red dot: best of the best
red dot award: communication design 2007
There are many methods to make products appear in a shining light and to advertise them as the ultimate. In a world of oversupply of almost all goods there is a strategy to drown out competing products with even louder colours and slogans. Another strategy is to deliberately go without extras and embellishments, presenting the product only as what it is. Clarity and honesty are the qualities that characterise the design concept of this packaging. For a total of 58 products from partially different fields an expressive corporate image was to be developed visualising the spectrum of these “cooks’ ingredients” in an inspiring way. The result is a very purist aesthetic design, which connects the different small and large, partially transparent glass, paper and plastic packaging with clear, powerful typography and tells a different story on each label. Supported by subtle background colours that emphasise the variety of the products, the labels encourage the consumer to take “A dash of this” or “A pinch of that”. In an informal way they reflect the knowledge and confidence of the cook and create an animated dialogue with the consumer at the display.
