Diet-Set by Arthur Lebsack at the British Higher School of Art and Design in Moscow, Russia
Diet-Set is an instant low-calorie cereal for office workers. Its target market (according to the designer) is working women aged 27-30. Its real potential market is probably far broader. Instant cereals, a new and growing category, are mostly purchased by working women aged 25-55.
This packaging’s core idea is both its greatest asset and its biggest problem.
The waistline. It immediately communicates that the instant cereal is a low-calorie food. It immediately communicates the product’s promise. It immediately triggers desire - every woman in the world wants to look like that - and therefore guides consumers towards purchase with a strong hand...
..It immediately triggers anger (no doubt) in a set of people that tends to be especially vocal about what it doesn’t like.
If the less sculpted silhouette of Coca-Cola’s Fairlife milk triggered consumer and media complaints about its sexist, size-ist, self-esteem damaging shape, you can bet that Diet-Set will too, and at far greater volume.
But, look at this packaging on shelf. You can see how hard it works.
And the hourglass “dress” packages with their own little hangers came from a thought every woman has had more than once: “The idea to create a pack consisting of a number of portion packages in the form of dresses was born after the interviews with the target audience. One of the consumers of instant cereals said, “I’ll stick to a diet until my crimson dress fits me.” This phrase became the foundation of the concept. That is why “crimson dress”, “peach dress”, “cherry dress” and other cereals appeared,” Lebsack explained.
“The package is made of thin plastic. Such material allows clean and bright printing, which is critical for this design implementation.”
Incider by Nathan Nankervis, at Swinbourne University in Melbourne, Australia
Nankervis belongs to the cider generation. The cider fad is about four years old in Australia and has not yet stopped growing. Nankervis has noticed a common thread in its packaging. It’s all about the apples (or pears) and their association with nature. He knows better than to follow a trend in a fad market. Nankervis’ concept is for a cider called Incider, aimed at 18-25 year olds, which he has turned into “a cider brand that doesn't focus on the boring orchards in which they pick their apples, rather the cool and interesting people who drink it.”
Zuc juices by Laia Fusté & Miriam Vilaplana at at Elisava, the Barcelona School of Design and Engineering in Spain
Organic juices are usually packaged to highlight their back-to-nature wholesomeness. Designers, Laia Fusté & Miriam Vilaplana, are currently studying to achieve a Master of Packaging Design at Elisava. They saw an opportunity for a range of organic juices to be something else, “a refreshing drink for young girls. We choose fruit with low calories like watermelon, melon and loquat.”
Their concept, Zuc has distinctive branding and “the shape of the bottle is inspired by the organic forms of the fruits.” The bottle’s design, pared down to line drawings of fruit and a few well chosen words, is unquestionably sophisticated. This makes Zuc a very desirable drink for young girls, even if it's not - or to mix with something that is - alcoholic.
