the industry status quo. The detergent co-packing infrastructure fills rigid plastic bottles, but with minor adjustment can fill the Ecologic bottle. Pulp molders produce independent parts, such as disposable plates and bowls, and are not used to contributing to an assembly. Pouch manufacturers use mixed material film to create stiff stand-up pouches, which sacrifice recyclability. Leveraging these attributes was challenging, especially to maintain tolerances and pouch flexibility. The design team also had to ensure that the bottle is easily separable by users. Surviving a logistics chain geared to rigid plastic challenged designers to truly understand the design and step up their game throughout development.

Strong sales of the bottle have helped it meet its ambitious first-year revenue goals. The Ecologic bottle has helped Seventh Generation, the largest green cleaning products company in US, gain market share and build brand value. Seventh Generation launched a new 4-times concentrated detergent using the Ecologic bottle in the natural grocery channel in March 2011. The company’s liquid laundry sales in the natural channel are up over 17 percent since launch. This visibly different tactile bottle has helped strengthen the emotional bond between the Seventh Generation brand and its consumers.

Credits: DW Product Development Inc., Romeo Graham, Rob Watters, Mike Sirois, Ecologic Brands Inc. and Julie Corbett
Contact: Rob Watters:



Sabi’s product line, Vitality, includes nine fun and friendly products to aid in pill management for people of all ages. With discreet pill storage and on-the-go solutions, Sabi products help to reduce the stigma around these issues and make each interaction fun and special.

Credits: fuseproject, Yves Behar, Serge Beaulieu and fuseproject
Corporate Sponsor: Sabi
Contact: Lauren Busto:


Jawbone JAMBOX

Since the Jambox was the first Jawbone product in the portable Bluetooth speaker market, it needed a memorable, considered and cool holistic experience. The packaging reflects the device’s innovation and extends the product message through its eye-catching graphics and considered design. With a silk-screened boom box on a retro shoebox, the packaging immediately connects to the music culture of the ’80s, suggesting that the Jambox inside has the power to revive it.

Credits: fuseproject, Yves Behar, Gabe Lamb, Sara Butorac, Sean McBride and Hardy Chambliss Corporate Sponsor: Jawbone
Contact: Lauren Busto:


Designs On —Packaging

Designs On Packaging, the fifth edition of this publication, explored 18 unexpected packaging ideas for products, tools, containers, scents, interactions and environments. Ideas included manufacturing of sustainable cups through synthetic biology, expiration date signals for medicine bottles inspired by banana decay, and cigarette packages that draw inspiration from Rubik’s cubes to promote behavior change.

Credits: Design credits: IDEO design team
Client: IDEO
Contact: Andrea Pomerance:


Sally Hansen Beauty Tools Brand and Packaging

The Sally Hansen Beauty Tools’ new eye-catching brand and packaging system draws consumers to the display, highlights the unique product features and invites people to physically interact with the beauty tools. The communication points demystify the intended use of the tools and build trust among a new generation of home beauty consumers, empowering them to take charge of their beauty routines.

Credits: Smart Design team: Andrea Floren, Paulette Bluhm-Sauriol, Anthony Di Bitonto, Philip Hartley and Joern Vicari
Client: Sally Hansen Design Team
Corporate Sponsor: Coty LLC
Contact: Mercedes Coats:


Intuos5 Packaging

Since the Intuos5 tablet is used by artists, retouchers and professional creatives, it was important that its packaging not only appeals to this audience but also communicates the features and improvements they would appreciate. Other goals for the packaging design were to improve the out-of-box experience, reduce material waste and open up opportunities to introduce more sustainable options wherever possible.

Credits: NEW, Carl Jonsson, Jason Martin, Patrick Triato, Mike Prstojevich, Shelby Tiffany, WACOM TECHNOLOGY CORPORATION USA and Wacom Europe, Ellen Burton (USA), Stefan Kirmse (Wacom Europe GmbH), Heidi Thurner (Wacom Europe GmbH), Hartmut Woerrlein (Wacom Europe GmbH), Wacom Co. Ltd. (JAPAN), Hidehiko Yokotsuka Takenori Kaneda, Emiko Kanno, Naomi Ogura and Hiroyuki Seki
Contact: Carl Jonsson:


Ramlösa, Premium PET

This design challenge involved creating a design to take the Ramlösa brand of mineral water from glass to plastic PET without reducing the premium impression and positioning of Ramlösa in restaurants. In addition to the bottle’s sculpted design, the label and the graphics enhance the high-end feeling by creating an unbroken seal that assures quality.

Credits: NINE, Isabelle Dahlborg Lidström, Björn Studt, No Picnic Mårten Lundberg, Åsa Jonsson, Sofia Berg
Corporate Sponsor: Carlsberg Sverige AB
Isabelle Dahlborg Lidström: