辽宁科学技术出版社

《 液 体 包 装 视 觉 艺 术 》 编 辑 组 // 编
贺 丽 // 译

液体包装视觉艺术
f the
liquid packaging
Contents
目录

Beverages
006
饮料

Food
食品 057

Dairy Products
099
奶制品

Wine Products
123
酒制品

Care Products
207
护理用品

Cosmetics
257
化妆品
Preface
前言

At the beginning of the twentieth century, people went to the grocery store
near their homes to buy oil to cook. They would come with an empty bottle,
and the grocer, whom they knew for a long time, would fill it from a large
tank.
Then came the time of the competition and the “hyper choice”. More and
more brands, belonging to more and more groups, were proposing the same
products to the consumer. To lead the consumer on the difficult road of choice,
marketing teams and designers began to create product personalities, to
create advertising to explain them and, of course, to design the brands, the
labels, the bottles, to express these peculiarities. The consumer became the
happy chooser.
In 2011 was published a fascinating study by Sheena Lyengar, a professor
at the Columbia Business School, called “The Art of Choosing”. The
incredible conclusion of this study is that the so-called great progress of our
contemporary time, the “hyper choice” does not generate the happiness of the
consumer. On the contrary, many times, too much choice puts the consumer
in a doubt, what I would call a “shelf fog”, which leads to an impossibility to
choose.
In other words, the choice, instead of pushing the sales, would decrease
them? What is the vision of packaging designers in this new world? I believe
this is time to create products with integrity and respect of the consumer.
This is time to create products with real personalities, a strong style, and no
more “me too”, which take useless shelf space.
This is time to break all codes, break all rules; this is the time for inventing,
with only one goal:
Only use our design talents to create great, unique products that will meet the
client profound desires.
If we cannot do that, we should wait, and not participate to fill the shelves
uselessly!

Elie Papiernik
Co-founder, and Design Director
Centdegrés
France
 在20世纪之初，人们喜欢去离家最近的食杂店买油回家烹饪。他们经常是带着空瓶去食杂店，然后杂

货店老板熟练地从一个大油罐中舀出油来将空瓶装满。

不久，竞争和“超多选择”的时代来临。商家争相推出琳琅满目的同类产品以争夺消费者。为了更好

地吸引消费者，商家和设计师开始争先塑造产品的个性，设计产品的宣传广告、品牌、标签、包装容器等

等，可谓是为了独树一帜而极尽所能。此刻，消费者变成了一个快乐的选择人。

2011年，由哥伦比亚商学院教授希纳·林戈撰写的《选择的艺术》一书出版。书中所作出的结论着实

令人难以置信。结论表明，我们当代所谓的伟大进步、“超多选择”并不会为消费者带来快乐。相反，很

多时候，太多的选择常常令消费者陷入两难的境地，我将其称之为“货架上的困扰”，面对琳琅满目的同

类产品，消费者不知所措。

那么，换句话说，“超多选择”难道不是促进销售，而恰恰是降低销售额么？而新时代中的包装设计

师应该怎样做呢？我相信，现在最重要的是塑造产品的可信度，并以尊重消费者为出发点。

设计应该做到真正体现产品的个性，树立自己的风格，而不是随波逐流，白白占用货架空间。

设计应该做到打破所有的陈规，真正实现创新，这本身就是一个推陈出新的年代，唯一的目标就是：

充分利用我们的设计才能，真正创造出独树一帜的产品，满足用户深刻的期待。

如果我们做不到这一点，我们最好退居一侧，不要白白浪费了货架空间！

埃利·帕佩尼克
Centdegrés设计工作室创始人之一兼设计总监
法国
 ＶＩＳＵＡ Ｌ　ＡＲＴＳ　ＯＦ　ＴＨＥ　ＬＩＱＵＩＤ　ＰＡＣＫＡＧＩＮＧ
液体包装视觉艺术

Author: Visual Arts of the Liquid Packaging Editor Team

Print version (Hardcover) - 2011

ISBN 9787538170412
Published by Liaoning Science & Technology Publishing House
Shenyang, Liaoning, China

eBook version - 2012

ISBN 9781619870420
Published by Profession Design Press Co., Ltd
California, United States of America

Distributed by Actrace, United States of America

Website: www.actrace.com,www.design-bookstore.com

Copyright©2012 Liaoning Science & Technology Publishing House

License agreement: www.architecturalbookstore.com/auxpage_license
Unauthorized copying prohibited.

作者：《液体包装视觉艺术》编辑组

纸质书（精装）－　２０１１
书号：９７８７５３８１７０４１２
出版商：辽宁科学技术出版社
中国辽宁省沈阳市

电子书－　２０１２
书号：９７８１６１９８７０４２０
出版商：　设计专业出版有限公司
美国加州

经销商：Ａｃｔｒａｃｅ公司
网址：ｗｗｗ．ａｃｔｒａｃｅ．ｃｏｍ，ｗｗｗ．ｄｅｓｉｇｎ－ｂｏｏｋｓｔｏｒｅ．ｃｏｍ

版权所有：２０１２辽宁科学技术出版社
版权协议：　ｗｗｗ．ｄｅｓｉｇｎ－ｂｏｏｋｓｔｏｒｅ．ｃｏｍ／ａｕｘｐａｇｅ＿ｌｉｃｅｎｓｅ
严禁非法复制。
6

DRY Soda 清甜汽水包装

The designers first designed DRY Soda’s packaging when the company launched in 旋转风格设计工作室曾在2005年清甜汽水公司成立之初为其提供了包装设计。该公司由餐厅
2005. Since that time DRY has evolved from its beginnings on the white tablecloths 白色台布制作为起点，逐渐在美国和加拿大食杂店、自助餐厅以及其他零售店领域发展壮大
of the country’s finest restaurants, to finding huge success in grocery stores, cafés, 并获得成功。为适应该公司市场和零售地位的转变要求，旋转风格设计工作室应邀为其提供
and other retail locations across the US and Canada. In response to these changing 新包装设计方案。大胆前卫的插画设计令该品牌在零售店中独树一帜、引人注目，并强调出
markets and retail conditions, DRY Soda asked the designers to evolve their 该品牌天然苏打水清新甜美的特色。通透的玻璃瓶能够将瓶内一流的产品品质完美呈现，而
packaging. Bold, graphic illustrations stand out at retail and characterise DRY's 每个口味的瓶身上附加的创始人签名更为该饮品增添了精致之感。
distinctive flavours and its uniqueness as an all natural soda. Clear bottles allow
the purity of the product to show through and the founder’s signature on each bottle
connotes a sense of craft behind each flavour's recipe.

Design Agency: Turnstyle. Production Date: 2010. Creative Director: Steven 设计机构：旋转风格设计工作室 完成时间：2010年 创意总监：史蒂芬·沃森 设计师：
Watson. Designer: Steven Watson. Client: DRY Soda Company. Nationality: USA. 史蒂芬·沃森 客户：清甜汽水公司 国家：美国
8

Fizzy Lizzy 利齐碳酸饮料

Identity and packaging redesign for a line of all-natural, carbonated fruit juice 专为全天然、碳酸果汁饮料——利齐碳酸饮料而提供的标识和包装重新设计方案。该饮品口
beverages. A bold and refreshing drink without the typical added sugars and other 感清爽，不含人工蔗糖和其他添加剂。大胆而清新的设计风格向人们讲述了气泡和水果才是
junk, the design neatly tells the whole story: bubbles and fruit are all you need. 该饮品的主题。

Design Agency: JJAAKK. Production Date: 2010. Creative Director:Jesse Kirsch. 设计机构：JJAAKK设计工作室 完成时间：2010年 创意总监：杰西·基尔希 艺术总监：
Art Director:Jesse Kirsch. Designer: Jesse Kirsch. Client: Fizzy Lizzy. Nationality: 杰西·基尔希 设计师：杰西·基尔希 客户：利齐碳酸饮料公司 国家：美国
USA.
 Jaipur Avenue Chai Tea
The faraway Indian city of Jaipur, famous for its royal palaces, colourful culture and
romantic charm epitomises the ancient chai tradition at its best. In the packaging
and brand identity for this line of chai tea products, the designers set out to evoke
this enthralling, magical locale through a modern reinterpretation of its diverse
colour palette and icon motifs.

Design Agency: Turnstyle. Production Date: 2010. Creative Director: Ben Graham.
Designer: Madeleine Eiche. Client: Jaipur Avenue. Nationality: USA.

斋浦尔大街印度奶茶
遥远的印度城市斋浦尔，以其富丽堂皇的皇家宫殿、丰富多彩的文化以及浪漫而迷人的印度
茶文明而享誉全球。对于该系列印度奶茶产品的包装和品牌标识的设计，设计师旨在通过现
代的多样化色彩和图标设计理念与迷人而神秘的斋浦尔城相得益彰。

设计机构：旋转风格设计工作室 完成时间：2010年 创意总监：本·戈拉罕 设计师：马

德琳·艾彻 客户：斋浦尔林荫路公司 国家：美国

10

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13

Coca-cola 2007 Holiday Cans 2007年可口可乐节日罐装系列

The designers couldn’t have been more excited when what is perhaps the most 哈奇设计工作室很高兴获得可口可乐公司的邀请为其提供设计服务。设计的首个项目是为该
recognised brand in the world, Coca-Cola, called them. The initial assignment 公司早期下线很久的香草味可口可乐的重新上市而提供包装设计。可口可乐公司随后委托该
was to create packaging for the relaunch of Coca-Cola Vanilla, a product that 工作室帮助其举办一次可口可乐2007年节日活动，以“给予、生活、热爱”为主题。设计师
had been off market for several years. Coca-Cola then returned to Hatch for help 为该活动绘制了一系列风格独特的平面插画，每一幅插画代表可口可乐公司五大品牌产品的
with their Holiday 2007 campaign, “Give, Live, Love.” For the holiday campaign, 特性。这五大品牌分别是经典可口可乐、健怡可乐、零度可口可乐、雪碧、芬达。对于哈奇
the designers created a series of unique graphic illustrations, each representing 设计工作室来说，与可口可乐公司合作的挑战在于如何在品牌形象和活动目标之间打造出视
hallmark characteristics of the company’s five leading brands: Coca-Cola Classic, 觉和情感方面的平衡，该活动的目标是刷新原有的品牌特性，打造出崭新的包装，将周期性
Diet Coke, Coca-Cola Zero, Sprite, and Fanta. In each of the collaborations with 元素巧妙地融合到已有的品牌体系之中。
Coca-Cola, the challenge was to find the right visual and emotive balance between
the brand iconography and goals of the campaign – whether it was refreshing
brand attributes, creating new packaging or integrating a seasonal element into
the existing brand.

Design Agency: Hatch Design. Production Date: 2007. Creative Director: Katie 设计机构：哈奇设计工作室 完成时间：2007年 创意总监：凯蒂·吉恩，乔尔·滕普林　
Jain / Joel Templin. Designer: Ryan Meis. Client: The Coca–Cola Company. 设计师：瑞安·梅斯 客户：可口可乐公司 国家：美国
Nationality: USA.
14

15

Charitea 沙里茶
The drinks market is extremely competitive and it is hard for new products to come 饮品市场竞争非常激烈，新产品要想占有一席之地，包装就显得尤为重要。设计的风格不仅
on the market and be seen, which makes the packaging especially important in 要求醒目，同时还能够确保独特性和永恒性。包装在体现出产品优质的同时，富有内涵，低
this category. The design should draw attention to it and simultaneously be unique 调而不失奢华、奢华中不乏内敛。与此同时，设计应该有效彰显出该产品外观的设计理念。
and “iconic”, timeless and modern. It should signal good quality but not premium 产品应以广大消费者为销售主体，而不应仅仅局限于某个特定的人群，包括有机产品的积极
and luxury. Simultaneously the design should effectively challenge the conceptions 购买者、具有随机性购买的普通消费者。沙里茶产品的标识以一片茶树叶（被部分消费者看
of how “charity products” and organic products should look. The product should be 作是水滴）为主题，优雅而醒目。该系列茶饮品根据简单的命名划分成几大品牌，它们分别
in demand and bought by everyone, not only those who actively look for organic 是沙里黑茶、沙里红茶和沙里绿茶。该饮品专为追求健康饮食和善于社交的人士而提供。有
goods or normal consumers who buy on impulse because of a bad conscience. “良知”的饮料，绝对值得品尝！
Charitea’s totally white symbol – a tea leaf or a drop – hovers harmonically over the
logo. Elegant, but eye-catching. The products included in the series of freshly-brewed
organic teas are distinguished through their simple name: Charitea black, Charitea
red and Charitea green, that of course refer to the different types of tea. Charitea is
designed for the health conscious and socially committed consumer. A drink with a
conscience. A good drink!

Design Agency: BVD. Production Date: 2009. Designer: Susanna Nygren Barrett / 设计机构：BVD设计工作室 完成时间：2009年 设计师：苏珊娜·尼格伦·巴雷特，基
Kina Giesenfeld / Bengt Anderung. Client: Lemonaid GmbH. Nationality: Sweden. 纳·杰森菲尔德，本特·安德昂 客户：Lemonaid有限公司 国家：瑞典
 Tesco Green and Herbal Teas 乐购绿茶和花草茶
The key selling point was the flavour of the tea so the focus of the design was to 该饮品的一个关键卖点是茶香，因此，设计师巧妙地利用每款产品香气的特点，在包装上讲
create a fruit or herb story with photography being used to establish each flavour 述了一个有关水果和花草的唯美故事。拉绳茶包被巧妙地运用到包装的表面作为夹持装置的
variant. A drawstring tea bag was used for the descriptor holding device. Once the 描述符号。在设计方案被采纳之后，乐购管理层决定将该系列产品由三种推广到十种。该推
design had been selected, Tesco management decided to increase the range from 3 广活动于2009年5月实施。
products to 10. The range was launched in May 2009.

Design Agency: R Design. Production Date: 2009. Creative Director: Dave 设计机构：R设计工作室 完成时间：2009年 创意总监：戴夫·里奇蒙德 设计师：加雷
Richmond. Designer: Gareth Roberts. Client: Tesco. Nationality: UK. 思·罗伯茨 客户：乐购公司 国家：英国
 Arla Milk Bottle
Pucko is a classic chocolate drink brand in Sweden
with an iconic glass bottle. Arla Foods wanted to refine
the brand identity that it would work on additional
packaging types and sizes.
A complete identity system that was successfully
applied to new packaging types without losing the
original look and feel of the brand. Considerable
increase in sales indicating a successful transfer into
new packaging types.

Design Agency: Neumeister Strategic Design AB.

Production Date: 2008. Designer: Peter Neumeister /
Mattias Lindstedt. Client: Pucko. Nationality: Sweden.

阿拉乳品
Pucko产品是瑞典一个经典的饮品品牌，独特的玻璃瓶装标
识深受广大消费者的欢迎。阿拉乳品公司希望能够对该品
牌标识进行改善，以适应不断扩展的包装类型和尺寸。
这个完整的标识系统在不改变原有品牌的形象和基调条件
下，成功地与新包装类型实现了完美融合。销售额的大幅
增加证明了该新型包装转型的成功。

设计机构：纽梅斯特战略设计工作室 完成时间：2008年
设计师：彼得·纽梅斯特，马蒂亚斯·里斯托 客户：
Pucko公司 国家：瑞典

16

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 First Blush First Blush果汁饮料
First Blush is a juice that Ferroconcrete has transformed into something much more First Blush果汁饮料的包装是Ferroconcrete设计工作室的成功之作。意识到果汁本身是该
grown up. Recognising the juice itself as the soul of the brand, Ferroconcrete allowed 品牌的灵魂所在，因此，该工作室通过优雅的玻璃瓶身将内装的果汁隐约呈现出来。该品牌
it to shine through the elegant glass bottles. The brand conveys that this juice is fresh- 有力地传达了果汁新鲜、健康、上乘的品质。
picked, healthy and truly sophisticated.

Design Agency: Ferroconcrete. Production Date: 2008. Creative Director: Yolanda 设计机构：Ferroconcrete设计工作室 完成时间：2008年 创意总监：尤兰达·圣托萨
Santosa. Designer: Yolanda Santosa / Sunjoo Park / Wendy Thai / Ann Kim. 设计师：尤兰达·圣托萨，萨恩杰奥·帕克，温迪·泰，安·金 客户：First Blush公司
Client: First Blush Inc. Photography: Paul Taylor. Nationality: USA. 摄影：保罗·泰勒 国家：美国
18

19

Lass–Made With Joy 印度酸奶－开心制造

Made with Joy is a new kind of food and beverage company. They have recently 开心制造是一个崭新的食品和饮料品牌，豪斯伦敦有限公司和零售商共同协助推出了该品牌
launched their new range of Lassi drinks with the help of the House London. The 的新系列印度酸奶，豪斯伦敦有限公司为产品提供命名、定位、包装以及产品的销售网站设
House helped choose the name, create the identity, produce the packaging and 计。设计以神秘的印度色彩、华丽鲜艳的图案为设计基础。大胆的设计风格为伦敦商铺带来
launch the new website. The design is based on Indian colours, bling and patterns. 了一次华丽的视觉冲击。
A bold design that is already proving a hit in the shops of London town.

Design Agency: The House London Ltd. Production Date: 2010–2011. Creative 设计机构：豪斯伦敦有限公司 完成时间：2010/2011年 创意总监：迈克尔·默多克 设
Director: Michael Murdoch. Designer: Elsie Wong. Client: Made With Joy Foods 计师：埃尔希·黄 客户：开心制造食品公司 摄影：莫维·凯 国家：英国
Ltd. Photography: Mowie Kay. Nationality: UK.
 Ping Energy Drink “砰”能量饮料
Demonstrate an advanced investigation and research into an area of interest and 设计师在开展项目设计之初，围绕设计传达形式进行了充分调查和研究。他从市场上颇受欢
“inspiration” revolving around some form of design communication and produce an 迎的非健康能量饮料入手研究，最终打造了一款名为“砰”的健康型能量饮料，在为消费者
identity for your chosen matter. 提供能量充电的同时，帮助他们彻底摆脱有害化学成分和高糖对身体带来的危害。该饮料的
The designer decided to look into the harmful consumption of energy drinks and 所有成分均被设置在一个里程表形状的图形之中。
how they are becoming more are more popular in our busy society.
In response, he created a healthy energy drink called Ping which can still bring you
that “energy high” but without the dirty chemicals and high amounts of sugar. All
the contents have been labelled on the front in the shape of a speedometer.

Production Date: 2010. Designer: Anne Dahlin. Client: Anne Dahlin. Nationality: 完成时间：2010年 设计师：安妮·达赫林 客户：安妮·达赫林 国家：瑞典
Sweden.
 LT Waters
The designers were commissioned by a company located in St. Tropez. Les
Tropeziennes is a registered trademark and there are several products under that
name. The brand owner asked the designers to design a line of refreshing water
flavours with three variants, Beach, Sport and Night.
They have made the project with a big load of sensuality and novelty and the
pyramidal shape is determined without adhesive labels, all information held in
screen printing and relief for the brand.
It is a young, feminine, sensual and innovative packaging highly adapted to their
origin, St. Tropez.

Design Agency: Corretje Comunicación Grafica. Production Date: 2010. Designer:

Xavier Corretje / Ana Hernando. Client: LT Waters. Nationality: Spain.

LT饮品
设计师受圣托贝一家公司的委托为其提供包装设计。Les Tropeziennes品牌是一个注册商
标，旗下拥有多种品牌产品。该品牌的所有人邀请设计师为其提供三种品牌饮品的外包装设
计，这三种品牌分别是沙滩、运动和夜晚。
该包装迷人且充满浪漫色彩，锥体形态上方不设任何标签，所有的信息采用丝网印刷的方
式，从而有效减轻了品牌的负担。
青春、柔美、性感、新颖的包装与其发源地圣托贝相得益彰。

设计机构：克莱特耶图文传播设计工作室 完成时间：2010年 设计师：泽维尔·克莱特

耶，安娜·埃尔南多 客户：LT饮品公司 国家：西班牙

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U Hydration Packaging “U”形电解质饮料包装

Nuun is the leading manufacturer of electrolyte sports drink tablets. After Nuun是电解质运动饮料片的领先制造商。在运动领域获得了较高盛誉之后，该公司邀请
establishing a strong reputation with endurance athletes, the company hired Moxie Moxie Sozo设计工作室为其新型产品提供包装设计。该新型产品以健康的女士生活时尚市场
Sozo to launch a new product targeting the health-conscious women’s lifestyle 为主要销售目标。Moxie Sozo设计工作室通过研究和小组讨论，了解出新品牌所面临的挑战
market. The agency, through research and focus groups, identified competitive 与机遇。该项目运用了一个充满动感、柔和的平面架构，风格现代、色彩清新。大写“U”
challenges and opportunities for the new brand. Using a graphic architecture 形字母作为消费主体的情感驱动器，在塑造完美形态的同时，抢占消费者的目光。该包装设
centred around a dynamic female form, contemporary styling and a fresh colour 计获得了诸多大奖，并多次被刊登在图书之中，好评如潮。
scheme, "U" capitalised on key emotional drivers of the target audience, while
maintaining taste appeal and a strong shelf presence. The packaging has won
several awards, been featured in numerous books and received praise for its
effectiveness.

Design Agency: Moxie Sozo. Production Date: 2008. Creative Director: Leif Steiner. 设计机构：Moxie Sozo设计工作室 完成时间：2008年 创意总监：雷夫·施泰纳 设计
Designer: Charles Bloom / Stephanie Shank. Client: Nuun. Nationality: USA. 师：查尔斯·布鲁姆，斯蒂芬妮·尚克 客户：Nuun饮料公司 国家：美国
 Juicy Cool
Juicy Cool drinks with unusual and uncommon fruit tastes, based on natural
fruit juice. The brand is for the young and wild, searching for something new and
unusual, those that are not interested in traditional juices and cold teas. The primary
goal of the project was to create a new image, corresponding to the bright and
extreme character of the brand and the expectations of the target audience - active,
progressive part of the youth.

Design Agency: KIAN Brand Agency. Production Date: 2009. Creative Director:
Kirill Konstantinov. Designer: Irina Goosevskaya. Client: Raimbek Bottlers CO
(Kazakhstan). Nationality: Russia.

果汁清凉饮料
果汁清凉饮料萃取纯天然的水果汁，凭借独特的口感和水果清香而深受欢迎。该品牌以追求
时尚、另类的年轻一族为主要销售目标，打破传统的果汁饮料和凉茶结构，旨在为其提供与
众不同的时尚饮品。该项目的主要设计理念是打造一个崭新的形象，与品牌明亮、偏激的个
性相得益彰，并满足活泼、激进的部分年轻群体的期望。

设计机构：吉安品牌代理公司 完成时间：2009年 创意总监：基里尔·肯斯坦迪诺维 设

计师：艾里那·古赛维萨卡亚 客户：莱姆贝克装瓶有限公司（哈萨克斯坦） 国家：俄罗
斯

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 Tango 探戈饮料包装
Blue Marlin created a new identity that is modern, fresh, fun, impactful and most of 布卢·马林设计工作室打造的这个现代、新颖、有趣、极具感染力的包装设计明确清晰地表
all a clear expression of the brand’s innate nature. Where many brands have been 达出该品牌的内在本质。市场上同类产品的包装大多以清新的水果为设计主题，营造纯粹之
using fruit imagery in a cute, innocent way, Tango’s packaging shows it like it is with 感；而对于探戈饮料的包装则以水果被切碎、刺穿、压榨以及捣烂的状态为主题，设计理念
fruit getting crushed, punctured, mangled, mauled and mashed up. The graphics 另类而独特。图案特征醒目而幽默，涂鸦风格类型和插图避免品牌过于凝重之感。简约的线
are striking and humorous, while graffiti style type and illustrations give the brand 条与探戈饮料的价值理念相得益彰。饮料在消费者手中之时，其品牌影响力和娱乐性就会变
a little edge without taking itself too seriously. Little lines of copy complete the look 得更加清晰、明朗。
and feel with deadpan delivery suited to Tango’s values. When Tango is in the hands 设计的挑战在于如何为该饮品塑造一个独一无二的个性，并使之与不断发展的品牌理念相得
of its target audience its brand values of impact and entertainment come across 益彰。先前的设计战略已经不能满足不断更新的消费者市场的需求，探戈饮料的个性和态度
loud and clear. 急需崭新的包装和广告展现出来。布卢·马林设计工作室深刻意识到该饮品品牌最大的卖点
The challenge was to make the most of Tango’s unique personality and full taste to 存在于幽默另类的个性之中。该项目的设计目标是通过全新的品牌标识、包装、表现风格和
drive value share growth. The strategy of previous years had been to appease the 视觉传达设计完美展现该品牌内在的风趣和品位。
gatekeepers – mothers – and Tango’s personality and attitude had been deliberately
dialled down in packaging and advertising. Blue Marlin recognised that in today’s
market conditions Tango’s greatest asset lay in its distinctive humorous personality.
The task was to recapture Tango’s irreverent sense of fun and full on taste in a new
brand identity, packaging, tone of voice and off pack communications.

Design Agency: Blue Marlin. Production Date: 2009. Client: Britvic Soft Drinks. 设计机构：布卢·马林设计工作室 完成时间：2009年 客户：布里特维奇软饮料公司 摄
Photography: Blue Marlin. Nationality: UK. 影：布卢·马林设计工作室 国家：英国
 Fruit Invaders Design
Vivaks, a well - known Macedonian juice producer,
decided to make their brand more relevant to a
younger, urban & more contemporary target. How to
do it best? By launching a special pack edition of their
existing product line Viva. And here it is, the first line
of special pack edition Fruit Invaders. Let's keep our
thumbs up and hope for many new special editions!

Design Agency: New Moment–New Ideas Company

Y&R Skopjeproduction. Production Date: 2011.
Designer: Nikola Vojnov. Client: Vivaks. Nationality:
Macedon.

水果入侵者包装设计
Vivaks品牌是一个著名的马其顿果汁生产商，以城市以及
现代年轻群体为主要经营目标。那么如何才能在销售市场
上立于不败之地呢？该公司新近开发出已有Viva产品线的
一个特别包装系列。该项目是这个特别包装系列中的首批
包装。让我们一同期待并鉴赏接下来更多的新版包装吧！

设计机构：新时期－新思路公司Y＆R史可普利设计公司
完成时间：2011年 设计师：尼古拉·沃杰诺夫 客户：
Vivaks饮品公司 国家：马其顿

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 Quick Fruit
Packaging Concept
The idea behind Quick Fruit packaging is a fruit
sliced in half showing the core of the fruit as the lid
of the product. A clean, simple logo with the letter "Q"
depicting a cup with a spoon appears on the lid and
side.

Design Agency: Circum Punkt Design. Production

Date: 2008. Designer: Marcel Buerkle. Nationality:
South Africa.

奎克水果包装理念
奎克水果的包装理念是将水果切成两半，以水果的核作为该
产品的盒盖。盒盖和侧面均标有清新、简单的标识，该标识
与字母“Q”一同塑造了一个带有匙羹的杯形结构。

设计机构：Circum Punkt设计工作室 完成时间：2008年

设计师：马塞尔·布埃克尔 国家：南非
 Chin8 Neri Beverage
Angelini Design took irony and self-referentiality as
their guidelines when restyling Aranciosa, Limoncedro
and Gassosa Neri. Labels that evoke a glorious past
and carry a historic tradition into the future: the
transparent material gives every label the colour of
the original product, contained in an uneven, vintage
style bottle.

Design Agency: Angelini Design. Production Date:

2007. Client: Chin8 Neri. Nationality: Italy.

Chin8 Neri饮料
Angelini设计工作室以反语和自我解嘲的方式作为
Aranciosa,Limoncedro以及Gassosa Neri三大品牌重塑的指
导理念。标签对辉煌的历史进行了回顾，并将悠久的历史
传统延伸到未来之中：透明的材料将饮料本身的颜色完美
呈现出来，瓶身采用不规则返古风格打造。

设计机构：Angelini设计工作室 完成时间：2007年 客
户：Chin8 Neri饮料公司 国家：意大利

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 Grove Organic Fruit Co. 果园有机果品有限公司
Grove’s unique selling point of "organic" no longer had the cut through required for 果园有机果品有限公司原有的独特“有机”卖点已不能够满足品牌逐渐发展的需要。因此，
the brand to distinguish it as "The Original". The designers created an illustrated BrandOpus设计工作室精心打造的插画式包装设计使这个独立品牌得以焕然一新。在该产品
design that brought to life the premium preposition of this independent brand- 并排出现在超市货架之时，黑色背景下粗壮的柑橘属植物即刻转变成瓜果飘香的果园，从而
the bold citrus on black identity grows into a grove of fruit when packs are 与该品牌的名称相得益彰。该品牌重塑设计再次巩固了果园有机果品有限公司在英国有机饮
merchandised side-by-side supermarket shelf, reinforcing the brand name. The 品品牌市场上的领导地位。
redesign has cemented Grove as the England’s number one best selling organic
juice brand.

Design Agency: BrandOpus. Production Date: 2010. Creative Director: Paul Taylor. 设计机构：BrandOpus设计工作室 完成时间：2010年 创意总监：保罗·泰勒 客户：健
Client: Wellness Foods. Nationality: UK. 康食品公司 国家：英国
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Drink Local 乡土饮料

Local is an identity the designer created for an organic drink based around it being 乡土饮料是设计师为一个有机饮品设计的标识，该饮品以本土膳食运动为加工理念，所选用
part of the locavore movement, meaning that all the ingredients are all grown and 的材料全部来自当地，并在当地灌装之后在原地进行销售。该标识是三种元素的结合体：象
produced locally to where it is bottled and sold. The logo is a combination of three 征着本土膳食运动的一个地方标志、积极参与该运动的滔滔不绝的演说以及一个水滴形态。
elements: a location marker to represent the locavore movement, a speech bubble 设计师设计了四种香型的饮料包装，并在每种包装中运用了地图和城市景观等设计元素。瓶
because of the activism involved, and a water droplet. The designer designed four 盖具有浓厚的地方特色，用于携带的小孔处精心设置了标识。因此，当该饮品呈现在货架上
different flavours and created a label for each using maps and a cityscape as 之时，其上方的标识即刻完美地呈现出来。
design elements. The cap of the bottle says local, and the hole for it in the carrier
has the logo mark. So when there is a drink in the carrier and it is viewed from the
top it recreates the logo.

Production Date: 2007. Creative Director: Ben Langholz. Designer: Ben Langholz. 完成时间：2007年 创意总监：本·兰格霍兹 设计师：本·兰格霍兹 客户：旧金山艺术
Client: Academy of Art University. Photography: Ben Langholz. Nationality: USA. 大学 摄影：本·兰格霍兹 国家：美国
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COCO 可可饮料
Coco carried with it a considerable volume of information that had to be 该可可饮料包装上承载了大量的信息，尽可能地使消费者了解商品的信息。该信息囊括了可
communicated in terms that consumers would readily understand. There was 可饮料的成分以及独特的提取过程对身体带来的益处等。然而，大量的信息设置并没有令设
a great deal that needed to be explained, from what coco juice is and its many 计风格失色。
benefits to the unique process by which it was extracted. The information also had 该包装设计以充分展现马丁斯博士品牌饮品中纯净水、果汁和奶油三种元素为理念，也因
to be set in a way that did not overpower the design of the pack. 此，布卢·马林设计工作室在打造独特美观的包装设计的同时，为该饮品提供了大量的信息
The copy explaining Dr Martins’ Coco water, juice and cream were keys to meeting 描述空间。诙谐的字体风格受到消费者的热衷，并有力传达出该品牌饮品的迷人魅力。该包
the lengthy brief, so Blue Marlin made sure that the pack design could hold ample 装闪亮登场之后旋即在同类产品市场上掀起一阵风暴，随后被应用到公关和店内广告之中。
text in an aesthetically pleasing way. They developed an amusingly literal tone of
voice that engaged consumers and conveyed the doctor’s obsessive approach to his
products. The pack copy set the direction for the brand’s marketing communications
with the “shh!” strategy that debuted on pack subsequently being applied to Public
relation and in-store advertising.

Design Agency: Blue Marlin. Production Date: 2007. Client: Dr Antonio Martins. 设计机构：布卢·马林设计工作室 完成时间：2007年 客户：安东尼·马丁斯博士公司
Photography: Blue Marlin. Nationality: USA. 摄影：布卢·马林设计工作室 国家：美国
 Mood Energy Drink
The brand Mood emerged from a desire of AmPm
Brazil to launch his own brand of beverages, starting
with energy drinks. Rather than giving the same
name for the brand, the designers proposed to create
a stronger brand concept, which could better connect
with the audience. Under the concept of "positive
energy" they named it "mood", a brand focused on
products for an active lifestyle, which are able to bring
more energy and optimism to people's lives. The logo
shows that these two aspects are within the mark. The
packaging look is intended to challenge the category
visual codes by abusing the white colour and clear
style, and suggest the consumption of the product out
of the nightlife. The colours refer to colours of the brand
AmPm. The brand has redefined the concept of private
label at AmPm, accounting for 30% of the energy drink
sales in less than a year. The brand is now preparing
its expansion to other types of beverages.

Design Agency: Fabio Seva Design. Production Date:

2010. Creative Director: Fabio Seva. Designer: Fabio
Seva. Client: E+BROS Brand & Product Developers
in association to AmPm. Photography: Fabio Seva.
Nationality: Brazil.

心情能量饮料
心情品牌饮料是巴西连锁便利商店AMPM中自营的能量饮品品
牌名称。设计师提出的品牌设计理念有效地拉近了产品与消
费者之间的距离。在“正能量”理念的指引下，设计师为该
品牌命名为“心情”，该饮品以积极的生活时尚为中心，使
人们的生活更加积极乐观、活力十足，而这种设计主旨也完
美融入到标识之中。包装外观对传统的视觉类标准进行了挑
战，纯白色的色调，简洁、干练的风格，暗示该产品与夜生
活所消费的饮料之间的区别。色彩的运用与爱蒲品牌的色调
相得益彰。该品牌对AMPM连锁便利商店自有品牌的理念进行
了重新定义，在不到一年的时间里，该品牌在能量饮料销售
市场上占据了30%的份额。目前，该品牌正在积极向其他类
型的饮料领域进行拓展。

设计机构：法比奥·舍瓦设计工作室 完成时间：2010年
创意总监：法比奥·舍瓦 设计师：法比奥·舍瓦 客户：
E+BROS品牌及产品开发公司，AmPm连锁便利商店 摄影：法
比奥·舍瓦 国家：巴西
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Anheuser–Busch Inbev 安海斯布希公司－英博啤酒

Deutsch Design Works has developed multiple brand innovations including over 10 多伊奇设计工作室为安海斯布希公司的品牌提供多样化品牌革新理念，包括10多个独特的铝
unique brand applications of aluminium “bottlecans” for Anheuser-Busch brands. 制易拉罐品牌的应用等。不同点之一在于，燃烧的鹰状标志旨在增强品牌在全国摩托车大赛
One note of distinction, the flaming eagle design was targeted to increasing brand 中的宣传力量。
awareness with nationwide motorcycle events.

Design Agency: Deutsch Design Works. Production Date: 2006–2009. Art Director: 设计机构：多伊奇设计工作室 完成时间：2006-2009年 艺术总监：巴里·多伊奇 客
Barry Deutsch. Client: Anheuser–Busch InBev. Nationality: USA. 户：安海斯布希公司英博啤酒公司 国家：美国
 Vitamin Well 维他命泉
Vitamin Well was launched as “the tasty, healthy drink filled with minerals”. Its 维他命泉以“美味、健康的矿物质饮品”为宣传理念。该品牌所获得的成功超出了所有人的
success was far greater than anyone could imagine. But was the existing design 想象。但这似乎并不意味着原包装可以历久弥新。纽梅斯特设计工作室应邀为该标识进行改
sufficiently clear? Neumeister were contracted to add an even greater clarity to the 进，令标识更加清晰，为品牌注入全新的气息。
design and give the brand a new lease of life. 该项目以原有设计为基础，标签和包装的设计构建出崭新的结构。瓶身犹如维他命注射液，
The design was revamped and developed. The labelling and the packaging – 独自表达出了所有的广告信息。该视觉形象独一无二。这个成功的设计将继续推动品牌的发
everything got a new clear structure, which nevertheless kept the original idea 展。
clearly in focus. The designers gave Vitamin Well the very vitamin injections that it
gives you.
The bottle alone conveys the message in all the advertising. No copy, no other visual
impressions. A great success has become even greater.

Design Agency: Neumeister Strategic Design AB. Production Date: 2008. Creative 设计机构：纽梅斯特战略设计工作室 完成时间：2008年 创意总监：彼得·纽梅斯特 设
Director: Peter Neumeister. Designer: Peter Neumeister / Tobias Andersson. Client: 计师：彼得·纽梅斯特，托比亚斯·安德森 客户：维他命泉饮料公司 国家：瑞典
Vitamin Well. Nationality: Sweden.
 Cidriya Premium Cider
The clear but sharp detailed design for this cider
reflects the core of this product: the product itself.
Made from 100% pink lady apples grown in the high
mountains of Northern Israel, the design accents the
product, hinting details of the delicate and precise
process of creating this premium, crisp cider. The
Hebrew typography and metallic foils create a
visually stimulating product while not taking focus off
of the product itself.

Design Agency: Kr oll. Pr oduction Date: 2011.

Creative Director: Dov Kroll. Designer: Dov Kroll.
Photography: Yasmin & Arye–Studio Ya. Nationality:
Israel.

Cidriya优质苹果酒
该苹果酒简洁、前卫的细节设计完美彰显出产品制作的核
心理念，即产品本身。该饮品所用的原料全部来自以色列
北部山区种植的粉红佳人苹果。该设计在突出产品的同
时，暗喻其加工过程的精致和细腻。希伯来语字体和金属
锡箔的巧妙搭配在不破坏产品特色的同时令其更加醒目、
抢眼。

设计机构：克罗尔设计工作室 完成时间：2011年 创意
总监：多夫·克罗尔 设计师：多夫·克罗尔 摄影：优
思明&爱雅工作室 国家：以色列

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 POW Energy Drink POW能量饮料
POW Energy Drink is a fruit - based energy drink aimed at young vibrant out POW能量饮料是一种以水果为原料的能量饮料，以从事户外运动的年轻一族为销售主体。该
going people. Made from natural fruit juices it can be enjoyed as a pick - me - up 饮品完全以纯天然果汁为原料，可以作为早点搭档，也可添加伏特加酒形成夜晚餐桌上的鸡
drink in the morning or can be mixed with vodka to make an uplifting cocktail 尾酒。设计的方法是打造一个强有力的标识和包装，以与该品牌充满活力的本质相得益彰，
on a night out. The design approach was to come up with a strong, bold identity 并令其在销售市场上具有较强的竞争力。POW能量饮料与众不同的一个关键元素是其丰富的
and packaging to match the vibrant nature of the brand and stand out in a very 香型。设计的主要目标是鲜明地描绘出水果元素，而不仅仅将其局限在一种水果饮料的范围
competitive market place. One of the key elements that separate POW Energy Drink 内。设计运用了和水果相关的色彩，醒目而大胆的色彩运用为饮品增添了无限活力气息。
from the competition is the flavours. The main aim was to clearly illustrate the fruit
element without making it seem like just a fruit drink. Using the natural colours of the
fruits used in the drink the designers created a very strong and bold colour palette
which was applied to the packaging.

Design Agency: Siaw Misa. Production Date: 2010. Creative Director: Abuakwa 设计机构：西奥·米萨 完成时间：2010年 创意总监：阿布卡瓦·西奥·米萨 设计师：
Siaw–Misa. Designer: Abuakwa Siaw–Misa. Client: Pow Energy Drink Ltd. 阿布卡瓦·西奥·米萨 客户：POW能量饮料有限公司 摄影：希欧多尔·亚历山大 国
Photography: Theodore Alexander. Nationality: UK. 家：英国
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Y Water Y形水饮料包装
To create an entirely new product and brand from the ground up, including 为一个新型产品和品牌全新打造的项目，包括四面体瓶身的打造、Y形结点的设计（橡胶连
everything from the iconic “tetra pod” shaped bottle and “Y Knots” (rubber 接器，号召孩子们在喝完该饮品后将瓶子作为积木）、品牌标识以及传达信息的设计等。
connectors that let kids connect and build with the bottles) to the logo, brand Y形水饮料是一个独特的四面体结构，巧妙摆脱了对附加品牌化的需要，所有的信息全部设
identity and messaging. 置在一个生物可降解标签上，同时扮演销售亮点的角色。
Y Water is a unique tetra-pod shape that eliminates the need for extra branding
by placing all required language on a biodegradable tag that doubles as a
merchandising hook.

Design Agency: Fuse Design. Production Date: 2008. Client: Y Water. Nationality: 设计机构：福斯设计工作室 完成时间：2008年 客户：Y形水饮料公司 国家：美国
USA.
 Mixed Emotions
The idea of this project is to sell emotions through a product. The designer selected a
mix between a concoction and vodka. The concoction is a fruit blend that contains
emotions such as love, sadness, happiness, fear and anger. The Mixed Emotions
cocktail evokes an emotion and changes your attitude according to your preference.
The spiral structure forms two straws that invite the consumer to visualise how the
liquids combine as they drink. Two tiny mechanisms outline the straws to bottom of
the container, allowing air to enter and hence permitting the customer to absorb the
liquid. The cap provides an air-tight seal, thus enclosing all openings.
While the front panel invites the consumer to drink, the back panel depicts phrases
to illustrate the type of experience the customer will encounter. Because of its
design, the consumers can dance, jump, go wild or do whatever they please without
worrying about spilling their drink or breaking the bottle.

Design Agency: Gworkshop. Production Date: 2009. Creative Director: José Luis
García Eguiguren. Designer: José Luis García Eguiguren. Client: Mixed Emotions.
Nationality: Ecuador.

多感饮品
该项目的理念是打包销售产品和情感。产品融合调合物和伏特加酒于一体。这些调合物指的
是带有热爱、悲欢、高兴、恐惧和愤怒情感的水果混合物。这款多感鸡尾酒饮料能够和消费
者在情感上产生共鸣，消费者可根据自己的喜好自行选择。
螺旋结构巧妙设置了双重吸管，使消费者在饮食的同时清楚地看到液体在内部的融合。两个
小型装置将容器内部的吸管进行固定，确保空间的进入，从而令消费者轻松地吮吸到饮品。
瓶上的盖子提供密封的作用，闭合所有的开口。瓶身前端的标签上标注吸引消费者的口号，
而瓶身的后方则详细地阐述该类型饮料的特色以及消费者在品尝过程中将要体验到的感受。
这个独特的包装可以令消费者随意携带，无论他们进行跳舞、跳高还是野外游玩等活动，都
不会为饮料倾洒或破碎而担忧。
40

41 设计机构：Gworkshop设计工作室 完成时间：2009年 创意总监：何塞·路易斯，加西

亚·爱圭格林 设计师：何塞·路易斯，加西亚·爱圭格林 客户：多感饮品公司 国家：
厄瓜多尔
 Wildberry Cooler 怀尔德伯里清凉饮料
Ultra trendy, super stylish and dramatically different, this update unabashedly 这款非常时尚、前卫、与众不同的饮品包装以“午夜女郎”为主题。独一无二的设计令该饮
declares "girls night out". The sensual allure of this design is immediately 品在出现在货架的瞬间独占鳌头。该品牌标识以“野性”为关键词，为将来不断添加的香型
recognisable on shelf and stands out against competitors in this cluttered category. 饮料提供了先决条件。
The brand identity is shortened to "Wild" to accommodate additional flavours.

Design Agency: Davis. Production Date: 2010. Designer: Jeff Boulton. Account 设计机构：戴维斯设计工作室 完成时间：2010年 设计师：杰夫·博尔顿 客户总监：杰
Director: Jeff Davis. Client: Corby Distilleries. Nationality: Canada. 夫·戴维斯 客户：科比酿酒厂 国家：加拿大
42

43

PRE–Branding and Packaging PRE饮料品牌塑造和包装设计

Experience a new kind of beverage, PRE Probiotic Enhancer, an amazingly delicious 这款名为PRE益生菌强化因子的新型有机果汁饮料，融合了Jarrow Formulas公司开发的专属
fusion of organic juice enhanced with a proprietary prebiotic blend developed by 益生元调合物，以每天为消费者营造一个健康的消化系统为理念。通过益生菌的摄取确保消
Jarrow Formulas. PRE prebiotic beverage was developed to conveniently deliver you 化系统的平衡，同时通过有益菌的增加有效增加抵抗力，提高免疫力。该饮品在为消费者调
a healthy digestive boost any time of the day. PRE actively works with the body to 节消化系统平衡的同时，帮助他们拥有一个健康、快乐的人生。
promote healthy digestive balance by triggering the growth of beneficial bacteria
called probiotics already present in your digestive tract. As the good bacteria
increase so does resistance to harmful bacteria causing a boost in your immune
system. PRE works with your digetive system helping to restore balance creating a
healthy, happier you.

Design Agency: TomTor Studio. Production Date: 2009. Creative Director: Tom Tor. 设计机构：汤姆·图尔设计工作室 完成时间：2009年 创意总监：汤姆·图尔 设计师：
Designer: Tom Tor. Client: Pre. Photography: Tom Tor. Nationality: USA. 汤姆·图尔 客户：PRE饮品公司 摄影：汤姆·图尔 国家：美国
 JUS
Jus packaging is as fresh and delicious as the juice
within. This playful bottle is functional, delightful, and
innovative.

Design Agency: Karim Rashid Inc. Production Date:

2010. Nationality: USA.

JUS饮料包装
该包装新颖、诱人，正如同包装盒内部的饮品。有趣的瓶
身具有极强的功能性、美观性和创意性。

设计机构：卡里姆·拉希德公司 完成时间：2010年 国
家：美国

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45
 EAU EAU饮料包装
Clean, contemporary, and organic, Karim’s design for EAU, by Paris Baguette offers 由卡里姆·拉希德公司为巴黎贝甜公司EAU品牌饮品设计的包装，简洁、现代、传统，优美
fluid beauty, while staying simple and modern. 的流线型不乏简约、时尚之感。

Design Agency: Karim Rashid Inc. Production Date: 2010. Nationality: USA. 设计机构：卡里姆·拉希德公司 完成时间：2010年 国家：美国
 Gorobel Premium
Basque Water
Packaging for the first mineral basque water named
Gorobel. Gorobel is the Basque name of the Sierra de
la Salvada, a landmark between Vizcaya, Alava and
Burgos 'hidden' one of the largest and richest reserves
of flora and fauna in Europe. One of its springs starts
in Gorobel, the first premium water from the Basque
Country, rich in minerals and purity levels similar to
those of spring water at a much higher altitude.

Design Agency: Isusko. Production Date: 2011.

Creative Director: Isusko Artabe. Designer: Isusko
Artabe. Client: JGG. Photography: Isusko Artabe.
Nationality: Spain.

戈洛贝尔优质巴斯克水饮料
该项目是专为名为戈洛贝尔的首个矿物巴斯克水饮料而提
供的设计。戈洛贝尔，巴斯克语称为塞拉利昂，是欧洲比
斯开、阿拉瓦和布尔戈斯地区之间一个地标，其中“隐
藏”了欧洲一个最大、最丰富的植物和动物保护群。该饮
料中所运用的水元素全部来自该地区的山泉，该水中富含
了大量对人体有益的矿物质，其纯净度绝不亚于高纬度的
清泉。

设计机构：伊苏库设计工作室 完成时间：2011年 创意
总监：伊苏库·阿塔贝 设计师：伊苏库·阿塔贝 客
户：JGG饮品公司 摄影：伊苏库·阿塔贝 国家：西班牙

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47
 Schweppes Limited Edition Range 史威士限量版系列
The Limited Edition range is a selection of 300mL Schweppes Classic Mixers that 这款300毫升的史威士经典饮料以弘扬该品牌的美妙神秘和创新精髓为理念。所运用的每个
celebrate the enigmatic and innovative spirit of this beautiful and iconic brand. 图案全部来自史威士海报艺术文献库，完美而适度地表达了该品牌的特色所在。
Each image, originally from the Schweppes poster art archive, was respectfully
retouched and adjusted to express the unique personality of the individual product.

Design Agency: DiDONATO Partners. Production Date: 2010. Creative Director: 设计机构：DiDONATO伙伴设计事务所 完成时间：2010年 创意总监：达米安·凯利 设计
Damian Kelly. Designer: Damian Kelly. Client: Schweppes Australia. Photography: 师：达米安·凯利 客户：澳大利亚史威士饮品公司 摄影：史威士档案馆，DiDONATO伙伴
Schweppes Archive / DiDONATO. Nationality: Australia. 设计事务所 国家：澳大利亚
 22 Penaclara
Name and packaging design for the launch of 22°C
Premium Water aimed at hotel and specialised store
sectors. A simple and direct typographical design
which the absence of colour is prized. The origin of
the name is directly related to the temperature of the
water in the source spring, 22°C.

Design Agency: (calcco) Comunicación Visual.

Production Date: 2009. Creative Director: Sergio Aja.
Designer: Eduardo del Pozo. Client: MINERAQUA, S.A.
Photography: Sergio Aja. Nationality: Spain.

22度Penaclara饮料
专为22度Penaclara饮料提供的命名方案和包装设计。该
优质水饮料以酒店和特色专门店为销售目标。字体设计简
约、直观，色调以黑白色为主，自然流露出高贵、优雅之
气。该饮品的名称援引自其发源地温泉22度水的说法。

设计机构：（calcco）视觉传达公司 完成时间：2009年
创意总监：塞尔吉奥·阿哈 设计师：爱德华·德尔·波
佐 客户：MINERAQUA股份公司 摄影：塞尔吉奥·阿哈
国家：西班牙

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49
 Echo
What makes echo stand out from other bottled waters is its simplicity; it is bottled
water that minimises its environmental impact. Clean, modern and responsible – the
design of the packaging keeps waste to an absolute minimum. Even the quick-peel
removable labels were also printed in a carbon neutral, wind-powered facility.

Design Agency: Ferroconcrete. Production Date: 2010. Creative Director: Yolanda

Santosa. Designer: Yolanda Santosa / Owen Gee. Client: Echo Beverages.
Nationality: USA.

回声饮品
简约的包装风格使该品牌饮品能够在众多瓶装水饮料中独占鳌头，正是因为其能够有效减少
对环境的消极影响。简约、现代、有责任感，正是这三种包装特性将浪费程度降到了最低。
即便是易剥离的可移动标签也采用了中性碳进行印刷，印刷设施采用风力发电。

设计机构：Ferroconcrete设计工作室 完成时间：2010年 创意总监：尤兰达·圣托萨

设计师：尤兰达·圣托萨，欧文·吉吉 客户：回声饮品公司 国家：美国
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51

Kacheli Kacheli饮品
During the process of working on the project, several options were suggested to 在该项目的设计过程中，设计师为打造一个积极的品牌理念和强有力的品牌标识提出了几个
create a positive brand conception and strong brand identity. The first option 方案。首个方案是以突出产品的天然加工为理念。该创意崇尚环保、精致，以打造一个明
suggests pulling the attention towards the natural products used in the making. 快、醒目的视觉品牌识别为主旨。第二个方案是以具有积极消费理念的现代人群为主体，旨
This idea is supported by an eco-friendly, refined design, assuming the presence 在通过创新的简约设计，与欧洲的流行时尚相得益彰。第三个方案则倾向于传统的价值观。
of a bright visual brand identity. The second option is oriented towards more 最终的方案是通过一个沉稳、绚烂的色彩应用理念，背景信息、消费者沟通区域采用刻印手
progressive and modern target audience and involves an innovative minimal 法，通过标签将该产品的所有优势完美呈现出来。
design, concurrent with the latest European trends. The third option appeals to the
traditional values. The developed conception suggests a calm but colourful solution,
using engraving technology in the formation of the background, as well as an
extensive area for client communication, used to deliver all the advantages of the
product to the consumer via the label.

Design Agency: KIAN Brand Agency. Production Date: 2010. Creative Director: 设计机构：吉安品牌代理公司 完成时间：2010年 创意总监：基里尔·肯斯坦迪诺维 设
Kirill Konstantinov. Designer: Andrey Kalashnikov. Client: Raimbek Bottlers CO 计师：安德烈·卡拉什尼科夫 客户：莱姆贝克装瓶有限公司（哈萨克斯坦） 国家：俄罗
(Kazakhstan). Nationality: Russia. 斯
 Isst Organic Ice Tea Isst有机冰红茶
ARTENTIKO developed complete branding for a new line of beverages. Due to an ARTENTIKO设计工作室为一个全新的饮料产品提供的全面品牌包装设计。考虑到市场上“冰
increased competition in the beverage market of the "ice tea” type, the designers 红茶”饮料竞争的激烈，设计师对设计理念进行了重新定义，并为这一以“茶”为特色的有
were to redefine the concept and prepare the visual concept of flavoured organic 机饮料提供恰当的视觉理念，使之明快、新颖而独特。该品牌不仅仅是一个为人们提神、醒
beverages based on tea, both light and refreshing. The brand was to offer not only 脑的浓香茶饮，同时也将成为生活时尚中一个不可或缺的部分。ARTENTIKO设计工作室为该
the drink, refreshment and original flavour, but also a style which could become 品牌饮料提供的品牌塑造战略和平面设计方案包括品牌名称的命名、结构的打造、香型和色
part of a lifestyle. ARTENTIKO prepared a complete branding strategy and graphic 彩的定义、包装的设计、广告宣传的制定、广告牌与海报以及宣传车和网站的设计等。
solution including: brand name, architecture, flavours, colours, packaging,
advertising slogans, billboards & posters, promo-cars, website.

Design Agency: ARTENTIKO. Production Date: 2010. Creative Director: Marcin 设计机构：ARTENTIKO设计工作室 完成时间：2010年 创意总监：马尔钦·卡兹玛瑞克
Kaczmarek. Designer: Marcin Kaczmarek. Nationality: Poland. 设计师：马尔钦·卡兹玛瑞克 国家：波兰
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Hampstead Tea 汉普斯特德茶饮料

Create a range of packaging that reflected the organic/biodynamic purity of the 该项目是专为一个系列茶饮品而设计的包装，设计在于彰显该产品以单一的草药茶为原料的
single estate and herbal leaf teas. It's designed for 25 to 45 - year - old discerning 有机性和纯粹的生物动力。该饮品专为25-45岁之间的品茶爱好者而设计。独特的包装为茶
tea drinkers. An image of natural purity–tea infusing in pure clear water. A pack 界开辟了新的设计规则。简约、优雅的图案设计鲜明地表明这一奢华系列有机茶品的独有香
design that set new rules in the speciality tea sector. Design simplicity and elegant 型。
photography give a clarity of message for this range of luxury organic teas.

Design Agency: Mayday (London). Production Date: 2006. Creative Director: Barry 设计机构：五月天设计工作室（伦敦） 完成时间：2006年 创意总监：巴里·格里布莱德
Gillibrand. Designer: Roger Akroyd. Client: Hampstead Tea London. Photography: 设计师：罗杰·阿克洛依德 客户：伦敦汉普斯特德茶饮品公司 摄影：安迪·西摩，乔纳
Andy Seymour / Jonathon Knowles. Nationality: UK. 森·诺尔斯 国家：英国
 Cuculand Cuculand饮品
Identity and packaging design for a brand addressing those who are young, pure & 这个品牌标识和包装设计以天真、无邪的年轻一族为销售主体。Cuculand
free. Cuculand (“cuckooland”) is the imaginary life in a real country, or the other way （“cuckooland”）是在一个真正的国家中虚构出的生活或其他方式，冰红茶的包装上绘制
around, as illustrated with humour on the Ice Tea packages. Eventually, we all live in 了大量的诙谐图案。实际上，我们正是生活在Cuculand国度之中。
Cuculand.

Design Agency: Brandient. Production Date: 2009. Creative Director: Cristian ‘Kit’ 设计机构：Brandient设计工作室 完成时间：2009年 创意总监：克里斯蒂安·保罗 设
Paul. Designer: Cristian Petre / Cristian ‘Kit’ Paul / Bogdan Dumitrache / Ciprian 计师：克里斯蒂安·皮特，克里斯蒂安·保罗，波格丹·都梅特拉奇，琪普里恩·巴德兰
Badalan. Client: Trigento Marketing. Nationality: Romania. 客户：Trigento营销公司 国家：罗马尼亚
 Zoega
Zoega, a dark-roasted coffee favourite in Sweden,
is expanding to the rest of Scandinavia. A stringent
design and name concept had to be established - one
that could stand the test of time.
The Z is vital to Zoega - a dark–roasted coffee that
tastes more. All product names include a Z, together
with a taste description, and a design solution that
shows a potent product without any unnecessary fuss.
Out now in Denmark and Norway.

Design Agency: Neumeister Strategic Design AB.

Production Date: 2010. Creative Director: Peter
Neumeister. Designer: Peter Neumeister / Tobias
Andersson. Client: Nestle Norden. Nationality:
Switzerland.

Zoega饮料包装
Zoega是瑞典一个备受欢迎的烘焙咖啡，目前，其发展势
头强劲，已逐渐扩展到斯堪的纳维亚半岛的其他地区。因
此，其急需一个独特的设计和命名方案确保自己的地位经
久不衰。
字母“Z”是Zoega烘焙咖啡多种口味的一个关键词。包装
上设置了字母“Z”和香味描述，整个设计方案以强调产品
的特色为主旨，毫无繁琐累赘之感。目前，在丹麦和挪威
的市场上均能看到这种包装。

设计机构：纽梅斯特战略设计工作室 完成时间：2010年
54
创意总监：彼得·纽梅斯特 设计师：彼得·纽梅斯特，
55 托比亚斯·安德森 客户：诺顿雀巢公司 国家：瑞士
 Starbucks Doubleshot Grande 星巴克双份浓缩大杯咖啡
Who better to offer caffeinated energy drinks than the company that sells more 有哪种咖啡饮料能敌过咖啡饮品专门公司生产的呢？当星巴克公司决定在其专营店和其他经
coffee drinks than anyone? When Starbucks decided to develop three flavours to be 销地点重磅推出三种口味的咖啡之时，他们邀请哈奇设计工作室为其提供品牌设计。这本身
sold in both their own stores and in other less controlled, more crowded venues, they 就是为品牌进行有价值的宣传。星巴克公司很少与设计师进行墙面设计以外的合作，而在该
asked Hatch for help. That in itself is noteworthy. Starbucks rarely collaborates with 项目的设计中，却公开地邀请哈奇设计工作室参与到整个制作的过程之中。该饮品的理念和
designers outside its corporate walls, but openly pulled Hatch into the process. The 命名经过几个月的反复修改和完善，设计师与星巴克公司一起经过半年的开发阶段共同确立
drink concept and name changed over many months, and the designers partnered 了多样化的视觉传达理念。最终，他们为这三种口味的饮品提出了一个系列名称，即星巴克
with Starbucks to give visual expression to various concepts throughout the six-month 双份浓缩大杯咖啡。
development phase. Ultimately, they decided on offering three flavours under the
name Starbucks Doubleshot Grande.

Design Agency: Hatch Design. Production Date: 2008. Creative Director: Katie 设计机构：哈奇设计工作室 完成时间：2008年 创意总监：凯蒂·吉恩，乔尔·滕普林　
Jain / Joel Templin. Designer: Ryan Meis. Client: Starbucks Coffee Company. 设计师：瑞安·梅斯 客户：星巴克咖啡公司 国家：美国
Nationality: USA.
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Friele Iced Coffee–Frozen Aroma Friele冰咖啡-凝香口味

In 2010 Friele launched a new, iced coffee range, and the task was to create a sub 2010年Friele公司推出一个全新的冰咖啡系列饮品，设计的任务是塑造一个以年轻一族为消
brand and strategy to target a younger audience. 费主体的子品牌。
The designers created a simple, strong sub - brand - Friele IS (ice). Rich colours 子品牌的设计风格简约、具有极强的感染力，名称为Friele IS（冰）。丰富的色彩运用巧
were used to convey depth of flavour, using the metal nature of the can substrate 妙地传达出香味的深邃，金属罐装材料令整个产品焕发出微妙的光辉，而IS插画设计也巧妙
to give a subtle sparkle and the IS illustration was created to show the ice growing 地将字母与冰块的形象完美融合。
organically from the letters.

Design Agency: YOU. Production Date: 2010. Designer: Robyn Stevenson / Jeremy 设计机构：YOU设计工作室 完成时间：2010年 设计师：罗宾·史蒂文森，杰瑞米·切斯
Chestnutt / Esme Fisher / David Muzeen / Ninja Scheel Aas / Jackie Hall / Candy 特纳特，埃斯梅·费舍尔，大卫·慕吉恩，尼佳·谢尔·埃斯，杰基·豪尔，肯蒂·施耐
Schneider / Ian Burren / Stephen Elliott. Client: Kaffehuset Friele. Nationality: 德，伊恩·伯伦，斯蒂芬·埃利奥特 客户： Friele咖啡公司 国家：挪威
Norway.
 Tau Delta Gourmet Foods Tau Delta 美食饮品
Tau Delta gourmet foods entered the gourmet market with a richly stylised package. Tau Delta 美食品牌凭借丰富、独特的包装而备受市场瞩目。Tridimage设计工作室的理念
Tridimage's brief was to convey Tau Delta’s core brand values of quality and natural 是完美传达出Tau Delta品牌的核心价值理念，即崇尚优质和天然成分为主。面对市场上同
ingredients. As the category was flooded with crafty, homemade-looking products, 类商品精致、细腻的包装，设计师决定开拓一个更为精炼的手法使之异军突起。每种产品均
Tridimage decided to try a more refined approach in order to stand out. White and a 以白色和一个不同的色彩编码进行搭配，造型优雅而迷人。
different colour coding each variety compose the spine of the resulting design,
aiming for an elegant yet tempting subtle feeling.

Design Agency: Tridimage. Production Date: 2009. Creative Director: Adriana 设计机构：Tridimage设计工作室 完成时间：2009年 创意总监：阿德里安娜·科蒂斯，
Cortese / Virginia Gines / Hernán Braberman. Client: Tau Delta. Photography: 弗吉尼亚·吉恩斯，埃尔南·巴拉伯南 客户：Tau Delta 美食公司 摄影：丹尼·卡米达
Dany Kamida. Nationality: Argentina. 国家：阿根廷
 Maison Orphée
Develop new packaging for Maison Orphée, a
producer and importer of oils and condiments. The
packaging strategy is based on the insight that
consumers increasingly distinguish between everyday
cooking products and gourmet serving products. The
Cooking line, which features oils and condiments, is
shown here.

Design Agency: lg2boutique. Production Date: 2010.

Creative Director: Claude Auchu. Designer: Serge
Côté. Nationality: Canada.

麦松·奥菲系列产品
专为麦松·奥菲系列产品提供的新型包装设计，麦松·奥
菲公司以加工和进口油品和调味品为主要经营特色。该包
装的方法以洞察力为基础，消费者在使用的过程中逐渐将
烹调产品和美食服务产品进行区分。包装上采用带状结构
对油类和调味品进行明确标注。

设计机构：lg2boutique设计工作室 完成时间：2010年
创意总监：克劳德·奥楚 设计师：塞尔日·科特 国
家：加拿大

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 Maison Orphée
Develop new packaging for Maison Orphée, a
producer and importer of oils and condiments. The
packaging strategy is based on the insight that
consumers increasingly distinguish between everyday
cooking products and gourmet serving products.
The Gourmet line, which features high quality oils, is
shown here.

Design Agency: lg2boutique. Production Date: 2010.

Creative Director: Claude Auchu. Designer: Serge
Côté. Nationality: Canada.

麦松·奥菲系列产品
该项目是专为麦松·奥菲系列产品提供的新型包装设计，
麦松·奥菲公司是一家著名的油品和调味品加工商和进口
商。该包装的方法以洞察力为基础，消费者在使用的过程
中逐渐将烹调产品和美食服务产品进行区分。包装上采用
带状结构对油类和调味品进行明确标注。

设计机构：lg2boutique设计工作室 完成时间：2010年
创意总监：克劳德·奥楚 设计师：塞尔日·科特 国
家：加拿大

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Full Tank Baby Fuel 满罐婴儿能量饮料

Full Tank Baby Fuel combines the benefits of home - prepared veggies with the 满罐婴儿能量饮料将家庭素食主义和便携式设计完美结合。该品牌以新鲜的有机成分为主要
convenience of portability. Baby Fuel packages the freshest organic ingredients in a 材料，简易的旅行包装方便开启，便于携带，不用羹匙即可食用，放在口袋和钱包中均可。
travel-ready easy open squeeze pouches that fit in your pocket or purse and can be
eaten without a spoon.

Design Agency: Turnstyle. Production Date: 2008. Creative Director: Steven 设计机构：旋转风格设计工作室 完成时间：2008年 创意总监：史蒂芬·沃森 设计师：
Watson. Designer: Steven Watson. Client: Full Tank Foods. Nationality: USA. 史蒂芬·沃森 客户：满罐食品公司 国家：美国
 Gracious Gourmet 雅致美食
Gracious Gourmet's extensive line of upscale condiments brings chef-quality flavours 雅致美食推出的新款高档调味品为家庭烹饪带来了全新的革命。简约的字体设计搭配醒目的
to the home cook. With minimalist typography, bright colours and plenty of white 颜色和大量的白色空间令包装更加出众，能够在第一时间内唤起消费者的购买意识。大型植
space, the distinctive packaging appeals to modern shoppers, while the super-sized 物药材图案有效传达了该产品手工制作的优秀品质。
botanical illustrations communicate the products' sense of homemade quality.

Design Agency: Identity and Packaging for a Boutique Condiment Company. 设计机构：调味品公司标识和包装设计工作室 完成时间：2007年 创意总监：利玛窦·博
Production Date: 2007. Creative Director: Matteo Bologna. Art Director: Andrea 洛尼亚 艺术总监：安德烈·布朗 设计师：安德烈·布朗 客户：雅致美食公司 国家：
Brown. Designer: Andrea Brown. Client: The Gracious Gourmet. Nationality: USA. 美国
 Organic Honey
A product visualisation project showcasing a new and unique way to package
honey. A clean, minimalistic logo and branding using an elegant and simple
typefaces upon large white space or canvas gives the design a distinctive and
sophisticated appeal. This is further emphasised by the gold embossed bee
logo. The large white "canvas" is balanced with the golden warmth of the honey
appearing through the glass at the base of the packaging.

Design Agency: Circum Punkt Design. Production Date: 2009. Designer: Marcel
Buerkle. Nationality: South Africa.

有机蜂蜜
该项目为一个产品视觉传达设计作品，以突显蜂蜜包装的创新和独特为宗旨。标识和品牌设
计简约、干练，白色的背景上方采用优雅、简单的字体，营造出精细、别致之感。金色蜜蜂
浮雕图案进一步强化了标识的独特性。瓶底处玻璃的包装设计使大型白色“画布”与蜂蜜的
金色色调实现了完美的平衡。

设计机构：Circum Punkt设计工作室 完成时间：2009年 设计师：马塞尔·布埃克尔 国

家：南非　

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 Taj, Restartant, House Sauces 泰姬餐厅与家庭调味汁
Taj Indian Gourmet is an upscale restaurant of India. The target audience is business 印度泰姬美食家是印度一个高档的餐厅。该餐厅的主要消费群体以30-55岁之间、崇尚精
men, 30–55 middle to high class who are looking for sophistication and luxury. The 致、奢华的商务男士为主。设计师专门为该包装设计了一款手工制作字体，以与该品牌上乘
designer developed a hand made font to invoke this brand and added a lotus flower 的品质相得益彰，并添加了一个莲花图案进而使标识的视觉理念得以统一。包装采用了深棕
to unify the visual concept of the identity. The colours applied were deep browns, 色、浅蓝色和橘色色调，这三种色彩均系印度最广泛的色彩。精致、有趣的标志完美地展现
light blue and orange tones, predominant colours in India. The final result is a 该标识的特质和观感。
sophisticated and interesting mark that describes the mood and the strong view of
this identity.

Design Agency: Elo Designs. Production Date: 2010. Nationality: USA. 设计机构：Elo设计工作室 完成时间：2010年 国家：美国
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PRIMVS Food PRIMVS食品

PRIMVS is a brand that has decided to up the ante in a number of consumer sectors. PRIMVS品牌最初的关注点是食品，长期以来食品已经被视为生活的必需品，其包装设计往往
It has initially turned its attention to food, a sector that has, for too long, been looked 被忽略。因此，PRIMVS食品品牌的设计以优质和设计为主旨，将二者完美融合，在确保质量
upon as merely a necessity of life and requires limited in-depth packaging design. 的同时不失美感。该食品品牌最初仅在日本上市，随后将逐步向世界范围内推广。
PRIMVS feels that design and form have been neglected in the way food packaging
is presented and the PRIMVS Food brand aims to attract those who appreciate
premium quality food and design. PRIMVS has merged quality food, with a
minimalist stylised packaging that is both visually attractive and appealing.
The launch of the PRIMVS Food brand will initially be exclusively in Japan, to be
followed worldwide at a later date to be announced.

Design Agency: Primvs Design. Production Date: 2010. Client: Primvs Food. 设计机构：Primvs设计工作室 完成时间：2010年 客户：Primvs食品公司 摄影：Primvs
Photography: Primvs Design . Nationality: Italy. 设计工作室 国家：意大利。
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Bong 当当调味汁
Distinctive design is helping the customer to make the “right choice”. In a world 与众不同的设计是帮助顾客作出“正确选择”。总而言之，当在家中烹饪美食成为每个人的
when fine cooking at home has become everybody’s hobby, where do you find the 习惯，那么你在哪里才能找到合适的肉汤呢？当当肉汤就是您不错的选择，但是它的组成成
right bouillon? Bong’s bouillon is out there, but what are they made of? Make the 分是什么呢？该设计就是帮助用户简单地作出购买选择。那么，当选择作出之后，简单、易
choice easy for the customer. And when the choice is made, the bouillon should be 操作的特质即成为了主题，相关的操作信息被设置在很显眼的位置。因此，该设计以实用为
easy to use; important information uncomplicated to find. In this case, less really 理念。清晰、独特的设计帮助消费者很快找到适合自己的产品，而此刻，当当食品正悄悄地
became more. The clarity has helped the customer to find the product they’re 被大家所欢迎……
looking for. And more often than before, they find Bong…

Design Agency: Neumeister Strategic Design AB. Production Date: 2010. Creative 设计机构：纽梅斯特战略设计工作室 完成时间：2010年 创意总监：彼得·纽梅斯特 设
Director: Peter Neumeister. Designer: Peter Neumeister / Carl Larsson. Client: 计师：彼得·纽梅斯特，卡尔·拉森 客户：Campbell公司 国家：美国
Campbell. Nationality: USA.
 Cooper's Kitchen
These jams and salads are part of a food line,
Cooper's Kitchen, which originated in a country store
in Barryville, New York founded by country singer
Cooper Boone. Originally the products were sold in a
simple mason jar with a generic crack and peel label.
Biggs&Co. was approached to take the brand to the
next level; allowing room for it to work like a mass
market product line, but keeping the country store
charm and appeal.
Classic country - inspired weathered fonts act as
illustration, sprinkled with farm - inspired colours to
identify the brand. You know you are buying a quality
product that makes you feel like it was just made in a
country kitchen.

Design Agency: Biggs&Co. Pr oduction Date:

2010. Designer: Alli Truch. Client: Cooper Boone.
Photography: Gavin Jones. Nationality: USA.

库珀的厨房
这些果酱和沙拉酱是“库珀的厨房”食品品牌的部分商品，
该品牌最初发源于纽约的巴里维尔小乡村店铺中，由乡村歌
手库珀·布恩创建。起初，该产品的包装是一个简约的瓦罐
搭配一个通用的带有裂纹的可剥离标签。比格斯＆有限公司
受邀为该产品提供品牌升级的设计；在维护该品牌独特的乡
村气息和魅力的同时，使之满足大众市场上的需要。与乡村
气候相得益彰的风化字体扮演插画的角色，与农场上的常见
色彩完美搭配，进而有效地突出了品牌的标识。这个优质的
产品仿佛在一个乡间的厨房中打造，淳朴而天然。

设计机构：比格斯＆有限公司 完成时间：2010年 设计
师：阿利·特鲁奇 客户：库珀·布恩 摄影：加文·琼斯
国家：美国
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Gordon Ramsay Product Line 高登·拉姆齐产品线

The assignment was to create an elegant product line for a famous chef. The 设计的任务是为一位知名的厨师打造一款优雅的产品线。该客户是一位拥有米其林十星的著
designer chose Gordon Ramsay, a renowned England chef who has received 名英国厨师。设计师运用简约、干练的设计以突出字体的特色。设计师并没有将食品进行特
10 Michelin stars. For this, the designer utilised a clean and simple design that 殊标注，犹如放在餐盘中的菜品，而是将其以一种更为艺术化的方式进行设置，使整个食物
emphasised the typography as a differentiating element to accompany the 犹如一个雕塑。设计师在包装盒的侧面添加了人物的照片，从而使品牌更加生动（例如：田
photography. Instead of laying out the food as it would appear on a plate, it 螺和果酱）。正如大家所看到的，设计的外观简约、优雅、干练，统一的印刷风格将该系列
is placed in a more artistic manner as if it was a sculpture. The designer used 品牌完美衔接在一起。
photographs on the lateral panels of the boxes in order to create a more dynamic
brand (example: escargots and marmalades). As you can see, it’s a very clean,
elegant and simple way to create a brand that is unified by a typographic style.

Design Agency: Gworkshop. Production Date: 2010. Creative Director: José Luis 设计机构：Gworkshop设计工作室 完成时间：2010年 创意总监：何塞·路易斯，加西
García Eguiguren. Designer: José Luis García Eguiguren. Client: Gordon Ramsay. 亚·爱圭格林 设计师：何塞·路易斯，加西亚·爱圭格林 客户：高登·拉姆齐公司 国
Nationality: Ecuador. 家：厄瓜多尔
 Smucker’s Orchard’s Finest 斯马克果园精品
This new product offering of a premium fruit spread is targeted to compete with 该新产品凭借优质水果成分与欧洲和国内同类产品展开激烈竞争。设计的挑战在于如何说服
European and domestic premium spreads. The challenge was to convince gourmet 消费者，使之相信该品牌一流的原料和配方能够满足他们对高品位的追求。广口瓶式结构以
conscious consumers that Smucker’s high quality ingredients meet their need for 及斯马克果园精品子品牌名称的命名在同类产品中开拓出一片独特的天地。
great taste and a simple formula. The result is an ownable structural jar design and
Orchard’s Finest sub-brand name that carves out a distinctive space in the category.

Design Agency: CIULLA ASSOC. Production Date: 2009. Creative Director: Sam J. 设计机构：休拉设计协会 完成时间：2009年 创意总监：山姆·J. 休拉 设计师：朱
Ciulla. Designer: Julie Wineski / Luis Izaguirre. Client: J.M. Smucker Company. 莉·维耐斯基，路易斯·艾扎归乐 客户：J.M.马克公司 国家：美国
Nationality: USA.
 Traditional Spoon
Sweet
An all time classic Greek delicacy–in essence
b o i l e d f r u i t i n s y r u p – sp o o n ( a b l e ) d e s e r t s a re
part of the country's DNA. Originally homemade,
this unique product although simply made, is a
culinary experience. Therefore, mouth-watering and
straightforward was what the designers aimed for.
A traditional for this type of sweets–glass jar was
chosen, with a simple white label depicting the actual
product ready for consumption. The idea was to merge
traditional and modern, creating a strong appetite
appeal. The designers wanted the consumer to desire
the product, ideally immediately to unscrew the cap
and eat it there and then before he has a chance to
pay for it!

Design Agency: Mousegraphics. Pr oduction

Date: 2009. Creative Director: Gregory Tsaknakis.
Illustrator: Ioanna Papaioannou. Client: SARADIS.
Nationality: Greece.

传统勺舀甜品
作为经典的希腊美食，煮熟的水果浆是该国家的DNA。该
产品全部采用手工制作，尽管加工过程简单，然而会带给
消费者一个别样的烹调体验。因此，打造一个令人垂涎欲
滴、直观的设计即是该项目的理念。设计师首先选用了一
个传统的玻璃瓶装，简约的白色标签上为产品的描述提供
了足够空间。创意的理念是将传统与现代风格融为一体，
72
打造一个诱人的外观。设计师希望这个包装能够激发消费

73 者的购买欲，甚至在见到它的一瞬间就有一品为快的欲
望。

设计机构：Mousegraphics设计工作室 完成时间：2009年
创意总监：格雷戈里·塔撒克纳克斯 插画设计师：Ioanna
Papaioannou创意工作室 客户：SARADIS公司 国家：希
腊
 Prima Luce Cerezas En
Su Jugo
Selected cherries naturally preserved in their own juice
prepared in traditional way: the design and specific
wording on the label are orientated to impress the
consumer with an innovative, natural and convenient
product that has a long shelf life without the need for
preservatives.

Design Agency: Campoy Príncipi Domenech | CPD

| Design & Calligraphy. Production Date: 2010.
Cr eative Dir ector: Lucía Domenech. Designer:
Lucía Domenech. Client: Frutta Roja. Photography:
Gustavo Sabez. Nationality: Argentina.

普瑞玛·卢斯樱桃汁
该产品萃取天然樱桃，利用传统的方式鲜榨成汁：设计和标
签上的特殊文字以强调产品的创新、天然和便利为主旨。产
品不含防腐剂，保留时间长。

设计机构：CPD设计与书法工作室 完成时间：2010年 创
意总监：露西亚·多梅内克 设计师：露西亚·多梅内克
客户：Frutta Roja公司 摄影：古斯塔沃·赛博兹 国
家：阿根廷
 Jardim D'oliveira
Jardim D'oliveira aims to be not only a simple and
modern olive oil but also part of people lifestyle. It
is a delicate DOP Trás-os-Montes 100% organic extra
virgin olive oil with a pleasant taste of fresh olives
and a beautiful golden colour. Jardim D'oliveira is
a blend of stylish conceptual design and premium
quality Portuguese olive oil. The design is minimalist
and conceptual. The triangle shape is the biggest
simplification of the olive tree shape. Jardim D'oliveira
means Garden of Olive Trees in English. The pattern of
triangles represents that garden.

Design Agency: NTGJ. Creative Director: Guilherme

Jardim. Designer: Guilherme Jardim / Pedro Andre
/ Vladimir Pospelov. Client: Jardim d'Oliveira.
Photography: Vladimir Pospelov. Nationality:
Portugal.

雅尔丁·德·奥利维拉橄榄油
雅尔丁·德·奥利维拉品牌旨在为消费者提供一个简约、
现代的橄榄油产品的同时，使之成为人们生活时尚中的一
个不可或缺的部分。产品全部来自100%上等有机原生橄榄
油，具有清新怡人的新鲜橄榄香气，高贵的金色营造出
一种温暖之感。雅尔丁·德·奥利维拉橄榄油集风格独
特的包装和优质葡萄牙橄榄油于一体。设计简约而概念
性强。三角形图案与橄榄树叶的形状相得益彰。Jardim
D'oliveira在英语中有“橄榄树园”之意。三角形图案象
74
征着花园。

75
设计机构：NTGJ设计工作室 创意总监：圭赫尔姆·雅尔
丁 设计师：圭赫尔姆·雅尔丁，佩德罗·安德烈，弗拉
基米尔·波斯彼洛夫 客户：雅尔丁·德·奥利维拉橄榄
油公司 摄影：弗拉基米尔·波斯彼洛夫 国家：葡萄牙
 Greek Extra Virgin
Olive Oil
Based on a brief that essentially could be distilled
i n t w o ke y i d e a s - P re m i u m Q u a l i t y & Vi s u a l
Differentiation - this olive oil packaging targets an
international high-end audience. In an otherwise
c ro w d e d s h e l f s p a c e w e re a l l b ra n d s a i m t o
convince the buyer by visually stating the obvious,
this packaging is deliberately moving away from
traditional symbols of olive oil quality or clichés of
provenance. This packaging design targets the mind;
aesthetics is the real reason to buy. Almost as an
afterthought, a very realistic-looking drop of oil on the
tin is what keeps it grounded into the food section of a
super market; if ever there was a slogan attached to it,
then this would read "simply, a good quality olive oil".

Design Agency: Mousegraphics. Pr oduction

Date: 2009. Creative Director: Gregory Tsaknakis.
Designer: Vassiliki Argyropoulou. Client: AGRO.VI.M.
Nationality: Greece.

希腊特级原生橄榄油
该包装设计以上乘的品质和视觉特色为两个主要的关键点。
这款橄榄油包装以全世界范围内的高端消费者为销售主体。
醒目而独特的设计能够在众多同类产品中脱颖而出，方便消
费者选购。该包装并未以传统的橄榄油或原产地为标志，而
是以独特的美感唤起产品与消费者情感的共鸣。后添加的一
滴油图案使之与超市中的食品区相得益彰；如果要为该产品
添加一个口号的话，那么“简约、上品的橄榄油”将是对其
最佳的概括。

设计机构：Mousegraphics设计工作室 完成时间：2009
年 创意总监：格雷戈里·塔撒克纳克斯 设计师：瓦斯里
奇·艾格罗普洛 客户：AGRO.VI.M.公司 国家：希腊
76

77

Mil del Poaig Mil del Poaig橄榄油包装设计

Design of container for olive oil. Production from millenarian olive trees is calculated 该项目是专为一个橄榄油容器提供的设计。该产品的原料取自千年橄榄树，平均每年加工
in around 3000 half - litre bottles per year. Distribution worldwide as a unique 3000瓶半升瓶装橄榄油。独特、高贵的产品行销全世界。该设计以弘扬产品的历史和传统为
exclusive product. Design aims to communicate the history and tradition behind the 主题。
product. 该项目绝对是一个特殊产品的特别版包装。包装的各个细节处处彰显出产品的优质和特性：
A very exclusive edition of a very special product. All aspects of its packaging 天然属性、原生质地、纯净美妙的流体。倾倒装置更能够突显出产品的魅力、色泽、质地和
communicate the product high quality standards and attributes: natural character, 旋律。
extra virgin quality, purity and beauty of the fluid. The pouring system allows the 这个500毫升的橄榄油盛装容器其外部是一个白色的陶瓷瓶，而内部是一个松木盒子。
fluid show off with sensuality, colour, texture and rhythm.
500 millilitre olive oil bottle in white porcelain inside a cardboard box.

Design Agency: El Poaig. Production Date: 2008. Nationality: Spain. 设计机构：埃尔·坡艾格设计工作室 完成时间：2008年 国家：西班牙
78

79

Verd del Poaig Verd del Poaig橄榄油包装设计

Design of container for olive oil. Production from millenarian olive trees is calculated 该项目是专为一个橄榄油容器提供的设计。该产品的原料取自千年橄榄树，平均每年加工
in around 3000 half - litre bottles per year. Distribution worldwide as a unique 3000瓶半升瓶装橄榄油。独特、高贵的产品行销全世界。该设计以弘扬产品的历史和传统为
exclusive product. Design aims to communicate the history and tradition behind the 主题。
product. 该项目绝对是一个特殊产品的特别版包装。包装的各个细节处处彰显出产品的优质和特性：
A very exclusive edition of a very special product. All aspects of its packaging 天然属性、原生质地、纯净美妙的流体。倾倒装置更能够突显出产品的魅力、色泽、质地和
communicate the product high quality standards and atributes: natural character, 旋律。
extra virgin quality, purity and beauty of the fluid. The pouring system allows the 这个250毫升的橄榄油盛装容器其外部是一个白色的陶瓷瓶，而内部是一个松木盒子。
fluid show off with sensuality, colour, texture and rythm.
250 millilitre olive oil bottle in white porcelain inside a cardboard box.

Design Agency: El Poaig. Production Date: 2010. Nationality: Spain. 设计机构：埃尔·坡艾格设计工作室 完成时间：2010年 国家：西班牙
80

81

Sheffield Honey Company 谢菲尔德蜂蜜公司

Sheffield Honey Company “is an artisan producer of premium quality local English 谢菲尔德蜂蜜公司“是英国本地蜂蜜和蜂蜡加工的高级生产商，以销售花粉、软胶囊和石楠
honey and beeswax products” and sells Blossom, Soft Set and Heather honey. 花蜂蜜为特色”。DED设计工作室采用简约、实用的设计手法对谢菲尔德蜂蜜公司的悠久的
DED pay a subtle homage to Sheffield’s (England) industrial past with a simple, 历史进行完美诠释。谢菲尔德蜂蜜公司品牌标识酷似一个螺母或蜂巢，低调而含蓄地强调出
utilitarian approach to its very own honey brand. Sheffield Honey Company brand’s 该公司的经营特色。
mark straddles between a nut (as in “and bolt”) and a honeycomb and is purposely
understated.

Design Agency: DED Associates. Production Date: 2010–2011. Designer: Nik 设计机构：DED联合公司 完成时间：2010-2011年 设计师：聂克·多特里，乔恩·多特
Daughtry / Jon Daughtry / Rob Barber. Client: Sheffield Honey Company. 里，罗伯·巴伯 客户：谢菲尔德蜂蜜公司 摄影：聂克·多特里 国家：英国
Photography: Nik Daughtry. Nationality: UK.
 Hashi Hashi辣酱
There is a huge selection of “Hashi” hot sauces: a very hot “Halapenio”, extremely 该项目是一个名为“Hashi”的辣酱系列品牌，该品牌下的产品名称分别是哈拉佩诺非常辣
hot “Habanero”, unbearable hot sauce “Cayenne pepper”, as well as wasabi and 辣酱、哈瓦那极辣辣酱、红辣椒变态辣辣酱、芥末酱以及芥末。“#@$#!”是设计师在工作
mustard. That special look "#@$#!" was created just as soon as the designers tried this 室品尝之后打造出的设计方案。该包装设计风格热辣而奔放。这不仅仅是摆放在商店货架上
hot sauce at the studio. Hattomonkey informal packaging design is hot and excited. 的一个普通调味酱，同时它喊出了消费者在食用之后的心声。
This is not just a simple sauce on a store shelf; it shouts the same language you do
“#@$#!”.

Designer: Hattomonkey / Alexey Kurchin. Client: Interra LTD. Nationality: Russia. 设计师：海特·蒙吉，阿列克谢·克辛 客户：Interra有限公司 国家：俄罗斯
 Passanha Olive Oil
Michael Young was commissioned by Base Design
and Passanha Oil to design this new glass bottle. The
Passanha brand dates to 1749 and this bottle marks
the re-launch of this historical olive oil company.
Passanha brothers Luis and Joao Felipe decided to
revive the family tradition, in updated packaging
that was contemporary yet linked to the family
heritage. The brothers invested in a new olive press,
and are today the only olive oil company in Portugal
controlling the entire chain of production-from tree to
bottle.
By incorporating the new logo that Base Design has
created, this olive oil bottle is divided into upper and
lower parts by a horizontal ridge with the “drop” just
below, representing the olive press and at the same
time emphasising the oil and its colour.

Design Agency: Michael Young Ltd. Production Date:

2010. Designer: Michael Young. Client: Herdeiros
Passanha. Nationality: Hong Kong (China).

Passanha橄榄油
迈克尔·扬受基地设计工作室和Passanha橄榄油公司的委
托为其提供新型玻璃瓶包装设计。Passanha橄榄油公司成
立于1749年，该包装的设计寓意这一悠久的橄榄油公司的
再次出发。Passanha公司的负责人路易斯和乔·费利佩兄
弟决定对该家族的传统进行复兴，通过包装的更新将现代
82
的风格与家族的遗产完美融合在一起。这兄弟二人目前已

83 经投资一个新橄榄油企业，成立了葡萄牙唯一一个橄榄油
公司，控制从橄榄树的种植到瓶装的整个加工链。
该公司的新型标识由基地设计工作室设计，盛装橄榄油的
玻璃瓶经由一个水平的分隔线分为上下两个部分，象征着
橄榄油的压榨，同时强调出橄榄油的质量和色彩。

设计机构：迈克尔·杨有限公司 完成时间：2010年 设
计师：迈克尔·扬 客户：Herdeiros Passanha橄榄油公司
国家：中国香港
 QSV Colheita Premium
and Dom Diogo
The designers built the packaging respecting the brand they created around a few
key elements: a drop, round logo, a contemporary stencil typeface, a relevant colour
code, and imagery of the family estate. The bottle, designed by Michael Young, is
conceived as an olive press, with an upper and lower part.

Design Agency: Basedesign. Production Date: 2010. Client: Passanha Herdeiros

Olive Oil. Photography: Lydie Nesvadba / Julien Claessens. Nationality: Hong
Kong (China).

QSV优质橄榄油与多姆·迪奥戈橄榄油包装
设计师为Passanha橄榄油公司提供的品牌包装设计，包括油滴的设计、圆形标识、一个现代
的模板字体、色彩方案以及家族资产的图像等。该包装瓶由迈克尔·杨有限公司提供，根据
橄榄油的压榨过程，分成上下两个部分。

设计机构：基地设计工作室 完成时间：2010年 客户：Passanha橄榄油公司 摄影：吕迪

亚·奈斯瓦德巴，朱利安·克莱森斯 国家：中国香港
84

85

GLORIOUS! Soup 恒盛汤

The design agency, ilovedust worked on the GLORIOUS! Soup rebrand with TSC Foods 爱尘设计工作室与恒盛汤料加工公司共同合作，为TSC和Lambie-Naim系列产品提供品牌重塑
and Lambie-Naim recently and were very proud of the results! An iconic illustration 设计，市场反映效果明显。每个产品上均设置了一个英文字母，代表其对全世界的影响和
style was created for each letter of the alphabet, representing the authentic global 香型。例如，在汤品家族，“T”代表适用于图卢兹香肠和黄豆；“M”代表着“马来西亚烤
influences and flavours of each product. For example, within the soup range, T is for 鸡”。 爱尘设计工作室的创意总监马克·格雷厄姆曾经这样说道：“在恒盛公司的品牌设
"Toulouse Sausage and Bean" and M stands for "Malaysian Chicken". Mark Graham, 计过程中我们获得了极大的乐趣，与如此之多的有趣作料一起共事，并从全世界获得创意灵
Creative Director at ilovedust: "We had a lot of fun with the new GLORIOUS! branding 感，我们深深陶醉于这个设计之中。”
with so many interesting ingredients to work with and global locations to take
inspiration from, we were spoilt for choice on what we could do graphically.”

Design Agency: ilovedust. Production Date: 2010. Nationality: UK. 设计机构：爱尘设计工作室 完成时间：2010年 国家：英国
86

87

Fruta del Diablo Salsa Packaging 恶魔水果沙拉包装

There are a wide variety of salsas in the marketplace, with offerings from small 市场上存在大量的沙拉酱品牌，既有小加工坊自制的品牌也有国际大公司生产的大品牌，竞
startups and international corporations alike vying for consumer dollars. Moxie Sozo 争相当激烈。Moxie Sozo设计工作室旨在打造一个与众不同的包装，使之在货架上脱颖而
wanted to create salsa packaging for Fruta del Diablo that would distinguish it 出，并树立一个新品牌的信誉度。插画全部采用手绘方式，设计的灵感源自对墨西哥艺术家
from everything else on the shelf and establish credibility for an unknown brand. 约瑟·瓜达卢佩·波萨达版画作品的参考。设计师在突出产品的可信度的同时充分彰显了该
By using hand-drawn illustrations inspired by the woodcuts of Mexican artist Jose 产品在墨西哥菜肴中悠久的传统。
Guadalupe Posada, the designers were able to lend authenticity to the salsa while
reinforcing the product’s heritage in traditional Mexican cuisine.

Design Agency: Moxie Sozo. Production Date: 2008. Creative Director: Leif Steiner. 设计机构：Moxie Sozo设计工作室 完成时间：2008年 创意总监：雷夫·施泰纳 设计
Designer: Nate Dyer. Client: Fruta del Diablo. Nationality: USA. 师：内特·代尔 客户：恶魔水果萨拉公司 国家：美国
 Kikkoman
Shown are conceptual bottles for a high-end line of
infused soy sauces.

Designer: Jon Patterson. Photography: Jon Patterson.

Nationality: USA.

日本酱油
为高端酱油产品线提供的概念瓶装设计。

设计师：乔恩·帕特森 摄影：乔恩·帕特森 国家：美国

88

89

Grenny's Secret 格莱尼的秘密

Peter Gregson Studio completely redesigned the Granny’s Secret line of traditionally 彼得·格雷格森工作室为格莱尼的秘密公司传统制作产品线提供品牌重塑设计，该产品来自
made products from the Serbian food company “Foodland”. That included both the 塞尔维亚食品公司——“美食王国”。该项目的设计内容包括标签和玻璃容器的设计。设计
label and the glass containers. Designer’s goal was to create a design that would 的目标是构建一个能够唤起人们对家中自制产品购买欲的设计。玻璃罐和玻璃瓶以及标签处
remind people of home-made food products as made by their grandmas. Glass jars 处传达出该品牌的天然、人性化以及丰富的感染力。
and bottles as well as the label communicate the natural, human and emotional
platform of the brand.

Production Date: 2011. Art Director: Jovan Trkulja / Marijana Zaric. Designer: 完成时间：2011年 艺术总监：约万·特库利亚，马里戛纳·扎里克 设计师：约万·特库
Jovan Trkulja / Marijana Zaric. Client: Foodland. Nationality: Serbia. 利亚，马里戛纳·扎里克 客户：美食王国公司 国家：塞尔维亚
 Evolve Cold Pressed
Oils
SabotagePKG have designed the brand & structural
identit y for a new range of premium, organic,
cold pressed oils by Evolve. The brief was to create
a n e c o l o g i c a l - p re m i u m b ra n d i d e n t i t y w h i c h
embodies this ethos. Sabotage developed a chic 330
millilitre/11.16 fluid ounce carafe style glass bottle
complete with integral lid and pour spout lid. The
bottle has been designed with reuse in mind and in
this way reducing ecological impact. Oil refills come
in a seal fresh pouch. The base oil range includes
Hemp Seed, Walnut, Apricot Kernel & Pumpkin Seed
each individually identified by a colour code system.

Design Agency: SabotagePKG. Production Date:

2011. Designer: SabotagePKG. Client: Evolve
Brands. Photography: Studio 21 London. Nationality:
England.

发展冷压榨油
SabotagePKG设计工作室为发展公司的新型优质有机冷压榨
油提供品牌和结构识别设计。设计的理念是全力构建一个生
态环保的品牌标识以充分彰显该品牌的精髓。SabotagePKG
设计工作室开发出一款别致的330ml/11.16盎司的玻璃瓶装
结构，并设置瓶盖和倾倒口。该包装瓶经过反复研究和斟酌
而设计，尽量减少对环境的影响。此外，设计师还特别设计
了一款新鲜密封袋，用户在瓶装油用完之后，用袋装油进行
罐装。原油系列包括麻仁、核桃、杏仁和南瓜仁，每种产品
均拥有一个独立的色彩代码系统。

设计机构：SabotagePKG设计工作室 完成时间：2011年
设计师：SabotagePKG设计工作室 客户：发展品牌公司
摄影：伦敦21工作室 国家：英国
90

91

Guzman Y Gomez Mexican Sauce

Packaging Guzman Y Gomez墨西哥调味汁包装
A range of own brand Mexican sauces using existing brand guidelines and current 为自有品牌墨西哥调味汁系列产品提供的包装设计，设计以原有的品牌指导原则为基础，通
employees to highlight authenticity and personality. 过进一步完善突出产品的可靠性和独特性。
The solution was to capture store employees tasting the various sauces and 设计的方案是抓拍商店员工在品尝和各种调味汁之后的反应状态。人物的面部表情显示了调
photograph their reactions. The facial expressions reflect the strength and potency 味汁的强度和效能，同时通过添加部分员工的头像，使之在货架的摆放占据了重要位置。瓶
of the sauce while also introducing a member of the staff, and gives great cut- 身一侧标识的图注通过员工个人历史和墨西哥产品的绑定，将员工和该品牌调味汁完美衔接
through on shelf. Captions printed on the bottle sides link the staff to the sauce 在一起。人物形象采用黑白色调，从而为非专业模特的利用提供了一个更好的平台。
through their own personal history with the Mexican product. The black and white
imagery ties in with the store look and feel whilst creating a better platform for using
nonprofessional models.

Design Agency: The Creative Method. Production Date: 2008. Creative Director: 设计机构：创意程序设计工作室 完成时间：2008年 创意总监：托尼·伊博森 艺术总
Tony Ibbotson. Art Director: Tony Ibbotson / Andi Yanto. Designer: Tony Ibbotson 监：托尼·伊博森，安迪·雅图 设计师：托尼·伊博森，安迪·雅图 客户：Guzman Y
/ Andi Yanto. Client: Guzman Y Gomez. Photography: Andrew Gash. Nationality: Gomez墨西哥调味汁公司 摄影：安德鲁·加什 国家：澳大利亚
Australia.
 Fuego Hot Sauce
Fuego Hot Sauce was designed to educate people
about the Scoville Scale and inform them about the
types, uses, and ways to use hot sauce in an engaging
and exciting experience. The designer wanted to evoke
the authentic feel of the sauces and showcase their
natural colours and flavours. By giving the product a
sturdy bottle and hearty labeling system, people can
feel confident using the product and know exactly
what heat level they use according to the scaling
system. Each blend is made of completely different
peppers and ingredients so that they each pair well
with a different kind of food. The Fuego Heat Guide
and Recipe book further explains the background of
each pepper and suggests recipes that correspond
with each unique flavour.

Production Date: 2010. Designer: Stephanie Hughes.

Client: University of Washington. Nationality: USA.

福果辣酱
福果辣酱的设计旨在弘扬史高维尔指标，并向人们传达出辣
酱的不同的类型、用途将会带给他们别样的体验。设计师希
望通过天然色彩和味道的展示唤起人们对该品牌的信任感。
结实的玻璃瓶装结构和丰富的标签系统，能够唤起人们对该
品牌的信任意识，并令其根据指标系统判断自己所需要的热
量等级。每种产品均以各种辣椒和佐料制成，它们能够与不
同的食物进行搭配食用。福果热量指南和食谱书进一步阐释
了各种辣椒的背景信息，确保每一道菜都有一个独特的味
道。

完成时间：2010年 设计师：斯蒂芬妮·休斯 客户：华盛

顿大学 国家：美国
92

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Clearspring Oils 克利尔斯普林橄榄油

Establish Clearspring as the premium organic brand in the England 20 to 45–year– 克利尔斯普林橄榄油是英国一个优质有机橄榄油品牌，以20-45岁之间、崇尚健康美味饮食
old consumers who want the food they eat to be good and taste good. Simple eye- 理念的人群为销售主体。简约、醒目的优质包装设计与高端的有机橄榄油相得益彰。标签的
catching premium packaging design for a range of high-end organic oils. A subtle 设计微妙、细致，采用模切结构，与独特的结构一同使该产品在传统的“民间风味”市场上
integration of die-cut label and structure helps create standout, showing clear 脱颖而出。
differentiation in a traditionally "folksy" market.

Design Agency: Mayday (London). Production Date: 2009. Creative Director: 设计机构：五月天设计工作室（伦敦） 完成时间：2009年 创意总监：罗杰·阿克洛依德
Roger Akroyd. Designer: Barry Gillibrand. Client: Clearspring Organic. Nationality: 设计师：巴里·吉里布兰德 客户：克利尔斯普林橄榄油公司 国家：英国
UK.
 Womersley Herb Vinegars
The brief was to rebrand the range of fruit and herb vinegars and jellies, reinforcing
the brands heritage and gourmet credentials and also making it a desirable "foodie"
gift. At the centre of the redesign is a stylised "W". It acts as a pictorial "trellis"
against which the fruit and herb imagery grows. Swedish artist Petra Börner was
commisioned to create the botanical illustrations which alongside the contemporary
colour palette and elegant typography convey a sense of Womersley’s position in the
market as a modern food producer with a traditional heritage.

Design Agency: Mayday (London). Production Date: 2010. Creative Director: Roger
Akroyd. Designer: Barry Gillibrand. Illustrator: Petra Borner. Client: Womersley Fine
Foods. Nationality: England.

沃姆斯莱利药草醋
设计的理念是为水果和药草醋以及果胶系列产品提供品牌重塑设计，突出该品牌的历史和信
誉，同时将其打造成一种备受欢迎的“美食家”礼品。标签的中央设置了一个独特的字母
“W”，作为一个形象化的花架使水果和香草在其间穿梭“生长”。 瑞典艺术家佩特拉·伯
纳受该品牌的委托为其提供植物插画设计，采用现代的色调方案和优雅的字体设计，巧妙地
传达出该品牌作为一个拥有传统历史的现代食品加工商在市场上的地位。

设计机构：五月天设计工作室（伦敦） 完成时间：2010年 创意总监：罗杰·阿克洛依

德 设计师：巴里·吉里布兰德 插画师：佩特拉·邦纳 客户：沃姆斯莱利精致食品公司
国家：英国
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Atelier Bidule Atelier Bidule设计工作室提供的产品包装

Graphic design and production for the brand culinary Amb (logotype, business 为Amb厨房用品品牌提供的平面设计和品牌建设（包括标识、名片、包装、网站设计）。设
card, packaging, web site). They have worked around the greedy letter. 计师在整个设计过程中巧妙地运用了字母元素。

Design Agency: Atelier Bidule. Production Date: 2010. Creative Director: Cécile 设计机构：Atelier Bidule设计工作室 完成时间：2010年 创意总监：智立·斯通里
Stollini–Gay / Sidney Gay. Art Director: Cécile Stollini–Gay / Sidney Gay. Designer: 尼·盖伊，赛德尼·盖伊 艺术总监：智立·斯通里尼·盖伊，赛德尼·盖伊 设计师：达
Damien Gibot. Client: AMB. Photography: Atelier Bidule. Nationality: France. 米安·吉伯特 客户：AMB公司 摄影：Atelier Bidule设计工作室 国家：法国
 Andreas Caminada
Andreas Caminada is an exceptionally gifted chef who was awarded 19 Gault
Millau Points and was chosen two times as chef of the year in Switzerland in 2008
and 2010 by the Gault Millau Guide. The modular - based icons and the texts on the
backside invite you to a special world of delicious food in a special atmosphere.
Triangle, square and line, also sometimes a small circle: that is the vocabulary for
the modular sketching. Next to the ingredients and the serving suggestions, wild
little stories can be read on the back of the packaging. They are confusing, they
make you smile and some are a bit eerie. No surprise if you know that Andreas
Caminada is cooking in a castle.

Design Agency: STUDIO Remo Caminada. Production Date: 2009. Designer:

Donat Caduff / Remo Caminada / Michael Häne. Client: Andreas Caminada,
Switzerland. Photography: Thomas de Monaco. Nationality: Switzerland.

安德烈斯·卡梅奈达品牌包装
安德烈斯·卡梅奈达是一位个非常有天赋的厨师，他曾经在高尔特·米洛美食指南获得了19
分，并在2008年获得瑞士最佳厨师称号，以及2010年由高尔特·米洛美食指南颁发的最佳设
计师奖章。该设计采用基本图标和文字相结合的方式，营造出独特的气氛带领消费者进入一
个特别的美食世界。三角形、方形和线条或者小圆圈是该模块草图的关键词。包装后身的作
料和服务建议区旁还设置了小故事，这些小故事有的令人欢喜，有的甚至令人感到怪异。这
与安德烈斯·卡梅奈达在城堡中进行烹饪的事实相得益彰。

设计机构：雷莫·卡梅奈达工作室 完成时间：2009年 设计师：多纳特·卡多夫，

雷莫·卡梅奈达，迈克尔·俞根 客户：瑞士安德烈斯·卡梅奈达品牌 摄影：托马
斯·德·摩纳戈 国家：瑞士

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 Nutella Limited Edition
Two souls live in one of the best-beloved and well-
known products worldwide: Nutella. A legendary,
playful, imaginative soul lives with a nutritious one.
Nutella’s cult is celebrated thanks to its limited
editions, too, which mark year-round pivotal moments.
ARC’S designed the packaging for Nutella Carnival +
Easter 2008 and Carnival 2009 editions for the Italian
market, setting a modern, fresh, and elegant style.

Design Agency: ARC'S. Production Date: 2008–2009.

Creative Directors: Lino Bergesio / Stefano Zimbaro.
Designer: Roberto Blefari / Giulia Gioanola / Angelo
Iannuzzi. Client: Ferrero Italia. Nationality: Italy.

能多益巧克力酱限量版包装
世界最知名、最受欢迎的巧克力酱品牌之一能多益，以带
有传奇色彩的包装和一流的品质为主要经营特色。
该限量版包装以一年中最重要的时刻为设计背景。
该项目是ARC'S设计工作室为能多益巧克力酱公司提供的
2008年狂欢节和复活节以及2009年狂欢节设计，该包装将
投放到意大利市场上，以现代、新颖、优雅的格调脱颖而
出。

设计机构：ARC'S设计工作室 完成时间：2008－2009年
创意总监：利诺·博格希奥，斯特凡诺·吉姆巴罗 设计
师：罗伯托·布莱法理，朱利亚·吉奥罗拉，安杰洛·兰
努兹 客户：意大利费列罗公司 国家：意大利
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 Solo Ice Cream
Solo is a small ice cream lab in Northern Israel, where
fine ice cream is made from local ingredients and by
traditional Italian methods. The branding is designed
to convey simplicity on one hand and quality on the
other hand; from raw material to the final product.

Design Agency: Kroll. Production Date: 2010. Creative

Director: Dov Kroll. Designer: Dov Kroll. Client: Solo
Ice Cream. Photography: Yasmin & Arye–Studio Ya.
Nationality: Israel.

梭罗冰淇淋
梭罗冰淇淋品牌来自于一个小型冰淇淋研究室，位于以色列
北部，所有的原料全部来自当地，采用传统的意大利手工制
法。该品牌的设计以彰显手工制作的简约和产品的优质为主
题，充分展现从原材料到加工完成的各个细节。

设计机构：克罗尔设计工作室 完成时间：2010年 创意总

监：多夫·克罗尔 设计师：多夫·克罗尔 客户：梭罗冰
淇淋研究室 摄影：优思明&爱雅工作室 国家：以色列
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Good Milk 优品牛奶

Milk is a universal and indispensable product. Going along with the modern 牛奶是世界上日常生活中最常见也是不可缺少的食品之一。考虑到当代公众对健康生活方式
tendency to popularise healthy lifestyles and recognising the importance of 以及环保理念的意识，设计师倡导该产品的包装材料以铝罐为主。铝罐包装具有轻便、结
environmental protection, the designers suggest that this product, serving all 实、美观、密封的特点。铝罐能够完好地保存产品的天然口味和质量，开启方便，这种新型
peoples well since times immemorial, should be super-popularly served in 包装不但方便在家中食用，同时还可以作为外带食品。
aluminium cans. 同样以这种设计理念，设计师还特别为这种利乐包加工技术提供了扩展建议，他们的观点是
Their advantages include light weight and strength, aesthetical appearance and 对传统的牛奶纸盒加工使用康格里夫冲压技术。
compactness. Aluminium cans fully preserve the natural taste and quality of the 整个设计基于一个白色的背景，采用色彩和标识相对比的原则，从而打造一个醒目、独特的
product and are easily opened. Because of the new design of the packaging, milk 和谐体。柔和的彩色蜡笔色调根据脂肪含量的多少而作出深浅的变化，并根据不同口味进行
may not be just served at home but also taken along anywhere. 色彩上的变换。包装外观赋予了这种传统食品浓厚的现代感，并在受欢迎的同类饮品中脱颖
Within the same concept, the designers also suggest a possible extension of the 而出。
technology of the production of the Tetra Pak packaging. The idea is using Congreve 一流的质量和独特的新型包装使优品牛奶一跃成为“超级饮料”。
stamping in the production of regular milk cartons.
The design of the whole line is built on the contrast between the colour of the logo
with the predominant white, which, as we see it, goes just fine with the product. The
soft pastel colours are either lighter or darker depending on fat content and may
differ according to varying tastes. The appearance of the packaging will make this
traditional product go well with the modern times and make a room for it among
the popular beverages of the latest generations.
Because milk is so good for everyone and because of the radically new packaging,
Goodmilk may now be called a super-drink.

Design Agency: StudioIN. Production Date: 2010. Art Director: Arthur Schreiber. 设计机构：时尚设计工作室 完成时间：2010年 艺术总监：阿瑟·施雷伯 设计师：玛丽
Designer: Maria Ponomareva. Nationality: Russia. 亚·坡诺马莱瓦 国家：俄罗斯
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BioQ BioQ饮品
The Norwegian dairy brand "Q" launched a new yoghurt drink called BioQ. The 挪威的乳品品牌的“Q”新开发了一个新型酸奶饮料，名为BioQ。包装设计以彰显该产品天
packaging of the drink shall communicate the values of the product, which are: 然、健康、挪威特色、美味的价值为理念。设计师将挪威民俗中的玫瑰花园绘画传统与现代
natural, healthy, Norwegian, delicious yoghurt drink. For the packaging the 元素相结合，打造了一个独特的插画，棕色的纸质背景营造出家庭手工制作之感而非大批量
designers combined the ancient Norwegian painting tradition "rosemaling" with 的生产。原色纸张采用天然材料和清新的色彩和水果图案完美融合的方式，从而有效突出了
modern elements and created a peculiar illustration which curls around the 该公司的价值理念。包装盒上方的塑料弓形配饰是对包装的一种新型尝试。弓形配饰和包装
package. With the hand - drawn parts of the illustration and the brown paper 的色调清晰、醒目，在超市的货架上十分抢眼。该产品包括三种口味：蓝莓－芦荟、蓝莓－
background they established a home-made feeling that is far away from mass 覆盆子、覆盆子－蔓越橘。
production. The unbleached paper refers to natural ingredients, and combined
with fresh colours and fruits the designers achieved a balanced expression that
visualises the values of the company. The plastic bows on top of the packaging are
a new communication possibility on a packaging. They achieved a high clarity
of colours on the bows as well as on the packaging which draws attention in the
supermarket shelves. The product is produced in three different flavours: blueberry-
aloe vera, blueberry raspberry, raspberry-cranberry.

Design Agency: Bleed. Production Date: 2008. Creative Director: Dag Solhaug. 设计机构：Bleed设计工作室 完成时间：2008年 创意总监：达格·舍尔豪格 设计师：
Designer: Astrid Feldner. Client: Q Meieriene. Photography: Divers. Nationality: 阿斯特丽德·费尔德纳 客户：Q牌乳品公司 摄影：艺廊摄影 国家： 挪威
Norway.
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Wegmans Yogurt Container 文曼斯罐装酸奶

The main challenge with the current yogurt packaging was peeling the foil top 当前酸奶包装的主要挑战来源于上方的铝箔剥离问题。很多标签很难掌握和拉动，尤其对于
off. The current tab is difficult to grip and pull especially for people who have less 那些灵活性较差的消费者。设计师通过扩大标签，除了方便消费者更好地掌握，同时还为品
dexterity. By enlarging the tab, not only does it give a better grip, but it also provides 牌标识提供一个开阔平坦的表面空间。该解决方案有效、简约、直观，能够帮助消费者更好
a broad flat surface for brand identity. This solution is powerful, yet simple and 地将密封口打开，便捷地品尝饮品。此外，大型标签还能够令产品在货架上拥有一种极强的
intuitive to help the target audience peel the foil and access the contents of the 视觉影响力，最终的设计目标是令公司和消费者均受益。
package. The larger tab also has a strong visual impact in the shelves. Ultimately, it
will benefit both companies and the consumers.

Design Agency: Hyung Jin Choi. Production Date: 2010. Creative Director: Hyung 设计机构：崔贤真设计工作室 完成时间：2010年 创意总监：崔贤真 设计师：崔贤真
Jin Choi. Designer: Hyung Jin (Gina) Choi. Nationality: South Korea. 国家：韩国　
 Soy Mamelle
Project participants (project organiser was PDA)
were offered to design a creative brand conception
for innovative product-soy milk, possessing unique
functional advantages. The KIAN brand agency took
on the process of naming, formulating a creative
brand conception, and creating the package shape.
Soy milk “Soy mamelle” is a 100% vegetative product. It
is a source of high grade fibre and calcium, containing
no cholesterol and a proven ability to actually lower
cholesterol levels in the human body.
The developed conception of the package shape
resembled an udder, which presents the first half of
the message in that soy milk is identical to that of a
cow. The second part of the message is delivered via
the colour score and décor of the packaging, which
concentrates on the phytogenesis of the product,
creating an image of nature and health. The package
can be made of a PET or a glass. It has convenient lid
and leans on a three legs. This finding has tremendous
potential for improvement of brand identity in POS
materials and nonstandard equipment trading.

Design Agency: KIAN Brand Agency. Production

Date: 2009. Creative Director: Mary Sypko. Designer:
Evgeny Morgalev. Client: Pan European Brand
Design Association (PDA). Nationality: Russia.

豆乳包装
该项目的参与者（项目承办单位是泛欧洲品牌设计协会）被
要求为新型豆奶产品提供一个独特、新颖的品牌设计理念，
以彰显其与众不同的功能优势。吉安品牌代理公司主要负责
名牌的命名、品牌创意理念的打造、包装形态的塑造等。该
产品是一款纯粹的营养产品，富含优质纤维和钙离子，不含
胆固醇，并能够有效降低人体内胆固醇水平。该包装盒的外
形酷似牛或羊的乳房，巧妙传达出设计理念的第一层信息，
即牛奶是该饮品的成分之一。此外，包装上的色彩搭配和装
饰悄悄地传达出设计理念的第二层信息，即围绕产品的植物
发生论，塑造天然、健康的形象。包装以聚酯材料或玻璃为
原料。该饮品有一个简易的瓶盖，三条腿将圆润的瓶身进行
完美支撑。这种独特的设计对于品牌标识在销售点材料和非
标准设备交易方面的改进具有极大的潜能。

设计机构：吉安品牌代理公司 完成时间：2009年 创意总

监：玛丽·赛普阔 设计师：叶夫根·莫格莱夫 客户：泛
欧洲品牌设计协会 国家：俄罗斯
 Milky Lake
This is a non-commercial project oriented towards the
creation of a decent mass-consumer-oriented product.
The reserved classical design mostly emphasises the
large images of tasty berries flooded with air-light
yogurt. The product pleases various tastes by its colour
variety and the carefully selected pleasant to the eye
juicy hues.

Design Agency: StudioIN. Production Date: 2010.

Art Director: Arthur Schreiber. Designer: Maria
Ponomareva. Nationality: Russia.

乳白色的湖泊
这是一个非商业化项目，以打造一个美妙的大众消费型产
品为设计宗旨。低调的经典设计强调出印有美味浆果的大
幅插画与轻盈的乳制品之间的完美融合。色调因口味的不
同而相异，莹润诱人的插画设计为用户口味的选择提供了
必要条件。

设计机构：时尚设计工作室 完成时间：2010年 艺术总

监：阿瑟·施雷伯 设计师：玛丽亚·坡诺马莱瓦 国
家：俄罗斯

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 Arla Milk Bottle
A true challenge. How do the designers get people on
the run to buy milk? Arla, the largest producer of dairy
products in Scandinavia, wanted milk to have a life
outside the traditional stores. Milk, next to coke, juice or
whatever, in the rapidly growing fast food market.
The designers developed a brand new bottle and
packaging structure. Obviously a flirt with the
traditional milkman and his bottle, but with an
unquestionably modern touch. Innocent white being
the main colour of attraction, making the individual
green, blue etc, important tools of communication.
The launch made a strong impression in the fast-food
segment, making milk a healthier alternative to other
beverages.

Design Agency: Neumeister Strategic Design AB.

Production Date: 1998. Designer: Peter Neumeister.
Client: Arla. Nationality: Sweden.

阿拉瓶装奶制品
该项目确实是一项挑战。如何才能吸引人们争相购买该产品
呢？阿拉乳品公司是斯堪的纳维亚半岛上的最大乳制品生产
商，其希望牛奶在传统的商店外能够拥有一个更为丰富的
“人生”。在当今飞速发展的快餐市场上，牛奶可以说与可
乐、果汁等并驾齐驱。因此，设计师开发了一个全新的品牌
瓶装结构。简约、传统的包装，犹如牛奶工运用的奶罐，但
丝毫不失现代之感。纯白的背景色调十分引人注目，巧妙地
使绿色、蓝色等色彩成为视觉传达的重要工具。
该设计在快餐市场上掀起了一阵牛奶抢购热，使牛奶在众多
饮品中脱颖而出。

设计机构：纽梅斯特战略设计工作室 完成时间：1998年
设计师：彼得·纽梅斯特 客户：阿拉乳品公司 国家：瑞
典
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EcoProtein 生态蛋白饮品
P is for protein and in Denmark is for Organic (kologisk). EcoProtein is Denmark's first 字母“P”代表蛋白质，在丹麦语中象征着有机物。生态蛋白饮品是丹麦首个有机乳清蛋白
organic whey protein powder, developed in corporation with Super middleweight 粉饮品，由超重量级世界冠军米克尔·凯斯勒创办的公司开发。该产品洁净、天然，无任何
World Champion Mikkel Kessler. The product is clean and without any artificial 人工合成香料、色素和蔗糖。因此，包装的风格也同样以简约、洁净的风格为特色。半色调
flavours, colouring or sugars. This was the inspiration for a clean design with no 图案对产品的本身进行形象的诠释，色调的不同象征口味之间的区分。特制的商标风格独
unnecessary elements. The halftone pattern a graphic interpretation of the powder 特、适宜，与醒目的细节和特色相得益彰。
itself, simply changing colour with the flavour/content. The logotype custom made
to have the right look and feel with catchy detailing and character.

Production Date: 2010–2011. Designer: Mads Jakob Poulsen. Client: EcoProtein / 完成时间：2010-2011年 设计师：马兹·雅各布·波尔森 客户：丹麦哥本哈根生态蛋白
Copenhagen Denmark. Nationality: Denmark. 饮品公司 国家：丹麦
 Mew: Cereal Soy Milk
A new cereal soy milk product to market to young
urban people who enjoy a fun lifestyle. The packaging
shows a fun activity for each flavour.

Design Agency: Default Bangkok. Production Date:

2010. Designer: Rapeeparn Kitnichee. Nationality:
USA.

喵：谷物豆奶
该新型谷物豆奶产品以崇尚创意生活方式的年轻都市一族
为销售主体。该包装的插画设计根据味道的不同而各异。

设计机构：曼谷Default设计工作室 完成时间：2010年
国家：美国

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 Cowmilk 牛乳
People used to mention embroidery on material not on paper. That’s why such a 过去，人们喜欢在纸张以外的材料上进行刺绣。这也是该十字绣包装引人注目的原因。两只
cross stitch package attracts attention. As you may see the peculiarities of package 奶牛的耳朵也称为该包装的特色之一。以上两种特色成为该品牌脱颖而出的关键。设计的理
construction let to create cow ears. That makes a new package become notable 念以简约、醒目的风格为特色，在货架上十分抢眼。
among others. The designers made simple and highlighted package concept, which
gratefully introduces your product on a shelf.

Designer: Hattomonkey / Alexey Kurchin. Client: Milk Collection. Nationality: 设计师：海特·蒙吉，阿列克谢·克辛 客户：牛奶系列 国家：俄罗斯
Russia.
 Crestmilk
Hattomonkey design studio has created a brand new
dairy beverage product package concept. So the task
which has been set before designers is to invent a
package, which is to underline naturality, thereby to
get closer to the consumer of diary products. The idea
was born unexpectedly: to stylise package by a cross
stitch.

Designer: Hattomonkey / Alexey Kurchin. Client:

Milk Collection. Nationality: Russia.

Crestmilk饮品包装
海特·蒙吉设计工作室全新打造的一个乳品饮料产品包装
概念。设计的理念是突出天然性，拉近产品与消费者之间
的距离。十字绣设计赋予了该包装以独特的魅力，并收效
显著。

设计师：海特·蒙吉，阿列克谢·克辛 客户：牛奶系列
国家：俄罗斯

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 Milk Cocktail by Joe / Batmilk “乔的牛奶鸡尾酒”/ Batmilk饮品
Hattomonkey has created a packaging design of milk cocktail “By Joe”. It looks 海特·蒙吉设计工作室为“乔的牛奶鸡尾酒”饮品提供的包装设计。其外形仿佛一个众所周
like well-known hero. It is easy to create Batman’s ears. Hattomonkey designers 知的大英雄。蝙蝠侠的耳朵设计简单。该工作室设计的这款新型包装模式令人们自然联想起
have created a brand new package form. It looks familiar and well-known since 儿时的记忆，从而拉近了与消费者之间的距离。
childhood.

Designer: Hattomonkey / Alexey Kurchin. Client: Milk Collection. Nationality: 设计师：海特·蒙吉，阿列克谢·克辛 客户：牛奶系列 国家：俄罗斯
Russia.
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Ella Milk Products 埃拉乳品

The designers have a meaning that market is overloaded with wrong packaging 在设计师看来，当下由于大量失当的包装设计，尤其是低脂乳品的包装设计使市场不堪重
design especially for low fat dairy products, and that is why they wanted to design 负，因此，他们想要打造一个全新的包装设计，并且风格独特、与众不同。
something completely different. 他们运用了精致的衬线字体和简约的色调。
They have chosen derivative style with fine, serif typography and simple colours. 因该产品以女性为主要消费群体，因此，设计元素能够唤起人们对女性杂志以及服饰图片的
Since the product is mostly consumed by women, the design has elements that 思考。这种创新而积极的包装与消费者的期望相得益彰，同时强调出该产品的天然性特点。
remind of women magazines and fashion iconography. With this new and
progressive packaging the designers want to inflect the consumer's expectations
and make them more aware of the nature of this product.

Production Date: 2009. Art Director: Jovan Trkulja. Designer: Marijana Zaric. 完成时间：2009年 艺术总监：约万·特库利亚 设计师：马里戛纳·扎里克 客户：苏博
Client: Mlekara Subotica. Nationality: Serbia. 蒂察Mlekara乳品公司 国家：塞尔维亚
 Bara Goat Dairy
Bara is a small family dairy in Northern Israel. The
flying goat portrays the essence of this product. As
the central image of this design, it emphasises the
attention invested into the well-being of the farm
animals, creating a rich, sustainable product.

Design Agency: Kr oll. Pr oduction Date: 2011.

Creative Director: Dov Kroll. Designer: Dov Kroll.
Client: Bara Dairy. Photography: Yasmin & Arye–
Studio Ya. Nationality: Israel.

巴拉羊奶
巴拉是以色列北部一个小型的家庭牧场。飞翔的山羊图案
巧妙描绘出该产品的本质。作为该设计的核心图案，其强
调出打造健康牧场生产丰富、可持续产品的宝贵价值。

创意总监：克罗尔设计工作室 完成时间：2011年 创意
总监：多夫·克罗尔 客户：巴拉乳品公司 摄影：优思
明&爱雅工作室 国家：以色列

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 Milk Packaging 牛奶包装
Experiment in cardboard packaging as well as in communication. It represents 该设计是对纸盒包装以及视觉传达的一次尝试。它从文字和图形角度，简单、直观地阐释了
the content of the product in the simplest way, both through word and image. The 包装盒内的产品属性。该包装的尺寸与2升的牛奶纸盒相同。
packaging is the same dimension as a two-litre milk carton. 该设计在加布里埃尔·勒费弗尔的大力协助下完成。
Made in collaboration with Gabriel Lefebvre.

Design Agency: Julien de Repentigny / Visual Advice. Production Date: 2008. 设计机构：朱利安·德·莱朋蒂尼/视觉建议工作室 完成时间：2008年 创意总监：朱利
Creative Director: Julien de Repentigny. Designer: Julien de Repentigny. 安·德·莱朋蒂尼 设计师：朱利安·德·莱朋蒂尼 摄影：朱利安·德·莱朋蒂尼 国
Photography: Julien de Repentigny. Nationality: Canada. 家：加拿大
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Oatrageous Oatrageous燕麦粥
The object of this project was to create a new image for oatmeal in order to better 该项目的目标是为一个燕麦粥品牌产品打造一个全新的形象，使之在25-35之间的女性市场
position it in a market for women ages (25-35). Building on the "healthy and 上进行更好地定位。设计以彰显该产品健康、美味的特色为理念，巧妙而形象地将其成分，
delicious" appeal of oatmeal, the designer utilised images to visually depict the 即牛奶、水果和燕麦完美展现出来。杯子的微妙曲线不仅符合人体工学原理，同时也暗示产
ingredients: milk, fruit and oatmeal. The slight curve in the cup is not only more 品具有瘦腰的功能。杯子上方的锡纸因内部产品口味的不同而颜色各异。
ergonomic but it also insinuates a thinning waistline. The tin foil covering the top
of the cup will differentiate each flavour as each fruit is represented by a different
colour.

Design Agency: Gworkshop. Production Date: 2010. Creative Director: José Luis 设计机构：Gworkshop设计工作室 完成时间：2010年 创意总监：何塞·路易斯，加西
García Eguiguren. Designer: José Luis García Eguiguren. Client: Quaker Oats. 亚·爱圭格林 设计师：何塞·路易斯，加西亚·爱圭格林 客户：贵格燕麦公司 国家：
Photography: Stock images. Nationality: Ecuador. 厄瓜多尔
 Our Farm Diary
The small factory makes dairy productsof the highest quality - without additives
or preservatives, from non-polluting milk, very small parties and under the order.
Labels and bottle shape reminiscent of home milk from grandma.

Design Agency: Nadie Parshina Studio. Production Date: 2009. Creative Director:
Nadie Parshina. Designer: Nadie Parshina. Client: KM–Elit. Nationality: Russia.

“我们的农场”乳品
这个来自小型乳品加工工厂的乳品具有一流的品质，不含任何添加剂和防腐剂，健康、无污
染，在市场上拥有较好的口碑。标签和包装瓶的设计令人自然联想起祖母在家中自制的牛
奶。

设计机构：耐迪亚·帕辛那设计工作室 完成时间：2009年 创意总监：耐迪亚·帕辛那

设计师：耐迪亚·帕辛那 客户：KM-Elit公司 国家：俄罗斯
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Spilt Milk 溢出牛奶

"Ordinary milk just not doing it? Now, there is milk worth crying over. Filled with “普通牛奶应该做不到这一点吧？现在，这款以人体中必要的维生素和钙为原料的低脂牛奶
essential vitamins and packed with calcium, this low - in - fat milk is good to the last 值得大家仔细品尝和回味。舔干净滴在地板上的牛奶吧，我们会替您保密的。”
drop. Go ahead, lick it off the floor, we won't tell." 溢出牛奶的包装采用了标准纸盒包装的方式。明快、醒目的设计理念帮助打造了一个洁净、
Packaging for Spilt Milk was constructed with the standard milk carton packaging 美妙的外观。独具创意的模线有效地加强了矩形包装盒的轮廓。流线型纸盒为这一日常食用
in mind. To achieve a sleek, beautiful look, a bright and noticeable concept 乳制品打造了一个迷人、现代的外观。圆形元素打造出立体效果，透过光影交汇使产品更加
was desired. An innovative die-line was created to enhance the silhouette of the 引人注目。三个圆形的窗口上标注的“加油，加油，空了”文字令人们能够直接看到容器里
rectangular box. The curve-linear quality of the carton creates sex-appeal and 面牛奶的剩余量。
modernity to the everyday dairy product. The circular elements create dimension, 该纸盒由一个外部上蜡的厚纸板构成。蜡涂层能够有效地确保食品新鲜，并预防纸板因吸收
highlights and shadows that intrigue the eye to the product. 水分而变形。材料的运用全部以环保为出发点，相较于塑料而言，该容器更容易处理。在倾
Three circular windows labelled "going, going, gone" allow you to see how much 倒口处设有一个小型塑料装置，方便用户的打开和重新密封。倾倒时，受到流动液体压力的
milk remains inside the container. 影响，倾倒口会随之逐渐变大。
The carton is made from a thick cardboard paper coated with wax. The wax coating
helps keep the product fresh as well as prevents the cardboard from absorbing
liquid. The materials used were an "eco-conscious" choice as it makes container
more easily disposable compared to a plastic. There is a small plastic snap at
the spout-flap that allows you to open and reseal the container with ease. When
pouring, the milk travels through the container where the spout opens and widens
with the pressure of the flowing liquid.

Design Agency: Wilfong Design. Production Date: 2010. Creative Director: Jasmine 设计机构：威尔福设计工作室 完成时间：2010年 创意总监：杰斯敏·威尔福 设计师：
Wilfong. Designer: Jasmine Wilfong. Client: FIDM. Photography: Jolisa Wilfong. 杰斯敏·威尔福 客户：FIDM公司 摄影：乔丽莎·威尔福 国家：美国
Nationality: USA.
 Fulga
The client asked initially for a “no cow” design for
his new milk brand. He was ultimately conquered
by the designers’ proposal of Fulga - the cheeky, one-
of-a-kind, and now legendary little cow. Irreverently
showing her back on the (back of the) package, Fulga
became shortly a well - loved rebel, and brought an
astounding success to its owner.

Design Agency: Brandient. Production Date: 2005.

Creative Director: Cristian ‘Kit’ Paul. Designer: Cristian
‘Kit’ Paul / Bogdan Dumitrache. Illustration:Iuliana
Valsan. Client: Albalact SA. Nationality: Romania.

Fulga牛奶
起初，客户要求设计师为其新牛奶品牌打造一个“不是奶
牛”的形象，然而该提议最终被设计师的另一个方案给否
定。设计师巧妙塑造了一个憨态可掬、善良可爱的小奶牛
形象。包装盒的背面设置了小奶牛的后背形象，这个小奶
牛很快受到了大家的欢迎，为其所有者带来了极大的销售
业绩。

设计机构：Brandient设计工作室 完成时间：2005年 创
意总监：克里斯蒂安·保罗 设计师：克里斯蒂安·保
罗，波格丹·都梅特拉奇 插图：路莲娜·瓦尔森 客
户：Albalact SA公司 国家：罗马尼亚

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 Wine Awakenings
Mookai recently rebranded Wine Awakenings, a
unique company specialising in wine education and
leisure learning. Popular with sommeliers, culinary
experts and wine lovers, the company offers a series of
wine aroma kits designed to enhance one's ability to
identify the aromas found in wine.
Mookai created the new identit y to reflect the
sensory experience of wine tasting and scenting. The
illustrative style became a main branding element
and was incorporated across the other materials. The
Wine Aroma Kits were repackaged with matte black
paper and the logos were foil stamped in colours
representing the different wine varieties. Inside the
kit are the aroma vials, an informative brochure and
a set of illustrated sent cards which further assist in
enhancing the wine tasting experience.

Design Agency: Mookai Communications. Production

Date: 2010. Creative Director: Lori von Sychowski.
Art Director: Lori von Sychowski. Designer: Tanya
Duffy. Client: Wine Awakenings. Photography: Carlo
Hindian. Nationality: Canada.

“酒唤醒”
Mookai设计工作室最近为“酒唤醒”品牌提供了品牌重塑设
计，“酒唤醒”品牌是一个以葡萄酒教育和业余学习为特色
的公司。该公司收受了广大酒师、专业烹饪师、葡萄酒爱好
者的一致好评，该公司为人们特别提供了一系列小型酒香包
装，以强化人们对葡萄酒香型的认知能力。
Mookai设计工作室设计的全新标识能够完美地彰显出品酒和
闻香的感官体验。说明性风格成为一个主要的品牌化元素，
并贯穿其他材料之中。该葡萄酒香型小套装采用亚光黑色纸
重新包装，标识采用多色烫金模式以象征不同的葡萄酒种
类。套装的内部包括小玻璃瓶、一个使用手册、一套带有图
案的寄送卡，进一步提升品酒的体验。

设计师机构：Mookai设计工作室 完成时间：2010年 创意
总监：罗理·凡·赛克洛斯基 艺术总监：罗理·凡·赛克
洛斯基 设计师：坦亚·达菲 客户：“酒唤醒”公司 国
家：加拿大
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JAQK Cellars JAQK酒窖

JAQK Cellars is a new wine brand that wraps one thing people love - wine - inside JAQK酒窖是一个全新的葡萄酒品牌，将酒和赌博融合在一起的品牌设计理念开创了该领域的
another, gaming. This lifestyle approach to branding wine is virtually unheard of 设计先河，并最终实现了独树一帜。哈奇设计工作室为该公司提供了命名方案设计，并为以
in the industry, creating a huge opportunity to stand out in a hopelessly crowded “Play a Little”之名的产品提供包装。设计所选用的材料全部经过精心挑选，红葡萄酒
category. Hatch named the company, as well as each wine, and positioned it 旗舰店中的特制酒瓶来自米兰精品店。此外，设计师还特别打造了一个强大的品牌电子商务
under the tag line, “Play a Little.” The designers did all design work and sourced all 网站作为彰显设计美学的杠杆，拉近消费者和产品的距离。与此同时，设计师还精心设计了
materials, going as far as finding a specialty glass boutique in Milan to create the 礼品盒、服饰以及一套限量版JAQK扑克牌。
customised bottle for the flagship Cabernet. They also created a strongly branded
e-commerce website that leverages the design aesthetics to make this new lifestyle
wine brand accessible, desirable and attainable. To round out the experience, the
designers designed gift boxes, apparel and a limited edition deck of JAQK playing
cards.

Design Agency: Hatch Design. Production Date: 2007. Creative Director: Katie 设计机构：哈奇设计工作室 完成时间：2007年 创意总监：凯蒂·吉恩&乔尔·滕普林
Jain/ Joel Templin. Designer: Joel Templin / Katie Jain / Eszter T. Clark / Ryan 设计师：乔尔·滕普林，凯蒂·杰恩，埃斯特·T.克拉克，瑞安·梅斯 客户：JAQK酒窖公
Meis. Client: JAQK Cellars. Nationality: USA. 司 国家：美国
 Cabo Unotequila
Anego Reserva
Meat and Potatoes sourced all elements of the
packaging to be made in Mexico. "Our goal was to
create a luxury yet authentic feel to the packaging."
Housed in a handmade leather and wood box, the
cork-sealed bottle comes with a crystal stopper.
Each bottle of this limited edition of 21,000 bottles
is numbered the earmark its allocated status as
"authentic, elegant Mexican". This bottle retails for
225.00 US dollar.

Design Agency: Meat and Potatoes, Inc. Creative

Director: Todd Gallopo / TJ River. Art Director: TJ
River / Todd Gallopo. Designer: TJ River / Todd
Gallopo / Johnny Hsu. Client: Cabo Wabo Tequila.
Photography: Meat and Potatoes, Inc. Nationality:
USA.

卡布·乌诺龙舌兰酒
肉片和土豆设计公司搜罗了墨西哥所有的包装设计元素。
“我们的目标是打造一个奢华、纯粹的包装”。手工皮革
外包装搭配木质包装盒，将用软木塞密封的玻璃酒瓶完美
地包裹。21,000个限量版酒瓶，每一个酒瓶上均被进行了
标记，充分彰显出“墨西哥人的纯粹和优雅”。该产品零
售价为每瓶225.00美元。

设计机构：肉片和土豆设计公司 创意总监：托德·格
里普，TJ里沃 艺术总监：TJ里沃，托德·格里普 设
126
计师：TJ里沃，托德·格里普，约翰尼·舒 客户：卡

127 布·乌诺龙舌兰酒 摄影：肉片和土豆设计公司 国家：

美国
 Grappa Norton. Bodega Norton 诺顿格拉巴酒－诺顿酒
Label design is not simply dressing the bottle; it implies the understanding of the 标签的设计并不是简单地对包装瓶进行修饰，它意味着产品的被认知能力。因此，设计师
product in order to design a label that will satisfy the consumers, and in this case the 在以消费者为目标的同时，强调优雅、独特风格的塑造。
designers need to communicate elegance and innovation at the same time. 该标签完全印刷到酒瓶之上，与同样印刷到酒瓶之上的图案相得益彰。
The label is all printed on the bottle, so the designers could play with the effect that
produces the image printed on the glass.

Design Agency: Estudio Iuvaro. Production Date: 2007. Designer: Cecilia Iuvaro. 设计机构：Estudio Iuvaro设计工作室 完成时间：2007年 设计师：塞西莉亚·艾瓦罗
Client: Bodega Norton. Photography: Federico Garcia. Nationality: Argentina. 客户：诺顿酒 摄影：费德里克·加西亚 国家：阿根廷
 Oscar's
Oscar's Gin emerged as a response to a brief for a
premium product with intriguing packaging and an
engaging background story. Oscar Wilde is used as
the hypothetical company’s identity, as he instantly
communicates elegance and good taste. This
premium London Dry Gin has been created in honour
of Oscar, one who appreciated the finer things in life
(and was a renowned drinker of gin). The packaging
concept is featured around a quote by Wilde – “We are
all in the gutter but some of us are looking at the stars.”
This is illustrated visually through layers and the
unique glass which in a certain light has the distinct
appearance of a starry night sky.

Production Date: 2010. Designer: Hilary Sloane.

Client: RMIT. Nationality: Australia.

奥斯卡金酒
奥斯卡金酒是优质产品和独特包装以及悠久历史相结合的
一个成功案例。设计师选用奥斯卡·王尔德作为该公司的
假想标识，彰显产品的高雅和精美。这款伦敦高酒度金酒
为纪念奥斯卡而设计，其本人以追求精致生活而闻名（以
爱喝金酒而闻名）。包装的理念围绕王尔德的一句名言
展开，即“我们都在阴沟里,但我们中的一些人正仰望星
空”。层次化的视觉效果与造型独特的玻璃瓶巧妙地打造
了一个繁星满天的星空。

128
完成时间：2010年 设计师：希拉里·斯隆 客户：皇家
墨尔本理工大学 国家：澳大利亚
129
 Breuckelen Gin Breuckelen金酒
Breuckelen Distilling Company asked the designers to work with them on the Breuckelen酿酒公司邀请设计师与他们一同共同为新型产品提供包装设计。Breuckelen酿酒
branding of their new bottles and packaging. Breuckelen Distilling is an artisan 公司位于纽约布鲁克林。该公司生产的金酒全部采用手工制作，其原料来自纽约布鲁克林的
distillery located in Brooklyn, New York. They handcraft delicious gin from organic 有机谷物。尽管该公司规模不大，然而其加工的产品全部具有上乘的品质。Breuckelen公司
New York grains, entirely within their Brooklyn location. Breuckelen is a tiny fraction 的创始人布拉德·埃斯塔布洛克，对葡萄酒和烈酒有着难以割舍的情结。两年前开始着手研
of the size of typical distilleries but their production methods create products of 究酿酒艺术，自此，对酿酒的热情被彻底激发。
the highest quality. Breuckelen’s founder, Brad Estabrooke, is an ordinary guy with
an extraordinary love of distinctive wines and spirits. He began studying the art of
distilling almost two years ago now, and his passion for it has grown exponentially
since his studies began.

Design Agency: ilovedust. Production Date: 2010. Client: Breuckelen Distilling 设计机构：爱尘设计工作室 完成时间：2010年 客户：Breuckelen酿酒公司 国家：英国
Company. Nationality: UK.
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Alternative Alternative系列产品
To name and create a premium organic package for a limited edition of top end 为限量版马尔堡长相思白葡萄酒提供完美的包装设计。设计的外观纯粹、独特，十分醒目。
organic Marlborough Sauvignon Blanc Wine. It needed to look and feel natural but 以“Alternative”命名，意在彰显出有机包装的创新方式。设计理念简明地展示了从葡萄
original and act as a talking point for consumers. 树到葡萄酒的整个加工过程。包装的每个方向均以体现有机为主题，无论是巴尔杉木上的激
Alternative was chosen as it reflects a new way of looking at organic packaging. The 光切割，还是用于固定标签的细绳和蜡、外部包装乃至采用墨水印刷的图像，全部彰显了有
concept simply shows a vine from the leaves, to the bark to the wine. Every aspect of 机的主题。
the packaging was organic, including the lazer - cut balsa wood, the string and wax
that is used to afix the label to the bottle, the outer paper wrapping and even the
inks used to print the image.

Creative Director: Tony Ibbotson. Designer: Tony Ibbotson / Tim Heyer. Client: The 创意总监：托尼·伊博森 设计师：托尼·伊博森，蒂姆·海耶 客户：创意途径 国家：
Creative Method. Nationality: Australia. 澳大利亚
 Build Your Own 塑造你自己
The aim was to create a unique gift to give the clients at Christmas and to act as a 设计的目的是在圣诞节到来之际为客户提供特殊的礼物，使其充当全新业务介绍的角色。设
new business introduction. It needed to remind them of who the designers are and 计的重点是突出设计工作室的特点以及为作品所投入的大量精力。设计要求以全体员工为中
the long hours that they put into the work. It needed to feature all of the staff, reflect 心，彰显该团队的创意和幽默。该产品共印刷了5,000套。
the creativity and sense of humour. The print run was 5,000 labels. 设计师为葡萄酒量身设计了标签。每个标签均以一个员工代码为核心。其中包括了一定数量
The designers obtained high quality cleanskin wines and created the own labels. 的面部特征，鼓励客户塑造自己的特色。葡萄酒和标签设计精美，独一无二。
Each label was based on one staff member. It included a number of facial features
and the client is encouraged to BYO - Build Their Own. The wine and the label is the
perfect substitute for when the real thing cannot be there.

Creative Director: Tony Ibbotson. Designer: Andi Yanto. Client: The Creative 创意总监：托尼·伊博森 设计师：安迪·亚图 客户：创意途径 国家：澳大利亚
Method. Nationality: Australia.
 Layers–Alcohol Designed
for Women
Alcohol designed for women. Based on the phrase:
"in vino veritas" (in wine there is the truth). Much like
in this project the phrase suggests that one tends to
reveal his true feelings under the influence of alcohol.
Normally alcohol companies and manufactures
target men as their primer customer. The idea behind
this project is to bring a woman's touch and softness to
the bottles without loosing its presents.
The different fabrics represent different women
characteristics, such as cheerful, homey, and
dominatrix, and these are equivalent to the different
alcohol drinks such as Tequila, Rum, and Vodka;
overall there are six different alcohol bottles.
The techniques used in manufacturing these bottles
are flock print for the labels (that are made from
chiffon fabric), knitted and woven fabrics for the
bottles exterior. The bottle itself is made from glass.
Printing language: Hebrew.

Design Agency: Reut Ashkenazy–Graphic Design.

Production Date: 2007. Designer: Reut Ashkenazy.
Nationality: Israel.

赖尔斯—女性专享酒
这是一款女性专享酒。加工的主题是“饮酒见真情”，寓
意人们在酒精的作用下能够流露出真实的性情。通常，很
多酒业公司和生产商多以男性为销售主体。该项目的设计
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理念是在不破坏包装风格的前提下，将女性的格调和柔美

133 融入到包装之中。
不同的纤维织物代表着女性不同的个性与魅力，例如活泼
的、居家的、强悍的等等。因此，该系列产品也巧妙地分
为龙舌兰酒、兰姆酒、伏特加酒等六种酒精饮品。
加工这些酒瓶的工艺包括标签的印刷（采用薄纱织物为原
料）、瓶子外部纤维的编织。该包装瓶采用玻璃材料，其
上印刷的语言为希伯来语。

设计机构：莱特·阿什肯纳齐平面设计工作室 完成时
间：2007年 设计师：莱特·阿什肯纳齐 国家：以色列
 Berry Bros. & Rudd No.3 London Dry Gin Berry Bros. & Rudd 品牌３号伦敦干杜松子酒
A complete brand identity – everything from the initial concept to the name and 为Berry Bros. & Rudd 品牌提供的品牌识别设计，包括命名方案的制定、产品定位、特别
positioning, the die-cast metal key mounted on the front of a bespoke bottle structure 定制的瓶身上方的压铸金属钥匙设计以及外部包装设计。独特醒目的外包装召唤饮酒爱好者
and the outer packaging – to offer discerning drinkers the chance to experience “the 尽情体验“品一下，味道好极了”的感官之旅。
past, perfected.”

Design Agency: Brandhouse Design. Production Date: 2010. Creative Director: 设计机构：Brandhouse设计工作室 完成时间：2010年 创意总监：戴夫·比尔德 摄影：
Dave Beard. Photography: Brandhouse. Nationality: UK. Brandhouse设计工作室 国家：英国
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Jekyll & Hyde 哲基尔&海德酒

Innovative interlocking bottle structures for “the ultimate split personality 连锁的包装瓶结构设计匠心独运，以充分展现人的双面性为主题。两种包装捆绑进行销售。
concoction”, a dual component beverage intended to be mixed before consumption. 设计的目的在于打造一个鲜明、刺激的外观。
The design intent was to create something very period looking with a dangerous
feel.

Design Agency: Deutsch Design Works. Production Date: 2007. Art Director: Barry 设计机构：多伊奇设计工作室 完成时间：2007年 艺术总监：巴里·多伊奇 设计师：艾
Deutsch. Designer: Eric Pino. Client: Anheuser–Busch InBev. Nationality: USA. 瑞克·皮诺 客户：安海斯布希公司英博啤酒 国家：美国
 In a Test Specimen
Spirits in a test specimen, the perfect size to taste the
spirits. Despite not being any experiment, as in Galicia
the "Orujo" spirit is an ancestral tradition.

Design Agency: Grow_the Design Consultancy.

Production Date: 2009. Creative Director: Anna
Serra. Art Director: Anna Serra. Designer: Anna Serra.
Client: Adegas Ponte da Boga, S.l. Nationality: Spain.

烈酒试样
该项目是庞特·博加烈酒的试用装，完美的规模将为用户提
供优质的品牌体验。尽管没有进行过任何实验，然而，该产
品却极好地秉承了加利西亚“果渣”的传统。

设计机构：Grow_the Design Consultancy设计工作室 完

成时间：2009年 创意总监：安娜·塞拉·凯斯 艺术总
监：安娜·塞拉·凯斯 设计师：安娜·塞拉 客户：庞
特·博加烈酒 国家：西班牙
 Snalleröds
Snälleröds was established in 1901, but fell into
oblivion until Eric Berntson re-launched the brand with
a series of organic liquor products. The mission was to
establish the history of Snälleröds with a distinct brand
platform and also: invent equally eco-friendly design
solutions.
The history of Snälleröds is apparent in every aspect
of its design and communication with the tagline “a
true story” and visual solutions always telling that
very story. The packaging design, in some cases,
is the first ever of its kind; everything being totally
environmentally friendly.
Snälleröds has received a lot of extremely positive
media attention. The innovative packaging design
and the appealing gift packages have been as
important for the buzz as the actual products.

Design Agency: Neumeister Strategic Design AB.

Production Date: 2009. Creative Director: Peter
Neumeister. Designer: Peter Neumeister / Tobias
Andersson. Client: Snälleröds. Nationality: Sweden.

Snallerods酒
尽管Snallerods品牌成立于1901年，却因为饱经历史而渐
渐失去了光辉，直到埃里克·伯恩特森新推出的有机酒精
饮品的上市才引起了消费者的关注。该项目的设计目的是
通过一个独特的品牌彰显Snallerods品牌的历史，同时打
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造一个环保的设计方案。

137 Snallerods品牌的历史通过设计和“一个真正的故事”的
品牌口号彰显得淋漓尽致。独特的视觉设计方案将这一故
事娓娓道来。该包装设计在同类产品中独树一帜，设计的
每一个细节均以环保为主题。
如今，Snallerods品牌获得了媒体的极大关注。独有创意
的包装设计和迷人的礼品包装为产品的宣传起到了极大的
推动作用。

设计机构：纽梅斯特战略设计工作室 完成时间：2009年
创意总监：彼得·纽梅斯特 设计师：彼得·纽梅斯特，
托拜尔斯·安德森 客户：Snallerods公司 国家：瑞典
 Concertum Concertum系列酒
Inspired in Asian - originated floral motifs. Bold, coloured, different. Fresh and with 设计的灵感源自亚洲花卉图案。与众不同的设计以粗体、彩色为主要方案。活泼、个性，与
personality, like D.O. Rías Baixas wine. A bid that will not go unnoticed, either for its 下河湾葡萄酒风格旗鼓相当。匠心独运的标签设计和包装令产品分外醒目，从而提高了在市
striking nature or for the design of its label and capsule. 场上的竞争力。

Design Agency: (calcco) Comunicación Visual. Production Date: 2009. Creative 设计机构：（calcco）视觉传达公司 完成时间：2009年 创意总监：塞尔吉奥·阿哈 设
Director: Sergio Aja. Designer: Eduardo del Pozo. Client: Bodegas Santiago Ruiz. 计师：爱德华·德尔·波佐 客户：圣地亚哥鲁伊斯酿酒厂 摄影：塞尔吉奥·阿哈 国
Photography: Sergio Aja. Nationality: Spain. 家：西班牙
 Absolut Pear
Design keywords: V&S Absolut Spirits. Packaging
design, naming, Absolut Pears. Worldwide, 2006.
Within extremely strict parameters in terms of form and
function, the design was to be unique and innovative,
capturing the personality of the product. At the same
time it had to be perceived as an obvious member
of the Absolut Vodka family. Through the design, the
product was to help Absolut to “own” the pear flavour
in the market for flavoured vodkas. Absolut was the
first to use pear as a vodka flavour.
The starting point for the design solution was the
colour signal and the elegant, organic shape of the
pear. Using the iconic bottle shape, the design creates
an optical illusion of a pear. A traditional shape in
a more unconventional way. The design solution is
technically efficient, which is important for production.

Design Agency: BVD. Pr oduction Date: 2006.

Creative Director: Catrin Vagnemark. Designer:
Rikard Ahlberg / Bengt Anderung. Client: Pernod
Ricard, V&S Group. Nationality: Sweden.

绝对伏特加苹果梨酒
绝对伏特加苹果梨酒属于V＆S绝对伏特加烈酒。该项目是
2006年绝对伏特加苹果梨酒全球的包装设计和命名方案。
包装的外形和功能设计严谨，设计风格独特，匠心独运，
充分彰显出该产品的特性，并强调出作为绝对伏特加家族
138
一分子的特殊身份。通过设计，绝对伏特加酒拥有了一个

139 专有的苹果梨香型伏特加系列产品。
设计的出发点是打造独特的色彩方案以及梨形的有机形
态。梨形的包装瓶形象地阐明了产品的特点。造型以非传
统的方式对传统形态加以诠释。设计的方案极其专业，对
生产起到了极为重要的作用。

设计机构：BVD设计工作室 完成时间：2006年 创意总

监：卡特琳·维戈奈马克 设计师：里卡德·阿尔伯格，
本特·安德昂 客户：保乐力加集团，V&S集团 国家：瑞
典
 Absolut Ruby Red
V&S Absolut Spirits. Packaging design, Absolut
Ruby Red. Worldwide, 2005. Within extremely strict
parameters in terms of form and function, the design
was to be unique and innovative, capturing the
personality of the product. At the same time it had to
be perceived as an obvious member of the Absolut
Vodka family. Through the design, the product was to
help Absolut to “own” the ruby grapefruit flavour in the
market for flavoured vodkas. Absolut was the first to
use ruby grapefruit as a vodka flavour.
The warm red colour comes from the palette of the
ruby grapefruit itself. The round, geometric shapes on
the outside of the bottle are inspired by the way you
cut up and serve the fruit. The technique of printing
the warm red shapes using a transparent ink on an
etched bottle creates a sense of depth that became
the hallmark of the design. The solution is technically
efficient, which is important for production.

Design Agency: BVD. Production Date: 2005. Creative

Dir ector: Catrin Vagnemark. Designer: Rikar d
Ahlberg / Bengt Anderung. Client: Pernod Ricard,
V&S Group. Nationality: Sweden.

绝对红柚味伏特加酒
绝对红柚味伏特加酒属于V＆S绝对伏特加烈酒。该项目是
2005年绝对红柚味伏特加酒全球的包装设计和命名方案。包
装的外形和功能设计严谨，设计风格独特，匠心独运，充分
彰显出该产品的特性，并强调出作为绝对伏特加家族一分子
的特殊身份。通过设计，绝对伏特加酒拥有了一个专有的红
柚味伏特加酒系列产品。绝对伏特加是首个以葡萄柚为香型
的伏特加酒品牌。
温暖的红色色调取材于红柚的本身颜色。酒瓶外部圆润的几
何形态与红柚被切开的形状相得益彰。瓶身上的印刷以透明
油墨为原料，与风化玻璃瓶一同营造出深邃之感，彰显出该
设计的特色所在。设计的方案极其专业，对生产起到了极为
重要的作用。

设计机构：BVD设计工作室 完成时间：2005年 创意总

监：卡特琳·维戈奈马克 设计师：里卡德·阿尔伯格，本
特·安德昂 客户：保乐力加集团，V&S集团 国家：瑞典
 Belvedere Intense Unfiltered 80
BrandOpus created a story around the provenance of the Dankowskie Diamond
Rye, and designed a bottle that maintains the Intense equities of metallic on black.
The Belvedere tree device depicted in gold draws on the caramel and honey
impressions of the vodka, whilst elevating premium cues, whilst the watermark
Belvedere palace echoes the window device used across the wider range from the
world’s most awarded vodka brand.

Design Agency: BrandOpus. Production Date: 2010. Creative Director: Paul Taylor.
Client: LVMH. Nationality: UK.

雪树伏特加80
BrandOpus设计工作室将设计与该产品的原产地完美结合在一起，并以黑色为背景添加金属
色元素彰显其作为烈酒的属性。金色的雪树展现出该伏特加酒的焦糖和蜂蜜成分，以提高产
品的价值；美景宫的水印与展现世界上最受欢迎的伏特加品牌酒的窗口图案相得益彰。

设计机构：BrandOpus设计工作室 完成时间：2010年 创意总监：保罗·泰勒 客户：路

威酩轩集团 国家：英国

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 Core092 核心092伏特加酒
A conceptual vodka brand. Using inspiration from nuclear reactors, the goal was to 这是一个概念性的伏特加酒品牌。设计的灵感来自于核反应堆，设计的目标是将两个玻璃瓶
have a two-part bottle that, when poured, would pour a perfectly mixed drink. 进行分离，倾倒液体时，形成一个美妙的混合饮品。

Designer: Jon Patterson. Photography: Jon Patterson. Nationality: USA. 设计师：乔恩·帕特森 摄影：乔恩·帕特森 国家：美国
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Domaine de Canton 法国坎顿力娇姜酒

After the client launched this French ginger liqueur brand, he realised that it 在客户推出这一法国姜酒品牌之际，他意识到一个更好的包装将能够有力地推动目标市场的
needed some polishing to better reach its target market. The label and marketing 扩大。原有的标签和其他识别系统缺少精致之感，不能准确地传达出该产品的精髓。为更好
collateral lacked the sophisticated French sensibility to convey the spirit of the 地吸引女士以及高级调酒师和都市饮酒爱好者的目光，该公司邀请Mucca设计工作室为该品
product, while appealing to women, upscale bartenders, and metro-area drinkers. 牌进行重新定位，并很快得到了回应。
So when they invited Mucca to reposition the brand, they responded with an 在对标签的再设计过程中，设计师强调包装和描述的每一个细节都能够彰显出法国－印度支
enthusiastic, “Oui!”. Beginning with a label redesign, the designers made every part 那的精致美感，并突出产品的独特配方。此外，设计师通过品牌识别的设计传达出产品的悠
of the packaging and presentation more sophisticated and expressive of the French- 久历史、优良品质以及独特的异国风情。品牌识别的设计包括广告设计、广告牌设计、内部
Indochinese aesthetic that characterises the origins of the liqueur’s recipe. They 预映以及店内展示、网站、配方书、礼品包装乃至绝妙的小型搅酒棒的设计。
also worked to communicate the brand story, and its message of high-quality, exotic 设计和产品一经上市即刻获得了广泛好评，法国坎顿力娇也成为了世界知名品牌，被名嘴奥
romanticism throughout all aspects of the brand identity, including advertising, 普拉在“料理铁人”栏目中赞不绝口。目前，产品的识别系统也随着产品的不断扩展而逐步
billboards, trade show and instore displays, a website, recipe books, gift packaging, 改善。
and even groovy little swizzle sticks.
Both the design and the product have garnered rave reviews, and Domaine de
Canton has become an internationally successful brand, trumpeted by Oprah and
appearing on “Iron Chef”. The brand identity has continued to evolve with the rapid
growth of the product’s market.

Design Agency: Mucca Design. Production Date: 2007. Creative Director: Matteo 设计机构：Mucca设计工作室 完成时间：2007年 创意总监：利玛窦·博洛尼亚 艺术总
Bologna. Art Director: Andrea Brown. Designer: Andrea Brown / Lauren Sheldon 监：安德烈·布朗 设计师：安德烈·布朗，劳伦·谢尔登，阿丽亚娜·迪理贝罗 客户：
/ Ariana DiLibero. Client: Domaine de Canton. Nationality: USA. 法国坎顿力娇姜酒 国家：美国
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Belvedere Macerations 雪树伏特加

Careful to visually balance the purity of Belvedere super premium vodka, while 该项目的设计宗旨是打造一个与顶级雪树伏特加相得益彰的纯净包装，并突出浸泡工艺家族
retaining bright characters of the fruit infusions across the maceration family, 水果成分的独特个性。BrandOpus设计工作室设计的插画完美体现了每种伏特加酒的特殊成
BrandOpus commissioned bespoke illustrations to capture the distinctive ingredients 分，活泼、时尚而唯美是该设计的核心所在。最终的设计方案独特而醒目。
of each maceration, and present them in a vibrant, modern, illustrative style that
forms the heart of the bottle design. The result is a distinctive and recognisable
structure.

Design Agency: BrandOpus. Production Date: 2008. Creative Director: Paul Taylor. 设计机构：BrandOpus设计工作室 完成时间：2008年 创意总监：保罗·泰勒 客户：路
Client: LVMH. Nationality: UK. 威酩轩集团 国家：英国
 Porto Wine
It's a premium line of old Soviet porto wines.

Design Agency: DDH Studio. Production Date:

2010. Creative Director: Nadie Parshina. Designer:
Nadie Parshina. Client: Creative Wine Company.
Nationality: Russia.

波尔图葡萄酒
这是一款专为老苏联人提供的优质波尔图葡萄酒。

设计机构：DDH工作室 完成时间：2010年 创意总监：奈

迪·帕新纳 设计师：奈迪·帕新纳 客户：创意葡萄酒公
司 国家：俄罗斯
146

147

Ouzo ZARBANIS ZARBANIS 茴香烈酒

One of the most well - known names in the alcoholic drinks market; this pack's 该品牌酒在酒精饮料市场上享有非常好的声誉；该包装的目的是对传统的应用符号进行重新
intention was to revisit traditionally used symbols thus to reinvent them creating a 审视，并为该类产品塑造一个更为新颖、精致的形象。蓝绿色的色调搭配小型教堂图案（透
fresh, refined image for this product category. Greece as a provenance is evident 过玻璃和清澈的液体清晰可见）完美地彰显出希腊风情，精致的小教堂犹如旅游商店中出售
through the use of the colour cyan and the detail of the miniature church (seen 的小型希腊情调模型。
through the glass and the clear liquid inside), reminiscent of the "Greek-style"
miniatures on sale in small tourist shops.

Design Agency: Mousegraphics. Production Date: 2010. Creative Director: Gregory 设计机构：Mousegraphics设计工作室 完成时间：2010年 创意总监：格雷戈里·塔萨克
Tsaknakis. Client: Zarbanis & Co. Nationality: Greece. 耐克斯 客户：Zarbanis公司 国家：希腊
 Septiembre Cool Wines 九月冰镇葡萄酒
Bodegas Trapiche from Mendoza, Argentina commissioned package design firm 来自阿根廷门多萨的博得莱莎·特拉皮切公司委托，Tridimage设计工作室为他们生产的九
Tridimage to renew the brand image and packaging of their cool wine Septiembre 月冰镇葡萄酒的品牌形象和包装提供再设计。该产品在阿根廷市场上极为畅销，可谓家喻户
(September), one of the leaders of the Argentine market. Based on the concept of 晓。设计以“春之夜”为主题建立的新型花朵图案将每个香型的标签装扮的美轮美奂。
"Spring night" the new flower icon builds colourful patterns in each flavour label.

Design Agency: Tridimage. Production Date: 2009. Creative Director: Adriana 设计机构：Tridimage设计工作室 完成时间：2009年 创意总监：阿德里安娜·科蒂斯，
Cortese / Virginia Gines / Her nán Braber man. Client: Bodegas Trapiche. 弗吉尼亚·吉恩斯，埃尔南·布拉伯曼 客户：博得莱莎·特拉皮切公司 国家：阿根廷
Nationality: Argentina.
 Cabo Wabo Tequila:
Blanco Reposado Anejo
Meat and Potatoes was officially named the "agency
of record" for Cabo Wabo Tequila in 2009 when the
company was sold to SKYY/Campari. First order
of business was to re-design the packaging for
worldwide manufacturing & distribution, and position
the brand as the authentic super-premium rock-n-roll
tequila. The previous packaging had three different
bottle colours, clear, blue and brown. The blue bottle
being the signature of the line. In order to refine the
glass for mass production the coloured glass had to
be abandoned, but the colour was retained within the
labels to help consumers and fans of the tequila make
the change to the new look.
The glass shape was refined to the standards of the
preceding Cabo Uno packaging. The inset panel is
the framework for the wrap-around two-sided label.
The label itself is printed with three spot colours,
foil stamped, embossed, and laminates to a second
acetate label for the inside printing. Each bottle has a
different illustration on the inside label.
Its overall boldness has been successful in gaining
exposure the brand needed on shelf.

Design Agency: Meat and Potatoes, Inc. Production

Date: 2009. Creative Director: Todd Gallopo / TJ
River. Art Director: TJ River / Todd Gallopo. Designer:
TJ River / Todd Gallopo / Danielle Marquez. Client:
SKYY / Campari. Photography: Meat and Potatoes,
148 Inc. Nationality: USA.

149
卡布·瓦博龙舌兰酒：Blanco龙舌
兰酒，Reposado龙舌兰酒，Anejo龙
舌兰酒
在卡布·瓦博龙舌兰酒转让给SKYY/Campari公司之际，肉
片和土豆设计公司受邀正式为该品牌的产品提供世界范围
内的加工、配送包装设计，并为其提供品牌定位，使之成
为顶级的龙舌兰酒。早先的包装拥有三种不同的色调，分
别是透明色、蓝色和棕色。蓝色瓶是该产品线的亮点。为
改善大批量生产的玻璃瓶品质，设计师改变了彩色玻璃的
方案，但在标签上保留了色彩以帮助消费者和龙舌兰酒爱
好者更好地接受新包装。
玻璃瓶的形状延续了之前的Cabo Uno包装风格。标签采用双
面环绕式结构。标签本身采用3种专色印刷，通过烫金、压
花、锻压等手段设计。每个酒瓶的内部标签都设置了一个
与众不同的插画。
粗体设计在货架上是十分醒目、抢眼。

设计机构：肉片和土豆设计公司 完成时间：2009年 创
意总监：托德·格里普，TJ里沃 艺术总监：TJ里沃，托
德·格里普 设计师：TJ里沃，巴伊亚·拉胡德，丹妮
尔·马尔克斯 客户：SKYY/ Campari公司 摄影：肉片和土
豆设计公司 国家：美国
 Brooklyn Gin
Inspired by the ingenuity of Brooklyn, a sometimes
gritty, but always soulful borough, the designers
crafted a visual identity for Brooklyn Gin that blends
old world craftsmanship with today’s artistic, vibrant
culture. The bottle structure pays homage to the
apothecary origins of gin, reinforcing its place in the
new speakeasy, while the medallion label – stamped
in metal – celebrates the authentic spirit at the core of
the brand.
For the modern mixologist, Brooklyn Gin captures the
magic and magnetism of a time and a place where
the cocktail is king.

Design Agency: Spring Design Partners, Inc.

Pr oduction Date: 2010. Cr eative Dir ector: Ron
Wong. Designer: Tet Marti. Client: Maverick Spirits.
Photography: Livio Dimulescu. Nationality: USA.

布鲁克林杜松子酒
设计的灵感源自敢于创新、坚忍不拔、感情丰富的布鲁克林
区，设计师为布鲁克林杜松子酒打造了一个精致的识别标
识，巧妙地将古老的工匠技艺和现代的多彩艺术和文化相结
合。包装瓶结构向杜松子酒的药用起源致意的同时，巩固了
其在当代酒吧中的地位；圆形浮雕标签采用金属铭刻的方式
彰显出该品牌的精髓。
在现代调酒师看来，在鸡尾酒盛行的年代，布鲁克林杜松子
酒已经掌握了天时地利的优势。

设计机构：源泉设计伙伴公司 完成时间：2010年 创意
总监：罗恩·黄 设计师：泰特·马蒂 客户：Maverick
Spirits公司 摄影：利维奥·迪穆乐斯库 国家 ：美国
150

151

Antigua Cruz Tequila 安提瓜·克鲁兹龙舌兰酒

Mexico’s Tequilera de Arandas company recently chose the Buenos Aires-based 最近，墨西哥的阿兰达斯龙舌兰酒公司委托布宜诺斯艾利斯的Tridimage设计公司为其安提
Tridimage design firm to redesign Antigua Cruz tequila’s structural and graphic 瓜·克鲁兹龙舌兰酒提供包装结构和平面设计，以迎合全球消费者的口味。之前的短粗方形
packaging for a global audience. The previous squat, square bottle had been used 玻璃瓶已经在同类产品中广为常见，使安提瓜·克鲁兹龙舌兰酒丧失了独特性，标签的设计
by other tequila brands, which deprived Antigua Cruz differentiation and unique 与市场上的同类产品相比也缺乏竞争力。
positioning, and the label design was not competitive in the current international Tridimage设计公司打造的玻璃瓶结构在展现产品的优秀品质的同时，通过运用精致而极具
tequila market. 表现力的元素的运用打造了极强的视觉效果。新的图标和标识采用丝网印刷，将经典和现代
Tridimage created a glass bottle structural design with premium personality, 形成鲜明的对比。
standing out from the competition by using sophisticated and expressive resources 棱角分明的外形搭配新哥特式字体标识有力传达出产品的优秀品质，同时流露出香水及化妆
of high visual impact. The new screen-printed graphics introduced a new icon and 品类的设计之感。
logo redesign that conveys the polarity between classicism and modernity.
The angular shape and neo-Gothic font logo convey an accessible premium
personality while borrowing design sensibilities from the perfume and cosmetics
categories.

Design Agency: Tridimage. Production Date: 2010. Creative Director: Adriana 设计机构：Tridimage设计工作室 完成时间：2010年 创意总监：阿德里安娜·科蒂斯，
Cortese / Virginia Gines / Hernán Braberman. Client: Tequilera de Arandas. 弗吉尼亚·吉恩斯，埃尔南·巴拉伯南　客户：阿兰达斯龙舌兰酒公司 摄影：丹尼·卡米
Photography: Dany Kamida. Nationality: Argentina. 达 国家：阿根廷
 Diva Maya
O rg anic teq uila brand, Diva Ma ya donates a
percentage of sales to local Mexican charities which
aid wildlife protection. The brief was to reflect this
without having to write it, while still remaining stylish
and collectible. Each tequila, blanco, reposado and
anejo is represented by an animal, namely turtles,
eagle and jaguar respectively.

Design Agency: Design by Alpha. Production Date:

2008. Creative Director: Anastasia Gerali. Designer:
Anastasia Gerali. Photography: Nikos Louka.
Nationality: Cyprus.

玛雅女神酒
作为一个知名的龙舌兰酒品牌，其每年都会拿出一部分销
售额捐赠给墨西哥当地慈善机构以援助野生动物的保护活
动。设计的理念是在字里行间彰显其捐助行为，并确保其
风格独特且容易回收。每种龙舌兰酒包括blanco龙舌兰酒、
reposado龙舌兰酒以及anejo龙舌兰酒均由一种动物作为形
象，例如龟、老鹰和美洲虎等。

设计机构：阿尔法设计工作室 完成时间：2008年 创意总

监：阿纳斯塔西·格拉理 设计师：阿纳斯塔西·格拉理
摄影：尼科斯·罗卡 国家：塞浦路斯
152

153

Russell’s Reserve 罗素的珍品

It's redesign of the Russell’s Reserve premium line of bourbon and rye whiskey. 为优质“罗素的珍品”品牌波旁和黑麦威士忌产品提供的重新设计。

Design Agency: Sterling Brands. Production Date: 2009. Creative Director: Debbie 设计机构：Sterling Brands设计工作室 完成时间：2009年 创意总监：黛比·米尔曼，
Millman / Simon Lince. Designer: Irina Ivanova. Client: Wild Turkey. Nationality: 西蒙·林塞 设计师：伊琳娜·诺娃 客户：Wild Turkey公司 国家：美国
USA.
 Samurai 武士酒
Another independent non-commercial development by the studio was about an 该项目是时尚设计工作室开发的另一个非盈利性伏特加酒包装项目。冷峻的轮廓和外形犹如
uniquely shaped rice vodka bottle. Its austere outline and the silhouette as if split 被一把武士刀从中劈开，醒目而壮观，并巧妙地传达出该产品的民族色彩。优质的装饰玻璃
by a stroke of a samurai sword spectacularly transmit the idea and the ethnic 作为包装的主要材料。
background of the product. The material is high quality glass with décor.

Design Agency: StudioIN. Production Date: 2010. Creative Director: Arthur 设计机构：时尚设计工作室 完成时间：2010年 艺术总监：阿瑟·施雷伯 设计师：阿
Schreiber. Designer: Arthur Schreiber. Nationality: Russia. 瑟·施雷伯 国家：俄罗斯
 Bombay Sapphire
Limited Edition
In celebration of the 250-year anniversary of Bombay
Sapphire’s secret gin recipe, Webb deVlam defined
the brand’s essence through exclusive packaging
design: 350 limited edition hand blown crystal bottles,
composed of the finest materials and detailing.
An internal blue optic creates a "bottle within a
bottle" effect, signifying the soul of the brand. 3D laser
etchings float within the walls of the glass. Garrard's
Creative Director, Stephen Webster, conceived the
stopper, which features a gold crown encrusted with
blue gems. Such intriguing visual effects impart
Bombay Sapphire’s luxury proposition.

Design Agency: Webb deVlam. Production Date:

2010. Client: Bacardi. Nationality: USA.

孟买蓝宝石限量版杜松子酒
在庆祝孟买蓝宝石杜松子酒的秘密配方研制成功250周年之
际，Webb deVlam设计工作室通过独一无二的包装设计进一
步明确了该品牌的精髓：350个限量版手工吹制水晶酒瓶，
全部采用上等的材料和精湛的手工细节设计而成。内部蓝
色光巧妙地营造出“瓶中见瓶”的视觉效果，象征着该品
牌的灵魂所在。玻璃内部的四周采用三维激光蚀刻而成。
加勒德的创意总监，斯蒂芬·韦伯斯特为该酒瓶构建了一
个上方嵌有蓝宝石的金色皇冠瓶塞。如此匠心独运的设计
完美地传递出孟买蓝宝石品牌的奢华主张。

154
设计机构：Webb deVlam设计工作室 完成时间：2010年

155 客户：百加得公司 国家：美国

 The Macallan 57 in Lalique 拉利克的麦卡伦57年
Design Bridge created a gift box for the 57 - year - old The Macallan in Lalique Design Bridge设计工作室为拉利克的麦卡伦57年佳酿提供的礼盒包装设计，推动了麦卡伦
inspired The Macallan’s third pillar "The Finest Cut". The premium box is both 第三种支柱产品——“精致系列”的上市。独特的设计美观与实用性并存。该包装既能够对
visually interesting and structurally challenging. It reflects the quality of the product 内部的产品提供有效的保护，又能够完美彰显出拉利克玻璃酒瓶的高贵。
inside whilst both protecting and showcasing the precious Lalique decanter.

Design Agency: Design Bridge. Production Date: 2009. Creative Director: Antonia 设计机构：Design Bridge设计工作室 完成时间：2009年 创意总监：安东尼·海沃德
Hayward. Designer: Laurent Robin–Prevallee / Asa Cook. Client: Edrington Group. 设计师：洛朗·罗宾·普莱维勒，亚撒·库克 客户：Edrington集团 国家：美国
Nationality: USA.
 The Macallan 55
Design Bridge incorporated wood, leather and silver
into the Macallan 55's packaging – showcasing a new
and sophisticated combination of materials for the
brand. The result is luxurious, with layers of detail that
increase The Macallan's desirability.

Design Agency: Design Bridge. Production Date:

2009. Creative Director: Antonia Hayward. Designer:
Laurent Robin–Prevallee, Asa Cook. Client: Edrington
Group. Nationality: UK.

麦卡伦55年佳酿
Design Bridge设计工作室将木料、皮革和银色完美地集中
于麦卡伦55年佳酿的包装之中，完美展现了品牌设计中一
个全新而精致的材料融合理念。最终的包装方案奢华、考
究，层次化的细节设计增添了该产品的独特性。

设计机构：Design Bridge设计工作室 完成时间：2009年

创意总监：安东尼·海沃德 设计师：洛朗·罗宾·普莱
维勒，亚撒·库克 客户：Edrington集团 国家：英国

156

157
 Karadag Wine 卡拉达格葡萄酒
The main idea of a collection is to remind use of the disappearing breeds of animals 该系列产品的包装是唤醒人们对卡拉达格地区的濒危动物和鸟类的保护意识。卡拉达格是克
and birds which live in Karadag. Karadag is a conservancy area on the Pontic sea, 里米亚地区朋提克海域颇受争议的一个地方。每个包装瓶上均绘制了一个动物或一种鸟类，
in the Crimea. On each bottle described species of an animal or a bird and its short 并伴有简短的文字描述。
description. 该葡萄酒的部分销售额将捐赠给世界自然基金会。
The part of money from wine sale is listed in WWF.

Design Agency: Nadie Parshina Studio. Production Date: 2008. Creative Director: 设计机构：耐迪亚·帕辛那设计工作室 完成时间：2008年 创意总监：耐迪亚·帕辛那
Nadie Parshina. Designer: Nadie Parshina. Nationality: Russia. 设计师：耐迪亚·帕辛那 国家：俄罗斯
 Fleur de Lis
Designing the concept of a cognac for women,
the designers counted on the elegant modern
appearance and the vivid memorable name. One of
the most popular heraldic figures, Fleur de Lis (the lily)
inspired the designers to create a feminine-shaped
bottle. The slightly coquettish fonts emphasise the
refined character of the product. The bottle design is
also carefully considered. The cork, non-typical for
a cognac, allows to effortlessly close and reopen the
bottle.

Design Agency: StudioIN. Production Date: 2010. Art

Director: Arthur Schreiber. Designer: Arthur Schreiber.
Nationality: Russia.

弗勒尔·代利斯白兰地
为女士白兰地酒提供的包装设计。设计师为其打造了一个
优雅、时尚的外观，并缔造了一个生动、耐人寻味的名
称。最受欢迎的纹章形象——百合花（百合）为柔美的瓶
身设计提供了创作灵感。娇媚的字体强调出产品的精致之
美。包装瓶的设计十分严谨。软木塞的设计在白兰地酒中
并非常见，便于酒瓶的开合。

设计机构：时尚设计工作室 完成时间：2010年 艺术总

监：阿瑟·施雷伯 设计师：阿瑟·施雷伯 国家：俄罗
斯

158

159
 LCBO
A six-pack assortment of the world’s finest beers
transcends a “battle of the brands” approach to
showing all identities, in favour of a starkly bold,
distinctive typographical approach.

Design Agency: Blok Design. Creative Director:

Vanessa Eckstein. Designer: Vanessa Eckstein. Client:
LCBO. Nationality: Canada.

LCBO啤酒
六个一组的啤酒包装采用粗体和独特的印刷方式，轻松地打
败了挖空心思设计标识的其他同类品牌，真正实现了独树一
帜。

设计机构：勃洛克设计工作室 创意总监：瓦内萨·埃克斯
坦 设计师：瓦内萨·埃克斯坦 客户：LCBO啤酒公司 国
家：加拿大
160

161

Label Design
for Mille Plateaux Ginger Beer 无际高原姜啤标签设计
Mille Plateaux is a niche and eccentric little ginger beer made by the Dirty Minds 无际高原是Dirty Minds Wine Co. 公司生产的生姜啤酒。设计的唯一要求是要打造一个与
Wine Co. The brief was to design a label that would tell us just that, a label that’s 其他的生姜啤酒全然不同的瓶贴。设计师从一本叫做《无际高原》的书中找到了灵感，最终
unlike any other ginger beers. With references to a book called Mille Plateaus that 设计了这个作品。
no one will ever get, and the green light to do something a bit different, this is the
result.

Production Date: 2009. Art Director: Justin Overell / Monique Kneepkens. 完成时间：2009年 艺术总监：贾斯汀·奥威尔，蒙尼克·肯尼普肯斯 设计师：蒙尼
Designer: Monique Kneepkens. Client: Dirty Minds Wine Co. Nationality: Australia, 克·肯尼普肯斯 客户：Dirty Minds Wine公司 国家：澳大利亚，荷兰
the Netherlands.
 Samson Beer
Bottle design and branding for New Jersey-based craft
brewer Jeff Samson. In the crowded market place of
microbrews, a bottle needs to both communicate as
well as entertain. The design needs to be clean and
uncluttered. And as with all beer packaging, if a little
of the brands personality can show through, the better
chance it has of connecting with the consumer.
The illustration on the bottle takes the legend of
Samson and the Lion and adds a beverage industry
twist. These liter bottles are screen printed front and
back and packaged in original re-purposed beverage
crates.

Design Agency: Bricks Through Windows. Production

Date: 2010. Designer: Sean Flanagan. Client:
Samson Craft Beers. Photography: Brion McCarthy.
Nationality: USA.

萨姆森啤酒
为新泽西州的啤酒生产商布鲁尔·杰夫·萨姆森公司提供的
瓶装设计和品牌塑造。在拥挤的微酿啤酒市场上，酒瓶的
包装需要在传达出产品特性的同时，能够发挥娱乐大众的作
用。设计简洁、干练。对于所有的啤酒包装来说，包装的风
格越独特，则越能拉近消费者和产品的距离。该包装瓶上的
插画以萨姆森和狮子之间的传奇故事为背景，并添加了饮品
制造业的历史元素。瓶身的前后全部采用丝网印刷方式，外
包装是一个颇具匠心的饮料板条箱。

设计机构：Bricks Through Windows设计工作室 完成时

间：2010年 设计师：肖恩·弗拉纳根 客户：萨姆森啤酒
摄影：布里翁·麦卡锡 国家：美国
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Thorsteinn Beer Brand 索尔斯泰恩啤酒品牌

This beer brand concept was born on a Sunday night at school when the designers 该啤酒品牌的设计理念诞生于一个周日的晚上，当时设计师正在学校中研究一个微型酿酒厂
were supposed to make a brand for a micro-brewery. The name is traditional 的品牌设计方案。产品的名称具有冰岛的传统风格，可以简单地被理解为“渴望”的意思。
Icelandic name that could be loosely translated into "thirsty one". 设计的目的是委托十位设计师为同一品牌下的十种啤酒进行设计。该设计每年更换一次，玻
The concept is to have one beer, 10 different bottle designs by 10 different designers. 璃啤酒瓶上的设计也随之进行变换。设计师决定在打造多样化的设计的同时，将色彩方案进
The design would be changed annually and could be put on beer glasses as well. 行限定。设计的手法多种多样，然而他们的意识形态相同，即打破传统风格，打造非传统的
The designers decided on making versatile design but limit it down to a single 啤酒标签。该理念同时也为很多设计师提供了展示自己创意的平台。
colour graphics. The approach was different, but they all shared the same ideology
about breaking out of the ordinary and making graphics that aren’t exactly typical
for beer bottle labelling. The concept also makes the brand a platform for other
graphic designers to show off their own design for design’s sake.

Production Date: 2010. Creative Director: Thorleifur Gunnar Gíslason / Geir 完成时间：2010 创意总监：拖雷夫·贡纳尔·吉斯拉森，盖尔·奥拉福森，希尔那·英欧
Olafsson / Hlynur Ingolfsson. Designer: Thorleifur Gunnar Gíslason / Geir Olafsson 尔松 设计师：拖雷夫·贡纳尔·吉斯拉森，盖尔·奥拉福森，希尔那·英欧尔松 摄影：
/ Hlynur Ingolfsson. Photography: Hellert. Nationality: Iceland. 赫勒特 国家：冰岛
 “Miller Preg-no Non-alcoholic Beer” “米勒可孕期饮用的无酒精啤酒”
The assignment was to design and package a non-alcoholic beer for Miller. The 该项目是专为米勒无酒精啤酒提供的设计和包装。“米勒可孕期饮用的无酒精啤酒” 以孕
name “Miller Preg-no” came from the idea to target towards pregnant women who 期喜欢饮用清爽型啤酒而不含酒精的妇女为市场主体。有了这种啤酒饮品，孕妇从此摆脱了
like the refreshing taste of beer but don’t want the alcohol because of the obvious. 因担心社交饮酒而足不出户的困扰。
Marketed towards pregnant women, it was intended for women to be able to go out 该系列啤酒属于纯天然饮品，其成分主要包括对胎儿和孕妇身体均有益的维生素和矿物质。
and have fun being social without feeling too much out of place. 孕妇知道饮用这类啤酒对自己身体大有裨益，将更会感受到它的美味。
The contents of the all-natural beer include vitamins and minerals that are healthy 独特品质的啤酒即要求有一个独树一帜的包装与之相得益彰。每个酒瓶盖的下方均设置了一
for the baby and the mother. It lets the mother feel better about drinking the non - 个宝宝的名字，该设计将为孕妇在孩子出生之前起名字提供灵感。蓝色代表男孩的名字，粉
alcoholic beer knowing that it is good for her. 色则代表女孩的名字，棕褐色则代表了男女皆为适用。由于孕妇在社交中饮用含酒精啤酒很
Because this is an exclusive beer, the packaging was meant to be exclusive as well. 容易受到非议，因此，该产品的酒瓶下方明确标注了“100%无酒精。放心饮用”。标签设计
Under each bottle cap are different baby names that can help the mother decide 十分醒目。
on a name before the baby is born. They are marked in blue for boy names, pink for 外部包装的一侧解释酒瓶开启的方式，啤酒的前端介绍啤酒及其成分。为配合啤酒的主题，
girl names, or tan for unisex names. Because it is socially looked down upon to drink 六个装被命名为“六胞胎”。
alcohol while pregnant, a label underneath the bottle says “100% Non-Alcoholic.
Quit Judging.” This appears whenever a drink is taken and the bottom of the bottle
can be seen.
The exterior packaging explains the bottle caps on the side, while the front explains
the beer and its intent. To go along with the theme of the beer, the six-pack is labeled
as “sextuplets”.

Production Date: 2010. Creative Director: Zac Jacobson. Designer: Zac Jacobson. 完成时间：2010年 创意总监：扎克·雅各布森 设计师：扎克·雅各布森 客户：米勒啤
Client: Miller. Photography: Zac Jacobson. Nationality: USA. 酒 摄影：扎克·雅各布森 国家：美国
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Db Export Limited Edition

Quart Twin Pack DB出口限量版夸脱双包装
As part of the re-launch of the Export beer brands, Dow Design was asked to design Dow设计工作室受邀为出口啤酒品牌限量版产品提供品牌的重新设计。该品牌由新西兰著名
a limited edition of the original DB Export Beer. Developed in the 1960s by the 啤酒商莫顿·库茨在20世纪60年代开发，设计的目的是围绕DB出口的起源讲述一个真实的故
famous New Zealand brewer Morton Coutts, the objective was to create an authentic 事，并使之与啤酒的历史渊源建立起可信的衔接，从而强化该品牌的阳刚之气。
story around the origins of DB Export and a credible link to the historic beer while 莫顿·库茨曾经这样说到：“让男人和极品啤酒亲密无间。”这一限量版包装巧妙地唤起了
enhancing the brand’s masculinity. 过去的时代，并与当代DB啤酒家族进行衔接。传统的棕色纸盒包装使人轻松回忆起库茨从建
Morton Coutts once said “let nothing come between a man and a great beer” and 立品牌直至不断发展壮大的艰难历程。啤酒的标签设计保留了设计的独特性，金色标签为设
this limited edition pack evokes a bygone era, yet links with the modern DB beer 计增添了些微的时尚气息。匠心独运的夸脱瓶彰显出传统的特色。此外，包装还附赠了一个
family. The traditional brown card pack conjures up a time when men like Coutts 限量版的开瓶器，作为献给长期饮用该啤酒的消费者的礼物，消费者可以在饮完产品之后，
took on the establishment and the government to create a beer that would be a 将其作为礼物收藏。
world-class winner. This was a no nonsense time where men got things done.
The beer label itself remains true to the original, with a slight modern twist in the
gold label. The original quart bottle size adds to that traditional allure. Along with
the limited edition bottle opener, the package becomes a souvenir to remind the
owner of the quality and origins of DB Export long after the beer has been drunk.

Design Agency: Dow Design Ltd. Production Date: 2010. Creative Director: Donna 设计机构：Dow设计工作室 完成时间：2010年 创意总监：唐娜·麦克科特 设计师：维
McCort. Designer: Will Fletcher. Client: DB Breweries. Photography: Hellert. 尔·弗莱彻 客户：DB啤酒厂 摄影：赫勒特 国家：新西兰
Nationality: New Zealand.
 Osjecko Pivo (Beer of Osijek) 奥西耶克啤酒
Osječko Pivo is the brand which, thanks to its rebranding and redesign, united 奥西耶克啤酒品牌和包装的重新设计，巧妙地将传统元素和现代元素相结合。简约、干练、
traditional and modern elements. The simple, clean and minimalist design 抽象的设计体现了其形象的时尚和都市之感，而首个克罗地亚啤酒的传统也通过绘制在包装
embodies the modern and urban side of its image, while the tradition of the 上的啤酒厂盾形纹章完美展现出来。
first Croatian beer is shown through the brewery’s coat of arms pictured on the
packaging.

Design Agency: Brandoctor. Production Date: 2009. Art Director: Igor Manasteriotti. 设计机构：Brandoctor设计工作室 完成时间：2009年 艺术总监：伊戈尔·马奈斯特里奥
Designer: Mia Maric. Client: Osjecka Pivovara. Nationality: Croatia. 蒂 设计师：米娅·马里奇 客户：奥西耶克啤酒厂 国家：克罗地亚
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Cuervo Azt 金快活酒

In the year 2010, Mexico celebrated its 200th anniversary as independent country; 在2010年，墨西哥庆祝国家独立200周年之际，墨西哥豪帅金快活龙舌兰酒厂委托CR84设计
the Tequila House Co. “Jose Cuervo” inspired by this special date, asked CR84 to 工作室为其限量版酒提供一个独特的标签设计，以纪念这一伟大的历史时刻。
develop a special label for a limited number of bottles commemorating this special 设计以一个古代世界中最具表现意义的几何图案之一为主题，这一几何图案被命名为“太阳
occasion. 石”（更称为阿兹特克日历）。阿兹特克人是最重要的人类文明之一，其居住的地方即是
This design is centred over a geometrical pattern depicting one of the most 现今的墨西哥地区，他们所使用的象征符号也是墨西哥身份和设想的一个公认的重要组成部
recognised shapes of the ancient world, “the sun stone” (better known as Aztec 分。
calendar). The Aztecs were one of the most important civilisations that lived in the
region now recognised as Mexico nowadays their symbols are an essential part of
the Mexican identity and imaginary.

Design Agency: CR84. Production Date: 2010. Designer: Cesar Gomez. Client: Jose 设计机构：CR84设计工作室 完成时间：2010年 设计师：塞萨尔·戈麦斯 客户：豪帅金
Cuervo (tequila House Co.) Nationality: Sweden. 快活龙舌兰酒公司（龙舌兰酒屋公司） 国家：瑞典
 Session Lager
A conceptual beer study specifically marketed towards
snowboarders. Extruded aluminium handles allow
easy opening, while the bottles can be worn under the
snow jacket, "suicide-bomber" style.

Designer: Jon Patterson. Photography: Jon Patterson.

Nationality: USA.

赛森淡啤酒
为滑雪爱好者特别设计的一款概念啤酒。挤压铝手柄便于开
启，酒瓶可以在风雪夹克下携带，具有鲜明的“自杀炸弹”
的风格。

设计师：乔恩·帕特森 摄影：乔恩·帕特森 国家：美国

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Kudos Beer 荣誉啤酒

An innovative approach to beer, brewed like an ale filtered like a lager, to create a 一种创新型啤酒，既像过滤后的麦芽酒，又像淡啤酒，产品高端，品质保证。
unique high-end product. 简约的外观吸引更多“伦敦吧”消费者的关注，个性鲜明、与众不同。
Minimal in approach to appeal to a "London-bar" audience and distinctly different
to sell the uniqueness of the beer.

Design Agency: Ryan Martin Design. Production Date: 2010. Designer: Ryan 设计机构：瑞安·马丁设计工作室 完成时间：2010年 设计师：瑞安·马丁 客户：
Martin. Client: Green Room Ales / Kudos Beer. Nationality: UK. Green Room Ales公司，荣誉啤酒 国家：英国
 Real Mccoy
The brief was to update the brand, increase standout,
recall, quality cues and reflect the story of Bill McCoy.
Reducing the size of "Real" and increasing the size
of "McCoy" created more of a focus on the name
and more cut-through on shelf. Textural quality was
created by deliberately making the mandatories
reflect customs and duty stamps. The design had to
be simple, strong and flexible as it was applied to a
number of other packages.

Creative Director: Tony Ibbotson. Designer: Tony

Ibbotson . Client: Diageo . Photography: Tony
Ibbotson. Nationality: Australia.

纯威士忌酒
设计的理念是完成对品牌的更新，使之独树一帜，彰显比
尔·麦考伊的历史和品质。缩小“Real”一词的比例，突出
“McCoy”一词，使产品在货架上更为醒目。特别定制的海
关和关税图章彰显出独特的结构美感。设计简约、醒目、灵
活，适用于其他包装。

创意总监：托尼·伊博森 设计师：托尼·伊博森 客户：

迪阿吉奥公司 摄影：托尼·伊博森 国家：澳大利亚
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Landshark Lager Landshark淡啤酒

When Jimmy Buffett’s brand went searchin to launch a refreshing beer in an island 多伊奇设计工作室为吉米·巴菲特品牌新推出的清爽啤酒提供的设计。金黄色的背景下一个
state of mind, DDW crafted a legendary rising fin against a sun-yellow background, 传奇的鱼鳍从水面上冉冉升起，与其品牌名称相得益彰，并彰显了该产品作为玛格丽塔维尔
which anchored LandShark Lager as a proprietary beverage for Margaritaville 咖啡厅、零售点、佛罗里达州LandShark体育场等地专用饮料的独特身份。
cafes, retail locations, and LandShark Stadium in Florida.

Design Agency: Deutsch Design Works. Production Date: 2008. Art Director: 设计机构：多伊奇设计工作室 完成时间：2008年 艺术总监：麦克·国崎 设计师：南
Mike Kunisaki. Designer: Nancy Andre / Jess Giambroni / Lauren Barr. Client: 希·安德利，杰西·吉亚布罗尼，劳伦·巴尔 客户：玛格丽塔维尔酿造有限公司，百威英
Margaritaville Brewing Co. / Anheuser-Busch InBev. Nationality: USA. 博 国家：美国
 Swinckels Swinckels酒
The creative idea - the freshness seal - inspired the 3D touchpoints, from the font 独特的创意、新颖的密封模式为三维标识字体、玻璃容器等的设计带来了设计灵感。瓶身上
through to signage, glassware and pos. The bottle label doubles as a breakable seal 的标签扮演瓶盖和刷新品牌视觉效果的双重角色。
for the cap–a brand experience with a "fresh" perspective.

Design Agency: Design Bridge. Production Date: 2007. Creative Director: Claire 设计机构：Design Bridge设计工作室 完成时间：2007年 创意总监：克莱尔·帕克 设
Parker. Designer: Olof ten Hoorn. Client: Bavaria. Nationality: UK. 计师：奥洛夫·霍伦 客户：巴伐利亚公司 国家：英国
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Kirin 麒麟啤酒
In 2007 Lion Nathan established an innovation programme focused on exploring 2007年，Lion Nathan公司开发了一个新方案，以开发麒麟啤酒在澳大利亚市场上的地位为
the Kirin brand’s opportunity in the Australian market. The outcome was the 目的。最终的设计方案为该品牌增添了无限魅力，简约、纯粹的日式字体完美地彰显出该产
creation of something quite magical for the brand, a creative outcome defined by 品独特的加工过程和悠久的品牌历史。
the simplicity of authentic Japanese calligraphy designed to embody the unique
Kirin brewing process and brand heritage.

Design Agency: DiDONATO Partners. Production Date: 2008. Creative Director: Tim 设计机构：DiDONATO伙伴设计事务所 完成时间：2008年 创意总监：蒂姆·威尔逊 设
Wilson. Designer: Amber Bonney / Giosuè Prochilo. Calligraphy: Junko Azukawa. 计师：安布尔·邦尼，焦苏埃·普洛切里奥 书法设计：东川润子 客户：澳大利亚Lion
Client: Lion Nathan Australia. Nationality: Australia. Nathan公司 国家：澳大利亚
 Tooheys Extra Dry 5 Seeds 托斯“5颗种子”苹果酒
Launched in 2009, this was an innovation programme that saw the creation of a 该创意方案于2009年开始实施，旨在为拥有140多年酿酒历史的托斯品牌新推出的产品提供
new product born from the Tooheys family after over 140 years of beer brewing 设计。托斯“5颗种子”苹果酒的品牌识别和包装设计将带领饮酒者进行一次非凡的探索之
credentials! The Tooheys Extra Dry brand identity and packaging has been designed 旅——它能够激发人们的冒险精神和猎奇心，打破传统的分类常规。
to take the drinker on a journey of discovery - it evokes a sense of adventure and
mystique and breaks traditional category conventions.

Design Agency: DiDONATO Partners. Production Date: 2009. Creative Director: 设计机构：DiDONATO伙伴设计事务所 完成时间：2009年 创意总监：达米安·凯利 设计
Damian Kelly. Designer: Morice Kastoun. Client: Lion Nathan Australia. 师：莫里塞·卡斯图恩 客户：澳大利亚Lion Nathan公司 国家：澳大利亚
Nationality: Australia.
 Doss Blockos
The creative objective was to capture the brand essence through physical
packaging, logo and artwork derived from the story and product concept of Doss
Blockos. It needed to reflect the art, music and culture, capture the rawness of getting
by on the bare essentials and take inspiration from the arts culture imbedded in the
underground squat community of New York during the 1990's.

Design Agency: Big Dog Creative. Production Date: 2010. Creative Director:
Josh Lefers / Stephen Wools. Designer: Kane Marevich. Client: East 9th Brewing.
Photography: Conrad Bizjak. Nationality: Australia.

Doss Blockos 低纯度贮藏啤酒

创意的目的是通过物理包装、标识、插画的设计体现出品牌的精髓，其中插画的设计以Doss
Blockos历史和产品理念为主题。设计需要彰显出包装中所融入的艺术、音乐、文化元素，
并强调出瓶身包装的天然性，最终完美彰显出设计的灵感来源，即20世纪90年代的地铁蹲坐
团体中的艺术文化。

设计机构：Big Dog创作设计工作室 完成时间：2010年 创意总监：乔什·来福斯，斯蒂

芬·乌尔斯 设计师：凯恩·马莱维奇 客户：East 9th酿酒公司 摄影：康拉德·贝扎克
国家：澳大利亚

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 Beer Bottles 啤酒瓶
It's the design for a Swedish high quality beer label. The beer is produced in Sweden. 为瑞典一个高品质啤酒品牌设计的标签。该啤酒来自于瑞典。

Design Agency: Edholm Ullenius. Production Date: 2010. Creative Director: Sissi 设计机构：Edholm Ullenius设计工作室 完成时间：2010年 创意总监：茜茜·艾德霍尔
Edholm / Lisa Ullenius. Designer: Sissi Edholm / Lisa Ullenius. Client: Wicked Wine. 姆，丽莎·乌莱纽斯 设计师：茜茜·艾德霍尔姆，丽莎·乌莱纽斯 客户：Wicked Wine
Photography: Erika Lidén. Nationality: Sweden. 酿酒公司 摄影：埃里卡·利登 国家：瑞典
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Brahma Carnava–Limited Edition 大梵天嘉年华限量版啤酒

It’s a special edition for Brahma beer, reflecting the joy and fun of the carnival. 这是大梵天品牌啤酒的一个特别版，以体现狂欢节的喜悦和娱乐为主旨。在整个包装设计
In the layout, you can see feathers, masks and dancers, as icons of the event. The 中，人们将能够发现狂欢节活动中常见的羽毛、面具、舞者等元素。银色的环形结构将产品
sparkles that light makes in the can are an additional ingredient, caused by little 的轮廓进行完美地勾勒，使该罐装产品熠熠生辉。
silver circles around the silhouettes.

Design Agency: Pierini Partners. Production Date: 2011. Creative Director: Adrián 设计机构：Pierini伙伴设计公司 完成时间：2011年 创意总监：阿德里安·皮尔里尼
Pierini. Designer: Adrián Pierini. Client: Cervecería y Maltería Quilmes. Nationality: 设计师：阿德里安·皮尔里尼 客户：基尔梅斯啤酒厂 国家：阿根廷
Argentina.
 Brahma Chopp Limited Edition
Argentinean Northeast 大梵天生啤酒－阿根廷东北部限量版
It’s a special edition of Brahma beer, enhancing the best aspects of the Argentinean 这是大梵天品牌啤酒的一个特别版，以拓展阿根廷东北部市场为宗旨。醒目的平面设计，具
Northeast. In its high-impact graphic, a variety of emblematic figures are 有鲜明特征的人物形象以独特的方式进行重叠。彩色线条中隐约呈现出女人的笑脸、鱼、犀
superimposed in a stylised way. Many can be recognised between the colourful 鸟等形象，展现出自然之美以及节日中人们的喜悦之情。
lines, as a woman’s smile, a fish, a toucan, showing natural beauties, and the joy
and festivities of the people.

Design Agency: Pierini Partners. Production Date: 2010. Creative Director: Adrián 设计机构：Pierini伙伴设计公司 完成时间：2010年 创意总监：阿德里安·皮尔里尼
Pierini. Designer: Adrián Pierini. Client: Cervecería y Maltería Quilmes. Nationality: 设计师：阿德里安·皮尔里尼 客户：基尔梅斯啤酒厂 国家：阿根廷
Argentina.
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Back Label Back Label葡萄酒

With a very low price point of 5.99 dollar, Back Label competes in the cleanskin 仅售5.99美元的Back Label葡萄酒，凭借低廉的价格在市场上备受关注。该项目的设计方案
wines market. The solution works on two levels, both of which utilise the brand name. 包括两个层次，但都是对品牌名称加以利用。Back Label的正面标签进行倒置设计，旋转瓶
As a front label, Back Label appears backwards; however, when the bottle is rotated 身，该标签的文字即刻变成正向设置。
and the label becomes a back label, the brand name appears correctly.

Design Agency: Voice. Production Date: 2009. Designer: Anthony de Leo. Client: 设计机构：Voice设计工作室 完成时间：2009年 设计师：安东尼·德·里奥 客户：
Back Label Wines. Nationality: Australia. Back Label葡萄酒 国家：澳大利亚
 Massai 马赛酒
Design a commemorative wine bottle and its packaging that represents a particular 特别设计的一个纪念性葡萄酒瓶，其包装象征着一个特定的国家。在这种情况下，设计的灵
country. In this case the design was inspired by the African ethnic group Massai 感源自居住在肯尼亚的非洲种族群。
located in Kenya. 修长、深邃的酒瓶象征着马赛族的妇女。五颜六色的串珠项链完全采用手工制作，扮演主要
The tall, thin, dark bottle suited best the designer's way to symbolise the Massai 的装饰角色，传达出马赛部落独特的配饰之美。从标识的角度来说，设计师特别开发了一种
women. The colourful beaded necklace was handmade and used as the main 字体。该项目的难点所在是找到一个能够将酒瓶进行完美包装的竹筒。找到了竹筒，还需要
ornamentation, conveying the Massai Tribe's distinctive accessories. As for the 对竹筒的内部进行加工，构造出一个能够盛放酒瓶的凹槽以及盒盖。
logotype, a custom - made typography was developed by the designer. The toughest
task was to find a bamboo piece that could fit the bottle inside. Carpentry was
needed to remove the bamboos inner fill in order to create a cavity and to make the
lid.

Design Agency: Designbymar. Production Date: 2006. Designer: María del Mar 设计机构：Designbymar设计工作室 完成时间：2006年 设计师：玛丽亚·戴尔·玛
Reyes. Nationality: Mexico. 尔·雷耶斯 国家：墨西哥
 JAQK Cellars
JAQK Cellars is a collaboration between Hatch Design
founders and a renowned Napa Valley winemaker.
Named after the Jack, Ace, Queen, and King in a
deck of cards, it is a new wine company dedicated
to “play”. The packaging of all eight wines in the
inaugural offering evoke the allure and sophistication
of the world of gaming: High Roller, Soldiers of Fortune
(the Jacks), Black Clover (clubs), Pearl Handle (the
derringer that tamed the gambling saloons), 22 Black
(roulette), Bone Dance (dice), Her Majesty (the Queen),
and Charmed (the luckier the better).

Design Agency: Hatch Design. Production Date:

2008. Creative Director: Katie Jain / Joel Templin.
Designer: Joel Templin / Katie Jain / Eszter T. Clark /
Ryan Meis. Client: JAQK Cellars. Nationality: USA.

JAQK酒窖
JAQK酒窖作为一个著名的纳帕谷葡萄酒制造商多年来一直
与哈奇设计工作室进行合作。产品以扑克牌中的贵族、爱
司、王后、国王等命名，开创了葡萄酒命名“游戏化”的
先河。八种葡萄酒包装的上市彰显出游戏世界的魅力与
深邃，它们分别是赌圣、幸运战士（杰克）、黑苜蓿（梅
花）、珍珠手柄、黑美人（轮赌盘）、旋转的骰子、王
后、圣女。

设计机构：哈奇设计工作室 完成时间：2008年 创意总

180
监：凯蒂·吉恩，乔尔·滕普林 设计师：乔尔·滕普

181 林，凯蒂·杰恩，埃斯特·T.克拉克，瑞安·梅斯 客
户：JAQK酒窖公司 国家：美国
 Whitegates Winery
This brief was to design an identity and way of packaging wine for a new high - end
environmentally conscious winery. The idea is that all the bottles are produced the
same to reduce excess manufacturing and just print the tags. If the bottle is returned
there is a reduction of the next bottles price.

Design Agency: James McCarthy. Production Date: 2010. Creative Director: James
McCarthy. Art Director: James McCarthy. Designer: James McCarthy. Client:
Whitegates Winery. Photography: James McCarthy. Nationality: UK.

怀特盖特斯酒厂
设计的理念是为一个新型高端生态酿酒厂所生产的产品提供品牌和包装设计。所有的酒瓶均
采用统一的模式，以降低额外的加工成本，印刷采用直接印刷的方式。酒瓶的再次回收利用
能够直接降低下一批产品的价格。

设计机构：詹姆斯·麦卡锡 完成时间：2010年 创意总监：詹姆斯·麦卡锡 艺术总监：

詹姆斯·麦卡锡 设计师：詹姆斯·麦卡锡 客户：怀特盖特斯酒厂 摄影：詹姆斯·麦卡
锡 国家：英国

182

183
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Alexandre 亚历山大葡萄酒
Alexandre is a vintage port wine with its own name. The fact that each bottle was 亚历山大葡萄酒的年份与其名字一样久远。每个酒瓶上的标识均采用手工设计，风格独具，
signed by hand, gives to it an exclusive character, typical of wines that follow a long 传统的酒瓶设计细致、精湛。
maduration process in the bottle.

Design Agency: Box Design Studio. Production Date: 2010. Art Director: José 设计机构：箱体设计工作室 完成时间：2010年 艺术总监：乔斯·费尔南德斯 设计师：
Fernández. Designer: José Fernández / Enrique Raimúndez. Nationality: USA. 乔斯·费尔南德斯，恩里克·莱姆德兹 国家：美国
 Dom Henrique
Dom Henrique is a tawny port wine with a look very
closed to this city tradition, where the designers
wanted to pay tribute to the most characteristic figure
around port wines, and to the traditional way of
transporting wine in a boat called “rabelo” through the
waters of the Duero River.

Design Agency: Box Design Studio. Production Date:

2010. Art Direction: José Fernández. Designer: José
Fernández / Enrique Raimúndez. Nationality: USA.

海家恩里克
海家恩里克是一款黄褐色波尔图葡萄酒，其形态与这个城市
的传统非常接近，设计师希望在充分展现波尔图葡萄酒特色
的同时以传统的方式将葡萄酒装载到名为“雷贝洛”的船
上，穿越杜罗河水域。

设计机构：箱体设计工作室 完成时间：2010年 艺术总

监：乔斯·费尔南德斯 设计师：乔斯·费尔南德斯，恩里
克·莱姆德兹 国家：美国
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Fire Road 火线
The designers re-design an existing range of labels creating a more simplified 为原有的系列品牌产品提供重新包装设计，设计的主旨在于打造一个更为简约、现代的包
and contemporary solution. The labels, origins are based on a famous fire in the 装。标签的设计灵感源自马尔堡地区一次著名的大火，该大火在当地居民的奋力扑救下得以
Marlborough region that was bravely fought by local residents on a street now 熄灭，因此，当时的街道被称之为“火线”。标签采用粗体格式，独特的色彩方案和标签设
known as Fireroad. The designs needed to be bold, impactfull and driven by colour 计具有强大的视觉感染力。该品牌下共包括三种产品，设计较为灵活，能够适应未来产品扩
and story. There are currently three wines in the series but the designs must allow for 展的需要。
additions to be added over the coming years.

Production Date: 2010. Creative Director: Tony Ibbotson. Designer: Mayra 完成时间：2010年 创意总监：托尼·伊博森 设计师：梅拉·莫诺博 国家：澳大利亚
Monobe. Nationality: Australia.
 Marlborough Sun 马尔堡太阳
The design is to create a new series of wine labels from scratch. This is to include 为一个崭新的葡萄酒品牌提供的包装设计。设计包括命名方案、标识和标签设计。名称和标
naming, identity and label design. The name and label needed to take advantage 签需要充分彰显出马尔堡葡萄酒在全球的显赫地位。标签的设计能够真正地做到独树一帜，
of the high profile of Marlborough wines across the globe. It needed to have a clear 醒目抢眼，并不乏诙谐之感，同时能够构建一个主题。如果标签每年都能够重新进行设计，
point of difference from other labels, needed to standout on shelf, have a sense of 那么将会收到更多的关注目光，因为每个品种的葡萄都需要进行特殊的选择，因此每款产品
humour and most importantly create a talking point. If there was a way that the 的独特性也各异，这就要求设计能够充分彰显出这一点。
labels could reinvent themselves each year this would also be an advantage as the
grapes were specifically selected for each variety and need to display individual
characteristics.

Creative Director: Tony Ibbotson. Designer: Andi Yanto. Client: Marlborough Valley 创意总监：托尼·伊博森 设计师：安迪·严图 客户：马尔堡谷葡萄酒厂 国家：澳大利
Wines. Nationality: Australia. 亚
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The Wine Society 葡萄酒协会

The Wine Society wanted to upgrade its labels from something that was quite 葡萄酒协会希望能够对自己的标签进行更新，为普通的设计增添一丝品位，提升自身价值。
generic to something that added a little more value. The Society is competing 葡萄酒市场种类繁多，竞争激烈，因此，打造一个醒目的标签是产品销售的重要环节。该设
agains many different wineryies and it was important that the labels had good 计在彰显出产品的优秀品质的同时，将葡萄酒协会的悠久历史娓娓道来。标签的设计包括三
standout, reflected the quality and helped beging to tell the WS story. The labels 个层次，分别是价值范围、中央范围和一个更优质的高端范围。该系列产品中共包括30多种
needed to work across three tiers, a value range, a mid range and a more premium 不同的标签，每个标签在保持与整体和谐性的同时，确保自身在每个层面上的独立。
high - end range. There were over 30 different labels in the whole series so they 在为葡萄酒协会提供的设计过程中，最重要的问题是对装饰元素和外包装的考虑。这些标签
needed to feel like a group but also stand alone in their tier. 在强调出葡萄酒协会品牌的同时，彰显出各自的独特魅力。领结作为主要的视觉链接，因为
One of the most telling aspects of the society is how to dress and what to wear. These 其能够与一个团体、群体乃至一个标准建立其对话关系。领带是一个完整的价值层，领结则
labels have beed designed to firstly reflect and re-enforce the idea of "Society" but 被用于品质和储备层。每瓶葡萄酒的领带色彩和图案均富于变化。
also create individual personality and style for each wine. The tie was chosen as the
main visual link as it talked to the idea of a society or a group and a standard. A full
neck tie is used for the value tier and a bow tie is used for the premium and reserve
tier. Each tie has a change of colour and image for each wine.

Creative Director: Tony Ibbotson. Designer: Tony Ibbotson. Client: The Wine 创意总监：托尼·伊博森 设计师：托尼·伊博森 客户：葡萄酒协会 国家：澳大利亚
Society. Nationality: Australia.
 Wishbone 威什伯恩葡萄酒
The design is to create a simple and distinctive wine label for the Wishbone brand 为新西兰马尔堡的威什伯恩葡萄酒品牌打造的独特标签。这是一个主流的葡萄酒，在世界众
out of wine out of Marlborough in New Zealand. It is a mainstream wine that needed 多品牌云集的市场上可谓一枝独秀。
to be remembered from the 1000’s of labels on shelves throughout the world. 标签简约、干练。二个Y字型在标签的中央形成了一个巨大的“W”字样，轻松打造了一个视
The label is simple and clean. Two wishbones form a large W in the centre of the 觉焦点，使人回味无穷。一个特殊黏合剂标签撕条被设置在前端，移除方便——因此，揭开
label; this creates a unique focal point and is memorable. A special adhesive Y字型部分，消费者将可能会在标签的下方收到“再来一瓶”的意外惊喜。
label tear section is placed into the front side that can be removed–thus breaking
the wishbone; under this label the consumer is encouraged to keep the tab, make
another wish and with a bit of luck find another bottle.

Creative Director: Tony Ibbotson. Designer: Mayra Monobe. Client: The Creative 创意总监：托尼·伊博森 设计师：梅拉·莫诺博 客户：创意程序设计工作室 国家：澳
Method. Nationality: Australia. 大利亚
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Blossa 10 布鲁沙威酒10系列
Blossa annual edition is an important member of the Blossa family. It is launched 布鲁沙威酒年度版是该品牌家族中一个重要的成员。该系列每年推出一个全新的香型和设
every year with a new flavour and design. The aim of the vintage mulled wine is 计，旨在热葡萄酒销售旺季到来之际提前抢占市场大量份额。该设计需要能够体现每年香型
to generate awareness of Blossa ahead of the mulled wine season and drive sales 的精髓，并真正做到独树一帜、精致、迷人。
across the whole range. The design needs to capture the essence of the year’s flavour 该系列产品的包装瓶与布鲁沙威品牌其他产品相比略微短小和圆润。包装瓶的形态多年来一
and be unique and alluring. 直保持一致，色彩和字体每年不断变换以体现设计和香型的改进。今年的香型为藏红花，因
The solution was a bottle that was shorter and rounder than other Blossa products. 此色调选用了金色。金色能够与圣诞节的节日气氛相得益彰：金色的藏红花是该系列产品中
The shape of the bottle is kept from year to year, with the colours and typography 最为醒目、独特的一只。罗马字母“X”象征着号码“10”，同时也寓意“节日”。
changing to reflect that particular year’s design and flavour. This year's flavour is
saffron and the bottle's colour is gold. Gold is an iconic colour that reflects the festive
nature of Christmas as well as the taste: saffron with its golden colour is one of the
most exclusive of all the spices. The Roman X is used as a symbol for the number 10,
but is also a hint at the English X-mas.

Designer Agency: BVD. Production Date: 2003–2010. Design Director: Catrin 设计机构：BVD设计工作室 完成时间：2003-2010年 设计总监：卡特琳·维戈耐马克，苏
Vagnemark / Susanna Nygren Barrett. Designer: Sofia Ekvall. Client: Pernod 珊娜·尼格伦·巴雷特 设计师：索菲亚·埃克维尔 客户：北欧保乐力加，V＆S集团 国
Ricard Nordic, V&S Group. Nationality: Sweden. 家：瑞典
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Blossa Lingonberry
and Blossa Orange Light Mulled Wine Blossa越橘与柑橘清淡型热葡萄酒
The challenge was to further develop Blossa following the successes of their annual 设计的挑战是在Blossa品牌年度版热葡萄酒产品大获成功之后，以同样的设计理念为其品牌
edition mulled wine and create an innovative light mulled wine in the same spirit, 下的清淡型热葡萄酒打造一个独特的包装，为消费者的日常购物开辟一个新天地。
in order to break new ground in consumers’ daily shopping. 酒瓶的外观优雅、高贵，匠心独运的平面设计更为其增添了无限魅力，该产品在普通的食品
The solution was to create bottles with an elegant silhouette and graphic expression 店中均能够买到。独特的形态能够在拥挤的食品工业市场上脱颖而出，并确保自身醒目，易
which makes them worthy representatives on any drinks tray, and they can also be 懂、迷人。
purchased in normal food stores. The shape differentiates itself from others in the
hectic environment of the food market industry and ensures the mulled wine is easy
to find, easy to understand and easy to love.

Design Agency: BVD. Production Date: 2009. Creative Director: Catrin Vagnemark. 设计机构：BVD设计工作室 完成时间：2009年 创意总监：卡特琳·维戈耐马克 设计总
Design Director: Susanna Nygren Barrett. Art Director: Rikard Ahlberg. Designer: 监：苏珊娜·尼格伦·巴雷特 艺术总监：里卡德·艾尔博格 设计师：米亚·黑肯斯科杰
Mia Heijkenskjöld / Johan Andersson. Client: Per nod Ricard, V&S Group. 尔德，约翰·安特森 客户：保乐力加，V＆S集团 国家：瑞典
Nationality: Sweden.
 Nocturnalis
Designer Marcel Buerkle developed this red and white
wine range with a black & white, day & night, sun &
moon concept with astrological symbols in a symbolic
solar system. The number 24365 stands for 24 hours
a day, 365 days a year. The “D” and “N” on the labels
will be embossed and the boxes will have a check UV
varnished pattern. The concept and elegant design
makes for great shelf impact.
To some wine lovers, the difference between white
and red wines is one of night and day. Designer
Marcel Buerkle created a series of packaging for two
wines, a Cabernet Sauvignon and a Sauvignon Blanc,
that represent the dynamic nature of the fermented
grape. His Nocturnalis and Durinalis wine packaging
designs are inspired by the moon and the sun and the
movement of the earth between them. Their courses
throughout the skies are documented on these labels,
giving a starry sense of wonder for what awaits those
who pop these corks.

Design Agency: Circum Punkt Design. Production

Date: 2011. Designer: Marcel Buerkle. Nationality:
South Africa.

Nocturnalis葡萄酒
设计师马赛尔·布埃克尔为这款红、白葡萄酒特别开发了
黑、白色调，象征着白天和夜晚，太阳和月亮，巧妙地利用
太阳系象征符号中的占星符号。数字“24365”代表一年中
的365天，一天中的24小时。标签上的字母“D” 和 “N”
采用浮雕式设计，包装盒上设置了一个紫外线验证图案。
独树一帜的设计和优雅的风格在货架上形成了强烈的视觉效
果。
“对于一些葡萄酒爱好者来说，白、红葡萄酒之间的区别如
同夜晚和白天之间的不同。设计师马赛尔·布埃克尔为这
两种葡萄酒打造了一系列的包装，卡百内红葡萄酒和白苏
维浓白葡萄酒代表着葡萄酿造的动态。“Nocturnalis”与
“Durinalis” 葡萄酒的包装设计灵感源自月亮、太阳以及
地球之间的运动。它们在天体中的轨道被巧妙地运用到标签
的设计当中，在人们打开瓶塞的瞬间营造出繁星满天的视觉
效果。

设计机构：Circum Punkt设计工作室 完成时间：2011年

设计师：马塞尔·布埃克尔 国家：南非
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Yellow+Blue Wines 黄+蓝葡萄酒，味道好，又环保

Yellow+Blue, when you mix the two together, you get green - as in environmentally 黄色与蓝色混合在一起即变成了绿色——象征着环保意识、前瞻性思维以及积极的变化。
conscious, forward thinking and committed to positive change. 连锁的两个圆圈代表着太阳、水与地球元素。统一的字体最终造就了Y+B标识。
The two interlocking circles represent: The elements sun, water and earth. Unified the 设计师以Y+B的品牌故事为设计理念，重点体现出该葡萄酒的优质以及品牌创始人和董事的
letterforms become the Y+B mark. 签名。字体呈竖向排列，旨在打造强烈的视觉效果。品牌重塑的设计包括对标识、包装、幻
The designers developed packaging that tells the Y+B story. A quality wine made by 灯片、市场推广及宣传材料、公司文具、衬衫以及网站的设计。
artisans and signed by the Founder & President. Wine descriptors and factoids wrap
around the eco-friendly carton. The type grows up vertically to create visual impact.
Re-Branding included Logo, Packaging, POP, Marketing & Promotional Materials,
Corporate Stationary, T shirts and Web Site.

Design Agency: Spear Design Group. Production Date: 2010. Creative Director: 设计机构：斯皮尔设计集团 完成时间：2010年 创意总监：菲奥娜·斯皮尔 设计师：菲
Fiona Spear. Designer: Fiona Spear. Client: J. Soif, Inc. Photography: Geoff Spear. 奥娜·斯皮尔 客户：J. Soif公司 摄影：杰夫·斯皮尔 国家：美国
Nationality: USA.
 Good Wine Company 美酒佳葡萄酒公司
The designers were approached by the Good Wine Company who wanted a 爱尘设计工作室受美酒佳葡萄酒公司的委托为其提供一个全面的葡萄酒瓶设计理念。客户要
completely new concept to their wine bottle designs. The client asked the designers 求设计师为其新推出的产品进行品牌重塑，以新颖、简洁的形象彰显出该公司的有机化和纯
to rebrand their new range of organic, and wanted a fresh, clean graphic to 天然加工理念。设计师还特别设计了包装纸盒，纸盒的材料全部来自纯再循环物料，完美地
reflect the company’s organic and natural ethos. The designers also designed and 彰显出该产品的可持续性和公司的环保理念。
produced exclusive box packing, made from 100% recycled stock to reinforce the
sustainable nature of the product and the company.

Design Agency: ilovedust. Production Date: 2010. Nationality: UK. 设计机构：爱尘设计工作室 完成时间：2010年 国家：英国
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ºn Italian Wine °n意大利葡萄酒

After becoming very interested in wine, the designers designed these conceptual 在对葡萄酒产生了浓厚的兴趣之后，设计师在就读于罗马的同时，以意大利著名的葡萄酒产
bottles based on the famous wine regions of Italy, while studying in Rome. The wine 区为背景，特别设计了这些概念式葡萄酒瓶。该葡萄酒的标签以意大利的纬度及其著名的葡
labels are based on the longitudes of Italy and its famous wine regions. Depending 萄酒产区为设计基础。设计师根据地区的地理纬度，将葡萄酒产区和数字标识以及标明其位
on the degrees north, the wine region was associated with a numerical logo and 置的地形图完美地结合在一起。
topographic map of its location in the country.

Design Agency: Rob Schellenberg. Production Date: 2009. Designer: Rob 设计机构：罗布·施伦贝格 完成时间：2009年 设计师：罗布·施伦贝格 摄影：罗
Schellenberg. Photography: Rob Schellenberg. Nationality: USA. 布·施伦贝格 国家：美国
 Sunboom Wine Sunboom葡萄酒
The main idea that grapes for this wine grow in very solar district. 设计的理念是突出该葡萄酒的产品位于热带地区的特点。
Wine has absorbed solar beams that its taste became similar to a sunstroke. 葡萄酒因吸收了大量的太阳光，因此品尝起来拥有一种太阳的味道。
Manufacturers of this wine have invited famous writers to try wine and describe their 该葡萄酒的生产商邀请著名作家对其产品进行阐释并描绘出他们的感觉和思想。这些文字描
sensations and thoughts. All their notes have been transferred on bottles without 述在不做任何修改的情况下被转移到了包装酒瓶之上。
changes.

Design Agency: Nadie Parshina Studio. Production Date: 2008. Designer: Nadie 设计机构：耐迪亚·帕辛那设计工作室 完成时间：2008年 设计师：耐迪亚·帕辛那 国
Parshina. Nationality: Russia. 家：俄罗斯
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Paul Sapin Paul Sapin葡萄酒

When Paul Sapin launched their series of wine, white, red and rosé, in PET-bottles the 在Paul Sapin品牌推出其白葡萄酒、红葡萄酒和玫瑰葡萄酒之时，聚酯包装瓶的设计并未获
awaited success did not occur – although reviews were good. What was the 得应有的成功，尽管评价不错，那么，问题出在哪呢？
problem? 纽梅斯特战略设计工作室受邀为该包装进行重新设计。“简约”是该设计的主要理念。运用
Neumeister was approached to take a look at the packaging design. 现代的手法进行传统的设计，以体现新旧之间的碰撞，正如同该产品的设计；这款以传统方
“Easy to go”, is the main idea. Classic design with a modern approach. Old meets 式加工的传统法国葡萄酒，将在一个崭新的包装理念下焕发出非凡的光辉。旋转的标签是该
new, in the same way as the product; traditional French wine, produced in a 设计的亮点所在。
traditional way, but with a whole new packaging concept. And the twisted label as
an eye cather.

Design Agency: Neumeister Strategic Design AB. Production Date: 2010. Designer: 设计机构：纽梅斯特战略设计工作室 完成时间：2010年 设计师：彼得·纽梅斯特，托比
Peter Neumeister / Tobias Andersson. Client: NIGABc. Nationality: USA. 亚斯·安德森 客户：NIGABc公司 国家：美国
 Pioneer Block Packaging 先锋区包装
A unique hand - crafted series of wine labels to reflect a hand - crafted pioneering 这个独特、精致的手工制作系列葡萄酒标签完美展现了葡萄选择和酿造的先锋特质。
nature used in the grape selection and winemaking. 圣·克莱尔先锋区的标签是优质葡萄酒设计的一次完美尝试。一系列造型独特的葡萄酒标签
The Saint Clair Pioneer Block labels are an experimental selection of premium 充分展现了“先锋”的精髓、手工制作的影响力以及该品牌的历史和独特魅力。一系列手工
wines. A series of unique wine labels are created showing a "pioneering" spirit, 印刷的图章在一个自然色的锯齿状标签上分外醒目。不同的图章出现在不同的位置代表着不
hand - crafted influence, history and individual personality. The solution is a series 同的种类。每个字体的布局最后定稿后，相应地伴随图章设计、墨汁涂染、扫描和最终完成
of handmade typographic stamps placed onto a natural colour serrated stock. A 等步骤。手写的“先锋区”标识在采用毛笔书写而成之后扫描到最终作品之上。
different stamp placed in a different position denotes the various varieties. Each type
layout is finalised and a rubber stamp is made; this is then inked, stamped, scanned
and placed back onto the final label. The Pioneer Block writing is hand generated
by brush and scanned into the final artwork.

Design Agency: The Creative Method. Production Date: 2006. Creative Director: 设计机构：创意程序设计工作室 完成时间：2006年 创意总监：托尼·伊博森 艺术总
Tony Ibbotson. Art Director: Tony Ibbotson. Designer: Tony Ibbotson. Client: Saint 监：托尼·伊博森 设计师：托尼·伊博森 客户：圣·克莱尔家族资产集团 国家：澳大
Clair Family Estate. Nationality: Australia. 利亚
 Charles le Chat
The brief was to make an expensive premium wine.
The idea was to make a modern and simple label
instead of a traditional classic label design. The cubes
symbolised wine grapes to get a modern feeling. The
designer also made a tin can to go with the bottle to
get that luxury feeling.

Pr oduction Date: 2010. Designer: Victor Eide.

Photography: Victor Eide. Nationality: Sweden.

Charles le Chat葡萄酒
设计的理念是全力打造一个高端的葡萄酒品牌。设计师意
在构造一个时尚而简约的标签以取代传统的标签设计。立
方体作为葡萄的象征，具有极强的现代之感。设计师还特
别设计了一个锡罐为葡萄酒提供安全的盛放空间，并彰显
奢华、高贵之感。

完成时间：2010年 设计师：维克多·艾德 摄影：维

克·多艾德 国家：瑞典

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 Ciulla 2008 Holiday Wine Bottle:
Self Promotion...la La La 休拉设计协会假日葡萄酒瓶设计：自我推销（啦啦啦）
The wine label design combines festive graphics and typography along with 该葡萄酒的标签设计将节日图案和印刷工艺与巧妙的语言相结合，以展现设计师对客户和合
wordplay to extend holiday wishes to the valued clients and partners. The CIULLA 作伙伴的节日问候。休拉设计协会在品牌名称的基础上将广为流传的假日颂歌－Fa la la
“brand name” becomes an extension of the holiday greeting as a widely known la la la la la la改成CIULLA La La La，打造了一个充满节日喜悦气氛的葡萄酒瓶。
holiday carol’s refrain: “Fa la la la la la la la la” changes to “CIULLA La La La”
resulting in a bottle of holiday cheer.

Design Agency: CIULLA ASSOC. Production Date: 2008. Creative Director: Sam J. 设计机构：休拉设计协会 完成时间：2008年 创意总监：山姆·J. 休拉 设计师：雪
Ciulla. Designer: Shelley Scheer. Client: CIULLA ASSOC self promotion. Nationality: 莱·舒尔 客户：休拉设计协会自我宣传作品 国家：美国
USA.
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Ciulla 2009 Holiday Wine Bottle:

Self Promotion...wreath 休拉2009年假日葡萄酒瓶设计：自我宣传项目－花环
The unique wreath illustration made up of a fine filigree pattern conjures up the 由金银丝制成的独特的花环插画令人自然地联想起清雪飘落在地面的轻盈或窗户上活跃的窗
lightness and delicate nature of fresh fallen snow or frost on window. The Ciulla 花。休拉品牌标志被簇拥在花环的中央，下方设有“Salute”字样。该品牌标志以古老的神
brand mark is centred in the wreath with “Salute” positioned below. The brand mark 话符号为设计基础，象征着西西里岛地区，而“Salute”一词则在意大利语中有祝福健康和
is based on an ancient mythological symbol representing the region of Sicily and 安乐之意。以一个意大利风格的葡萄酒瓶向客户致以节日的问候。
“Salute” is the Italian toast for health and well being. Extending holiday greetings to
the clients in a most Italian way... with a bottle of wine!

Design Agency: CIULLA ASSOC. Production Date: 2008. Creative Director: Sam J. 设计机构：休拉协会 完成时间：2008年 创意总监：赛姆·J. 休拉 设计师：雪莱·舒
Ciulla. Designer: Shelley Scheer. Client: CIULLA ASSOC self promotion. Nationality: 尔 客户：休拉协会自我宣传项目 国家：美国
USA.
 Fritz Muller
Fritz Müller - the name is a cheeky referral to what the
bottle contains: a sparkling wine (frizzante) made from
Müller-Thurgau grapes.
Fa m o u s f o r f a c e l e s s b u l k c o m m o d i t i e s , t h i s
traditional German grape doesn’t exactly excite wine
connoisseurs. But the designers have rediscovered
its best attributes: refreshing fruit and lightness. Well-
dressed at a fair price, “Fritz” stands for good, honest,
drinking pleasure.
The label contributes to the product’s success thanks to
its high recognition value. It expresses the designers’
philosophy of returning to the authentic quality of
regional products, to the roots of German culture and
aesthetics in a light and humorous way.
The name and the design unite to form a memorable
and incisive brand profile.

Design Agency: Schmidt / Thurner / Von Keisenberg

Büro Für Visuelle. Production Date: 2010. Creative
Director: Timo Thur ner. Designer: Timo Thur ner.
Client: Fritz Müller verperlt GmbH. Photography: Anja
Prestel. Nationality: Germany.

弗里茨·缪勒葡萄酒
弗里茨·缪勒这个名字顽皮地道出了该酒瓶中的葡萄酒特
质，即以图尔高州缪勒地区的葡萄为原料而制成的含汽葡萄
酒。
这个传统设计的散装商品常常被葡萄酒爱好者所忽视。设计
师在对产品进行研究之后挖掘出其清爽的水果香型和轻盈的
特点。精美的设计自然能够提升产品的价值。“Fritz”象
征着美好、可信、爽口之意。
醒目而独特的标签设计极大地推动了产品的成功。该标签完
美展现了设计师还原地方产品纯粹品质的设计哲学，植根于
德国文化之中，并以轻盈、幽默的方式诠释设计之美。
名称和设计完美结合，共同打造了一个难忘、深刻的品牌轮
廓。

设计机构：施密特&特纳&凯森博格视觉设计工作室 完成时
间：2010年 创意总监：蒂莫·特纳 设计师：蒂莫·特纳
客户：弗里茨·缪勒有限公司 摄影：安雅·普雷斯特 国
家：德国
 Malondro Wines
Malondro Wines its a client based in Spain. The project is a redesign of the brand in
order to make it more competive in the world of winery. The designers maintained
the logo and built the main idea of the product and where it comes from. The
main idea of the project was to let the wine express itself. The designers did the
illustrations with actual wine and after a digital process included them on the
tags. There are two main divisions: the younger and the old wine. The younger
wines will be Xabec, Besllum and Latria. The type of illustration is contemporary
and appealing to a younger audiences. The old wines ( Malondro Blanc, Red
and Coelum) illustrates places where the wine it produced. The Winery its really
small and the designers wanted to let the place and the origin be one of the main
elements of this project.

Design Agency: Gworkshop. Production Date: 2010. Creative Director: José

Luis García Eguiguren. Designer: José Luis García Eguiguren. Client: Malondro.
Nationality: Spain.

Malondro葡萄酒
Malondro葡萄酒是一位来自西班牙的客户。该项目的设计目的在于完成品牌的重塑，增强其
在国际市场上的竞争力。设计师保留了原有的标识形象，并为产品及其出处构建了主要的理
念。该项目的主要设计理念是令产品“自己展现自己”。设计师在插画的设计过程中，首先
以真正的葡萄酒为背景，随后将其进行数码操作后移动到标签之上。该系列产品包括两个大
型的分支，即年轻款和年长款的两种。年轻款葡萄酒包括Xabec, Besllum 和Latria三种。
该系列产品的插画较为时尚、迷人，以年轻人为消费主体。年长款葡萄酒包括Malondro白葡
萄酒、红葡萄酒和Coelum三种。该系列产品的插画鲜明地阐释了该葡萄酒的加工地点。由于
这个酿酒厂规模较小，因此设计师希望能够将地点和出处成为该项目的主要元素。

设计机构：Gworkshop设计工作室 完成时间：2010年 创意总监：何塞·路易斯·加西

204
亚·爱圭格林 设计师：何塞·路易斯·加西亚·爱圭格林 客户：Malondro葡萄酒公司

205 国家：西班牙
 Dashe Cellars Wine
It is an imagined brand redesign for Dashe Cellars
began with their distinctive label. St ylistically
the monkey and fish represent husband and wife
winemaking team creating complex wines from
top vineyards throughout Sonoma county. While the
design vision combined elegance with playfulness,
the final illustration helped to elevate the brand and
preserve the story behind their wines.

Pr oduction Date: 2010. Designer: Jenny Pan.

Illustrator: Richard Perez. Client: Academic.
Photography: Jenny Pan. Nationality: USA.

大社酒窖
这是为一个虚构的大社酒窖品牌提供的标签设计项目。猴子
和鱼象征着由丈夫和妻子构成的葡萄酒加工团队，展现由
葡萄园的种植到遍及整个索诺玛县销售的过程。设计风格集
优雅和风趣于一体。最终的插画设计极大地提升了品牌的发
展，并对葡萄酒背后的故事进行了宣传。

完成时间：2010年 设计师：珍妮·潘 插画师：理查

德·佩雷斯 客户：学术研究 摄影：珍妮·潘 国家：美
国
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Angelini Design
Christmas Limited Edition 2010 Angelini设计工作室2010年圣诞限量版设计
Black, bright silver and copper red. Matt coated paper with a textured feel and 魅惑黑色、明亮银色和红铜色与亚光涂布纸完美搭配，彰显出极强的质感和金色气息，令这
metallic colours for three limited edition labels dedicated to wines brimming with 三个限量版标签散发出勃勃生机。清新的“巴贝拉”、大方的“内比奥罗”、尊贵的“巴罗
character by a young and talented producer. The fresh Barbera, the generous 洛”葡萄酒酒瓶上所采用的字体均来自特殊定制。纯粹的几何形字母以粗体的形式呈竖向排
Nebbiolo and the more aristocratic Barolo are clad with a wise play of “custom 列，营造出精致、复古之感。一个特殊字体设计的练习版经过修改之后被集中到一起之后，
typography”. Pure geometric lettering on vertical labels with a bold vintage décor 以叠加的方式形成了一个连续的标志系统，作为强调出每种葡萄酒香型的特殊标志。尽管每
effect and a vaguely retro charm. An exercise of customized typography design that 一款的设计各有不同，但却在统一的理念和传达精髓的链接下实现完美地融合。Angelini设
rewrites and assembles the letters one on top of the other to build a consistent system 计工作室从西蒙娜·世凯勒塔酿酒厂中精心挑选出葡萄酒和客户一起庆祝圣诞节的到来，该
of symbols which markedly emphasises the bold flavour of each wine. Each one 葡萄酒具有完美的纯天然气息，其原产区位于兰加地区的坡地之上。
different, yet all united by the same force and efficacy of communication. Angelini
Design picked Simone Scaletta's wines to celebrate Christmas with its customers
with the thrilling natural vitality of its fine wines from the soft Langa hill slopes.

Design Agency: Angelini Design. Production Date: 2010. Creative Director: 设计机构：Angelini设计工作室 完成时间：2010年 创意总监：安德烈·因迪尼 设计
Andrea Indini. Designer: Andrea Indini. Client: Simone Scaletta - Angelini Design. 师：安德烈·因迪尼 客户：西蒙娜·世凯勒塔酿酒厂－Angelini设计工作室 国家：意大
Nationality: Italy. 利
 Women’ Secret Sun Care Products
Just in time for summer, Women’ Secret has launched a line of sun care products. An
extension of the label’s w’eau, the line features three products: sun lotion, after-sun
cream, and facial sun cream. The designers have designed the packaging for the
set, using clear, minimal graphics and color so that nothing gets in the way of your
rays.

Design Agency: Basedesign. Production Date: 2010. Client: Women’ Secret.

Nationality: Spain.

女子秘密防晒用品
时值夏日，女子秘密公司全新推出了一个防晒系列用品。这款名为w’eau的系列产品分为防
晒乳、晒后乳液和面部防晒霜三种。设计师为该系列产品提供的设计以干练、简约的图案和
色调为基础，暗示将为用户的皮肤提供全面、细致的保护。

设计机构：基地设计工作室 完成时间：2010年 客户：女子秘密化妆品公司 国家：西班

牙
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Amala 阿玛拉护肤品
Amala is a new line of organic skincare products designed primarily for spas, salons 阿玛拉护肤品是一种新型的有机护肤系列产品，主要以水疗馆、沙龙以及高端百货商场为销
and high-end department stores. Liska worked with Amala to define the brand and 售主体。利斯卡设计公司与阿玛拉品牌一同合作为品牌进行完善和改进，并为产品的配送和
design everything that touched the distribution and end consumer. From literature 终端消费者提供设计。无论是文献设计还是环保包装又或者是培训材料，每一个设计都为打
to environment-friendly packaging to training materials, Liska carefully controlled 造阿玛拉品牌体验发挥了重要的作用。
every design aspect to establish the Amala brand experience

Design Agency: Liska+Associates. Production Date: 2008. Creative Director: Tanya 设计机构：利斯卡联合公司 完成时间：2008年 创意总监：坦亚·奎克 设计师：洁
Quick. Designer: Jenn Cash. Client: Amala. Nationality: USA. 恩·凯什 客户：阿玛拉护肤品公司 国家：美国
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Omnia Botanica 欧姆尼亚－博塔尼卡护肤品

Omnia Botanica is an Italian beautz brand that looked for talented designers 欧姆尼亚－博塔尼卡护肤品是意大利美容品牌之一，他们希望能够获得创意设计师的帮助，
on BOOTB for a new packaging and ID. This was the submission for the range of 以实现新型产品包装和标识的打造。该项目是Bürocratik设计工作室为其量身打造的一个天
products with a nature flavour. 然香型系列产品设计。

Design Agency: Bürocratik Design. Production Date: 2008. Creative Director: 设计机构：Bürocratik设计工作室 完成时间：2008年 创意总监：阿德里亚诺·艾斯蒂文
Adriano Esteves. Art Director:Adriano Esteves. Designer: Adriano Esteves / Ana 斯 艺术总监：阿德里亚诺·艾斯蒂文斯 设计师：阿德里亚诺·艾斯蒂文斯，安娜·卡玛
Camacho. Client: Omnia Botanica. Nationality: Italy. 乔 客户：欧姆尼亚-博塔尼卡护肤品公司 国家：意大利
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Sanitas Skincare Sanitas护肤品

Sanitas was looking for a way to have their pharmacist-created product line stand Sanitas护肤品希望能够对其药物型产品线提供一个匠心独运的设计，使之能够在琳琅满目
out in the forest of tubes, jars and bottles that populate the women’s skincare 的女性管状、广口瓶和玻璃瓶包装的护肤品中脱颖而出。与此同时，他们希望该包装能够有
category. At the same time, they wanted the packaging to convey the core attributes 效传达出该生物产品线的核心理念，即洁净、健康、清新（不随波逐流），但具有医用价值
that lie at the heart of their biogenic products: clean, healthy, fresh (without being （但并非无菌）。
trendy), and clinical (but not sterile).

Design Agency: Hatch Design. Production Date: 2009. Creative Director: Katie Jain 设计机构：哈奇设计工作室 完成时间：2009年 创意总监：凯蒂·吉恩&乔尔·滕普林
/ Joel Templin. Designer: Nancy Hsieh. Client: Sanitas Skincare. Nationality: USA. 设计师：南希·谢 客户：Sanitas护肤品公司 国家：美国
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215

Barbasol Restyling 巴巴索男士剃须膏

This project guideline was to re-style the popular American barbasol in order to 该项目的指导思想是重塑著名的美国巴巴索男士剃须膏品牌风格，以将其投放到欧洲市场。
introduce it to the European market. The designer focused on utilising the basic form 在这里，设计师着重利用已经被使用多年的基本形态——理发店的旋转彩柱（条纹）。醒目
that they have been using for years, the barber shop pole (stripes). The aggressive 的对角线条纹暗示了剃须膏和香料之间的混合。此外，其还隐喻刀片与剃须之后的皮肤表
diagonal line that divides the stripes suggest a mix between the shaving cream 面。两端上下交替的线条犹如剃须膏融合后从灌中倾倒出来的场景。灌装的外形（盖子及底
and the fragance. Also it reffers to the razor blades on the surface of the skin cutting 部）和线条的外形完美融合，形成和谐的统一体。小巧的形态看起来更加精致和高端。
through the beard. The way the lines drive all the way up and down on the sides
makes a perfect simulation of the shaving cream mixing and getting out of the
can. The form of the can (cap & bottom) and the shape of the stripes live in perfect
armony. The smaller type makes it look more sophisticated and kind of tech.

Design Agency: Gworkshop. Production Date: 2009. Creative Director: José 设计机构：Gworkshop设计工作室 完成时间：2009年 创意总监：何塞·路易斯，加西
Luis García Eguiguren. Designer: José Luis García Eguiguren. Client: Barbasol. 亚·爱圭格林 设计师：何塞·路易斯，加西亚·爱圭格林 客户：Barbasol公司 国家：
Nationality: Spain. 西班牙
 Penhaligon’s Sartorial
Capturing the essence of a Savile Row tailor’s shop:
the thread device weaves together the traditional and
the contemporary, providing an angular, masculine
expression.
The paper stock utilises cotton fibres to give a real
tactile, authentic finish.

Design Agency: Jones Knowles Ritchie. Production

Date: 2010. Designer: Jones Knowles Ritchie.
Client: Penhaligon’s. Photography: Peter Thiedeke.
Nationality: England.

彭哈利贡的裁缝
该设计充分彰显了萨维尔街裁缝店的精髓：穿线装置巧妙
地将传统和现代风格相结合，打造了一个棱角分明、极具
阳刚之气的视觉影响力。
该包装纸盒以棉纤维为原料，具有纯粹、真实的质感。

设计机构：琼斯·诺尔斯里奇设计工作室 完成时间：
2010年 设计师：琼斯·诺尔斯里奇 客户：彭哈利贡公
司 摄影：皮特·西德克 国家：英国

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 Bath and Body Works
Signature Collection P.S. I Love You P.S. “我爱你” 沐浴乳及身体乳系列产品
The designers create graphics for a modern rose - scented body care line. 该项目是专为一个现代玫瑰香型身体护理产品线提供的平面设计。利用丙烯酸画在帆布上的
Youthful and sophisticated acrylic on canvas heart illustration in reds and blues. 插图青春而精致，其核心以红色和蓝色调为主。手绘图案和字体与手写的爱情宣言相得益
Hand painted graphics and type inspired by handwritten love notes. 彰。

Design Agency: BUREAU–TM. Production Date: 2010. Creative Director: Tommy 设计机构：BUREAU-TM设计工作室 完成时间：2010年 创意总监：汤米·埃弗里特，迈克
Everett / Michael Vadino. Client: LIMITED BRANDS. Photography: Jen Campbell 尔·瓦蒂诺 客户：Limited Brands公司 摄影：洁恩·坎贝尔 国家：美国
Photography. Nationality: USA.
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Macadamia 夏威夷自然油
The designers set out to create a look for the line that was “modern natural”. They 对于这一产品线的包装，设计师遵循了“现代天然性”的原则。他们尽量避免老套天然理念
wanted to avoid the stereotypical natural, organic aesthetic that all natural-type 的塑造，通过有机美学理念的引领力赋予所有天然产品以动感之美，从而令产品脱颖而出，
products seem to gravitate to. These needed to stand out and make you fall in love 吸引消费者的目光。在设计师看来，标签能够为他们带来很大的创作空间，然而，该设计的
with them. 挑战在于该产品线是高端、非常专业的头发护理产品，因此，各个产品需要进行明显地区
The designers felt that a shrink sleeve would give them a lot of creative freedom 分。设计师需要以一种独特的方式突出标签的意义，使之真正做到脱颖而出。他们将亚光表
but the challenge was that these are high-end, expensive professional hair care 面和印油以及六种专色完美结合。此外，该系列产品上还设置了玻璃开窗，将内部的产品隐
products and needed to look the part. They needed to find a way to use shrink 约呈现出来。
sleeves in a way that didn’t say “supermarket vitamin water”. They pulled it off with
the use of matte coating combined with spot varnish plus six spot colours. The oil
has a clear window knocked out of the art to accentuate the glass and give them a
glimpse at the oil inside.

Design Agency: Version–X Design. Production Date: 2009. Creative Directior: Chris 设计机构：Version-X设计工作室 完成时间：2009年 创意总监：克里斯·泛森 设计
Fasan. Designer: Chris Fasan / Adam Stoddard. Client: Macadamia Natural Oil. 师：克里斯·泛森，亚当·斯托达德 客户：夏威夷自然油公司 国家：美国
Nationality: USA.
 Aveda Men
A leader in the world of natural hair and body care,
Aveda saw the opportunity to introduce a new line
designed specifically for men. Inspired by science,
new formulas were created to address unique hair
care needs of modern men and in so doing, tap into a
huge market potential.

Design Agency: Duffy & Partners. Production Date:

2007. Creative Directior: Dan Olson. Designer: Joseph
Duffy. Client: Aveda. Nationality: USA.

艾凡达男子系列
作为全球自然秀发和身体护理的领军人物，艾凡达推出了一
款男性专用系列产品。采用新技术和新配方设计而成的该产
品线将为现代男士提供非凡的头发护理，市场潜力巨大。

设计机构：达菲伙伴设计工作室 完成时间：2007年 创意
总监：丹·奥尔森 设计师：约瑟夫·达菲 客户：艾凡达
品牌公司 国家：美国
 Innisfree
Innisfree was looking for help in designing a new
packaging programme to better reflect the simple
beauty of its products’ natural offerings. The brand
was looking for a greater sense of youthful energy,
smart messaging architecture and a more consistent
presentation overall. A simple illustration style was
created to deliver a sense of energy and a bolder shelf
presence. While a colour framework was developed for
the continued growth of the brand and to enhance the
shopping experience for consumers.

Design Agency: Duffy & Partners. Production Date:

2010. Creative Directior: Joe Duffy. Designer: Joseph
Duffy. Client: Amore–Pacific. Nationality: USA.

悦诗风吟系列产品
悦诗风吟品牌力图打造一个崭新的包装方案以更好地反映
出该品牌产品的简约、天然之美，同时彰显出自身的青春
活力气息以及精致的信息架构和始终如一的整体理念。简
约的插画风格有效地传达出产品的活力之感，同时在货架
的陈列上分外醒目。该色彩方案将为品牌的不断发展提供
足够的空间，并提升消费者的购物体验。

设计机构：达菲伙伴设计工作室 完成时间：2010年 创
意总监：乔·达菲 设计师：约瑟夫·达菲 客户：爱茉
莉太平洋集团 国家：美国

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 Naturapoteket
The packaging failed to communicate Naturapoteket's
new core values of “trust”, “knowledge”, “modernity”
and “increased wellbeing”. The products needed to be
put in the spotlight and made more modern, active
and clear. Naturapotektet’s products were presented
under a separate brand, Royal, without any direct link
to Naturapoteket.
The solution was a clear, new graphic identity, with all
160 products carrying Naturapoteket’s name now well
coordinated, creating a coherent whole and having a
uniform tone communicating a younger, more modern
and more lively brand.
The products are colour-coded to make it easy for
customers to find and choose the right product. The
communication on the products is clear, quick and
easy.

Design Agency: BVD. Production Date: 1999–2001.

Creative Directior: Susanna Nygren Barrett / Catrin
Vagnemark. Designer: Kina Giesenfeld / Bengt
Anderung. Client: Naturapoteket. Nationality:
Sweden.

Naturapoteket产品包装
原有的包装未能更好地传达出Naturapoteket品牌全新的核
心价值理念，即“真诚”、“知性”、“现代”、“幸福感
的提升”。该系列产品希望能够通过更加现代、积极、清
晰的包装而成为公众关注的焦点。Naturapoteket产品隶属
于“皇家”独立品牌，与Naturapoteket品牌没有直接的联
系。
设计的方案是打造一个清晰、新颖的图案标识，使以
Naturapoteket品牌之名的160种产品实现完美的衔接，打造
一个和谐的整体，并拥有一个统一的机制以更好地传达出该
品牌的活力和时尚气息。
产品的色彩编码能够更好地帮助消费者进行选择和购买。产
品上的视觉传达信息清晰、快捷、简易。

设计机构：BVD设计工作室 完成时间：1999/2001年 创
意总监：苏珊娜·尼格伦·巴雷特，卡特琳·维戈耐马
克 设计师：基纳·杰森菲尔德，本·安德昂 客户：
Naturapoteket品牌公司 国家：瑞典
 Coco Monoi,
Essentials, Eucalyptus
After two decades of success, Thymes needed to
reinvent itself to maintain leadership in a cluttered
category. Design efforts began with positioning and
brand identity work and extended through marketing
materials and across a product line of over 20
collections.
A fresh look and new product offerings spurred
reinvigorated interest in the Thymes’ belief that there
is an art to living beautifully, through the even the
most essential and simple tasks of daily bathing and
homekeeping.

Design Agency: Duffy & Partners. Production Date:

2003. Creative Directior: Dan Olson. Designer: Ken
Sakurai / Candice Leick. Client: Thymes. Nationality:
USA.

可可莫诺伊，基础护理，浅绿灰系
列产品
在取得了20年的销售成功之后，Thymes品牌需要继续研发
出新产品以确保其领导地位。
该项目涉及对产品的定位、品牌标识设计以及20多款产品
的包装设计。
崭新的产品包装设计再一次巧妙传达了Thymes品牌的理
念，即美好生活中的艺术有章可循，通过日常最基本、最
简单的沐浴和居家生活发现其中的艺术所在。

222
设计机构：达菲伙伴设计工作室 完成时间：2003年 创
223 意总监：丹·奥尔森 设计师：肯樱井，坎蒂斯·雷克
客户：Thymes品牌 国家：美国
 Urban by Levis
For this assignment, the designers had to design a line
of bath and body products for an existing brand that
has the potential to extend its system into bath and
body products. The designer decided to go with Levis.
The objective was to create a new brand identity and
make it more unique, contemporary and aesthetically
appealing to a younger and fresher audience. The
design adjectives he decided to incorporate were :
vintage, authentic, rugged and stylish. The designer
feels that these adjectives are very suitable to the bath
and body line, as well as Levi’s currently. The target
audience he chose for this line were women between
the ages of 18 to 25. The labels are stainless steel plates
with all the type engraved on it. This he felt added a
nice touch of authenticity and toughness and the old
apothecary bottles he chose to push forward the idea
of vintage.

Production Date: 2010. Designer: Harshyla Singh.

Photography: Celeste Kacesi Lim. Nationality: India.

李维斯的城市系列
该项目是设计师为一个已有品牌所开发的新沐浴和身体护理
系列用品提供的设计。设计师最初的设计理念是遵循李维斯
的品牌设计。设计的任务是打造一个崭新的品牌标识，并使
之富有独特、时尚、美妙之感，更能够满足年轻、前卫的消
费群体的需要。设计师用“怀旧、纯粹、耐久和时尚”来形
容其设计的特点。在他看来，这些形容词能够与沐浴和身体
护理系列产品以及当下的李维斯环境实现完美地契合。他选
择18－25岁之间的女性作为这个产品线的销售主体。标签采
用不锈钢板材料，所有的内容全部采用镌刻的手法，为整个
设计增添纯粹、坚实之感，此外，古老的药瓶与怀旧这一理
念相得益彰。

完成时间：2010年 设计师：哈塞拉·辛格 摄影：塞勒斯

特·卡新·利姆 国家：印度
 Deli Bodi
“A new spa and home living product with tag line".
Living slowly mainly target to urban people. The
designers wanted the main target to slowdown in
hectic urban lifestyle and enjoy life around them.
All patterns were created from basic computer
ornament giving the idea that everything can become
joyful.

Design Agency: Default Bangkok. Production Date:

2010. Designer: Rapeeparn Kitnichee. Nationality:
USA.

德利·博迪系列产品
“为一个水疗和家庭生活系列用品设计的项目”。该产品
以都市人群作为销售主体。设计师希望能够通过设计令在
繁华都市中疲于奔命的人们放缓脚步，用心享受身边的美
好生活。
所有的图案均采用基本的电脑制作。多彩的设计唤起人们
对身边美好生活的珍惜。

设计机构：曼谷Default设计工作室 完成时间：2010年
设计师：拉皮帕嗯·琪特尼基 国家：美国

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 Face 2 Face
Fa c e t o Fa c e i s a s k i n & a e s t h e t i c c e n t r e i n
PhEnglandet, Thailand with cutting - edge FDA-
approved products. The package was created with
clean, simple typography to communicate with the
main target audience which is the Western traveller.

Design Agency: Default Bangkok. Production Date:

2008. Designer: Akarit Leeyavanich / Satapor n
Nuallaong. Nationality: USA.

面对面皮肤护理系列产品
面对面是泰国普吉岛著名的皮肤护理及美容中心，其产品质
量上乘，均获得美国食品与药物管理局的认可。
包装的风格干练、简约，独特的字体设计与之相得益彰，该
产品以西方游客为销售主体，市场潜力巨大。

设计机构：曼谷Default设计工作室 完成时间：2008年
设计师：阿卡利特·利亚瓦尼奇，沙塔珀恩·纳拉隆 国
家：美国
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Estelle & Thild 埃斯特尔&谢尔德品牌

Estelle & Thild started as an ecological and exclusive body care series for babies 埃斯特尔&谢尔德品牌开发了一款专为婴儿和儿童设计的生态身体护理系列产品。该产品是
and children. The products are the result of two years of development work that was 埃斯特尔&谢尔德品牌与儿科医生、毒理学家和皮肤科医生两年来共同合作的结晶。该品牌
performed in consultation with pediatricians, toxicologists and dermatologists. 为瑞典市场提供了首个国际生态认证身体护理产品。
Estelle & Thild provides the first Ecocert certified range of baby care products to the 在当今的市场上，越来越多的消费者开始关注生态、天然的产品，无论是服装还是食品亦或
Swedish market. 是皮肤护理。绝大部分消费者对儿童产品健康安全尤其关注。因此，在该项目的设计过程
A characteristic feature of our times is that many people value ecological and 中，设计师十分注重对产品柔和性和天然性的传达。在这个为人父母的消费群体中，包装和
natural products, whether they are for clothes, food or skin care. Most people are 产品质量显得尤为重要。设计就是要消费者清楚，该产品专为婴儿和儿童而设计。
especially anxious to provide their children with the very best in terms of health. 充满情趣、简约清新的“斯堪的纳维亚”风格被巧妙地运用到包装之中，轻松唤起人们对儿
The design concept, which communicates the company’s soft and natural values, 童用品的生态意识。瓶身上的酪梨叶图案，借以暗示酪梨油是该系列产品的主要成分之一。
was subsequently produced. Parents constitute the primary target group that should 该图案同时也象征着该产品的天然性。柔和的彩色巧妙地将产品进行区分，并充分体现了儿
be attracted by packaging and products. It should be clear to the consumer that the 童产品的特征。
products are created for babies and children.
A playful yet clean “Scandinavian” manner was applied to the packaging to
appeal to eco - conscious parents with young children. The pattern of avocado
leaves reappears throughout the Estelle & Thild profile, not only on the packages, as
avocado oil is one of the most frequently used ingredients in the range. The pattern
also symbolises the natural origin of the products. The products are differentiated
from each other by the mild pastel colours, often associated with children’s products.

Design Agency: Dolhem Design. Production Date: 2009. Designer: Christophe 设计机构：多尔赫姆设计工作室 完成时间：2009年 设计师：克里斯托夫·多尔赫姆，安
Dolhem / Anna Lindelöw. Client: Estelle & Thild. Nationality: Sweden. 娜·林德罗 客户：埃斯特尔&谢尔德品牌 国家：瑞典
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Nua Spa Nua水疗产品

Nua Spa, corporate identity and packaging design was a graduation project. Nua Nua水疗产品的公司标识和包装设计是一个毕业设计项目。Nua水疗产品，因里奇蒙酒店Nua
Spa had taken the name from Richmond Hotel's Nua Wellness & Spa. However, 温泉及水疗中心而得名。然而，仅仅名称相似，该公司的设计和总体建筑风格完全不同。该
only name used as Nua Spa, designs and general structure of the company are 品牌产品完全以天然的草本植物为主要配方。该产品没有在动物身上进行测试，以尊重人
completely re-established. The company the designer created products completely 类、世界万物为宗旨。设计的关键在于如何令这三种产品脱颖而出，与市场上同类产品相抗
natural products from herbal formulas. Not testing on animals, respectful to the 衡。新包装设计巧妙地将产品的优秀品质、迷人的魅力以及天然环保的特性完美彰显出来。
human life, creatures within the world and nature. It was important that the design 设计师运用水彩和织纹美术纸为原料，以彰显产品的天然之美。两种色调和一种独立的字体
of these products would be outstanding and different from the products in market 完美搭配。
already. All efforts were made to create a product line which is quality, attractive
and natural (eco-friendly). As a result, the designer decided to use watercolour and
textured paper in designs. which are great tools to give naturalness. Two colours
used maximum and a single typeface family.

Production Date: 2009. Designer: Merve Selvi. Nationality: Poland. 完成时间：2009年 设计师：莫维·塞尔维 国家：波兰
 Heals Bathroom
Range
The designers have created "must have" packaging
that looked gorgeous on the bathroom shelf.

Design Agency: Brandhouse Design. Production Date:

2008. Creative Director: Dave Beard. Photography:
Brandhouse. Nationality: UK.

西尔斯洗浴系列用品
设计师打造的这款“必需品”包装，将为用户的浴室架增
添无限的生机和活力。

设计机构：Brandhouse设计工作室 完成时间：2008年
创意总监：大卫·比尔德 摄影：Brandhouse设计工作室
国家：英国

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 Kinvara Smoked Salmon
Packaging Design – Pates
The design agency, burst* designed an extension to the Kinvara Smoked Salmon
Range, branding a new range of Smoked Salmon Patés. The design had to include a
tamper evident device. Colour - changing background was used to differentiate the
flavours.

Design Agency: burst*. Production Date: 2009. Creative Director: Kasia Rust.
Designer: Kasia Rust. Client: Kinvara Smoked Salmon. Nationality: Ireland.

基瓦拉熏制鲑鱼派特斯系列包装设计
burst*设计工作室为基瓦拉熏制鲑鱼品牌新开发的系列产品派特斯而提供的包装设计。该设
计需要提供一个密封装置。色彩不同香型也各异。

设计机构：burst*设计工作室 完成时间：2009年 创意总监：卡西亚·卢斯特 设计师：

卡西亚·卢斯特 客户：基瓦拉熏制鲑鱼公司 国家：爱尔兰
 Tesco Spa
Body Therapy
The objective was to create a stand-alone brand
including logo, name and identity that could be
applied across four product offerings: serenity, vitality,
detox and smooth and svelte. R Design created a
strong brand where both colour and illustration
change but are all recognised as part of a whole.

Creative Director: David Richmond. Designer: Iain

Dobson / Sarah Bustin. Client: Tesco. Nationality: UK.

乐购水疗身体护理系列
设计的目标是完成一个独立品牌的打造，包括其标识、命
名和识别系统的设计。该系列产品共分为四种类型，即滋
润型、焕肤型、排毒型、柔滑型。R设计工作室设计的该包
装具有强大的视觉效果，色彩和插图富于变换，但同时又
能够相互融合、完美衔接。

创意总监：大卫·里奇蒙 设计师：伊恩·多博森，莎
拉·巴斯廷 客户：乐购公司 国家：英国

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 Soap & Glory for Men Soap & Glory 男士系列
How do you get men to have fun while they shave and lather? Soap & Glory for 如何令男士在剃须和涂抹泡沫的时候充满乐趣呢？Soap & Glory品牌新推出的男性专用系列
Men has all the sass of the ladies line but with a rock ‘n roll edge inspired by great 产品对以往的女性产品进行了突破，具有十足的摇滚风格，其设计灵感源自对英国著名的谁
British icons such as The Who and The Beatles. It utilises ridiculously tongue-in- 人乐队和披头士乐队的参考。设计采用幽默的手法，巧妙地将英伦摇滚风的模特照片和黑体
cheek humour, rock ‘n roll type models photographed with British flair, bold product 产品介绍以及强劲的字体和独特的英国色彩方案集中在产品中完美展现。性感的“贝贝磁
descriptors, strong typography and a signature British colour palette. Sexy "babe 铁”，淡香香水喷雾与其之前的产品相比更加时尚而现代，因此，能够在市场上高端、昂贵
magnet", Eau Man Eau de Toilette spray, has a more modern and sophisticated 的男士香水中脱颖而出。
design approach than its "brother" base line products so that it may compete with
higher end and expensive male lifestyle fragrances on the market.

Designer Agency: Biggs&Co. Production Date: 2009–2011. Designer: Alli Truch/ 设计机构：比格斯＆有限公司 完成时间：2009-2011年 设计师：阿利·特鲁奇，金·比
Kim Biggs. Client: Soap & Glory Cosmetics. Photography: Jake Chessum. 格斯 客户：Soap & Glory化妆品公司 摄影：杰克·齐瑟姆 国家：美国
Nationality: USA.
 Babe Pediatrica
Design of bottles and graphic for pediatric range.
Illustrations by Juan Antón.

Design Agency: Lavernia & Cienfuegos. Production

Date: 2008. Designer: Lavernia & Cienfuegos. Client:
Babé. Nationality: Spain.

儿童护理专家
专为儿童护理专家系列产品提供的瓶装和平面设计。插画
由设计师胡安·安东设计。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：
2008年 设计师：莱沃尼亚，西恩富戈斯 客户：儿童护
理专家品牌 国家：西班牙

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 Solcare Solcare防晒系列
Design of bottle and graphics for sun cream. 为防晒系列用品提供的瓶装和平面设计。
Design of the bottles and graphics of a sun cream sold by the distribution chain 该产品由梅尔卡多纳连锁经营店销售。
MERCADONA. The shapes of the bottles are inspired by the stones of the beaches. The 包装瓶的设计灵感来自于海边的卵石。该系列拥有40多种产品。
range has a total of 40 products.

Designer Agency: Lavernia & Cienfuegos. Production Date: 2008. Designer: 设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：2008年 设计师：莱沃尼亚，西
Lavernia & Cienfuegos. Client: SRNB Laboratories. Nationality: Spain. 恩富戈斯 客户：SRNB研究室 国家：西班牙
 Hema Body Care
Hema is a Dutch retail organisation with stores in
the Netherlands, Belgium, Luxemburg, France and
Germany. Customer-friendly and with a unique profile,
HEMA distinguishes itself from other retailers by selling
its own brand. Planeta Design was given the task to re-
design their package in their “Better” segment within
Body Care.
The challenges were to communicate the brand as
low price yet with high quality on the international
market and to take an already established brand into
the international market without interfering with their
high recognition on the national market. The result of
the cooperation led to a basic and colourful concept
with a clear and customer-friendly communication
so that the customer easily knows what the products
do for you. The concept is fitting perfectly in the
company's strategy to surprise customers with
convenient, practical, attractive products of good
quality.

Design Agency: Planeta Design. Production Date:

2011. Creative Director: Sandra Planeta. Designer:
Magnus Linehag. Client: HEMA. Photography:
Kristofer Samuelsson. Nationality: Sweden.

赫马身体护理系列
赫马品牌是荷兰的一个零售机构，荷兰、比利时、卢森
236
堡、法国和德国都设有其零售店。凭借全心全意为消费者

237 服务的宗旨以及独特的产品属性，自营品牌的赫马零售店
在其他同类零售店中异军突起。Planeta设计工作室受其委
托担任身体护理系列改良版的包装再设计任务。
设计的挑战在于如何有效地在国际市场上传达出该产品价
廉物美的特性，并在不干预其在国内市场影响力的前提
下，将一个已有品牌引入国际市场。通过设计师和品牌的
精诚合作，最后制定了一个基本的色彩方案，清晰而温婉
地向消费者传达出自己的属性。该设计理念与公司的发展
战略相得益彰，均以为消费者提供便利、实用、积极的优
质产品为目标。

设计机构：普拉内塔设计工作室 完成时间：2011年 创
意总监：桑德拉·普拉内塔 设计师：马格努斯·林内海
格 客户：赫马零售机构 摄影：克里斯托弗·赛姆勒森
国家：瑞典
 Skintuary Skintuary品牌
Mookai was mandated to propose branding concepts for a new sanitising hand Mookai设计工作室为一个准备上市的新型消毒手霜产品提供品牌概念设计。该产品打破了传
cream being introduced on the market. The cream’s breakthrough formula acts as 统的配方，在令双手滋润的同时，确保双手在长达４小时内免受细菌的侵袭。该产品在大型
a shield for hands, protecting them from germs for up to four hours while providing 高端化妆品零售店出售，这同时也意味着该产品以热爱清洁同时不失优雅之感的女性为消费
moisture. The product’s distribution at an upscale cosmetic retailer meant that it 群体。设计师将该产品命名为“Skintuary”，这一美妙的名字搭配独特精致的包装，很快
had to appeal to women and reflect cleanliness while still feeling elegant. Through 成为了一款备受欢迎的女性高端护理产品。
development of product name “Skintuary” and packaging design, Mookai was able
to achieve a benefit-oriented, feminine and upscale proposed final product.

Designer Agency: Mookai Communications. Production Date: 2010. Creative 设计师机构：Mookai设计工作室 完成时间：2010年 创意总监：罗理·凡·赛克洛斯基　
Direction: Lori von Sychowski. Art Direction: Lori von Sychowski. Designer: Tanya 艺术总监：罗理·凡·赛克洛斯基 设计师：坦亚·达菲 国家：加拿大
Duffy. Nationality: Canada.
 826 Valencia
Pirate Supply Store
Office collaborated with 826 Valencia, a nonprofit
tutoring centre for youth, to reinvigorate its pirate
supply storefront. The designers developed the store's
new identity, and conceptualised and developed
nearly 50 new products. "Office has produced some
of the most ravishing and funny buccaneer supplies
yet known to man," said Dave Eggers, 826 Valencia
founder and McSweeney's editor. Reflecting the
store's wildly imaginative experience, the products
represent 826's mission to support creative expression.
All proceeds directly benefit 826 Valencia's writing
programmes.

Design Agency: Of fice. Production Date: 2008.

Creative Director: Jason Schulte / Jill Robertson.
Designer: Jason Schulte / Rob Alexander / Will Ecke,
Gaelyn Jenkins / Jeff Bucholtz. Writers: Dave Eggers
/ Lisa Pemrick / Jon Adams / Anna Ura / Dan Weiss
/ Jennifer Traig. Client: 826 Valencia. Photography:
Vanessa Chu. Nationality: USA.

826巴伦西亚海盗用品店
Office设计工作室与一个名为826巴伦西亚的非营利青年
辅导中心共同合作为其海盗用品店提供修复设计。设计师
为该商店提供了标识设计，并为其中的近５０种产品提供
概念化设计。826巴伦西亚的创办人和麦斯威尼的编辑戴
夫·埃格斯曾这样说到：“Office设计工作室设计了许多
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迷人、有趣，而被大家熟知的海盗用品。”该产品在展现

239 商店的传奇色彩同时，有力彰显出826巴伦西亚机构的创意
观。所有的收益将投入到该机构的写作规划之中。

设计机构：Office设计工作室 完成时间：2008年 创意
总监：杰森·舒尔特，吉尔·罗伯逊 设计师：贾森·舒
尔特，罗布·亚历山大，威尔·埃克，吉尔林·詹金斯，
杰夫·布科尔茨 作者：大卫·埃格斯，丽莎·派姆瑞
克，乔恩·亚当斯，安娜·乌拉，丹·维斯，詹妮弗·特
莱戈 客户：826巴伦西亚机构 摄影：瓦内萨·楚 国
家：美国
 CalBen CalBen
With a great product and message CalBen has been progressing forward for 几十年来，CalBen品牌凭借强大的产品线和广告语获得了市场的广泛认可。然而，其包装并
decades; however, their appearance hasn’t transitioned. This family - run business 没有随着发展而更新。该家族企业如今已成为一只不容小觑的零售队伍，依旧保持着公司恒
was brought into the present with a strong retail presence, while still maintaining 久的历史和优秀的质量。该项目是系列产品的新型包装。
the sense of company longevity, history and quality. This is the entirely new range of
consumer packaging.

Designer Agency: WOND3R. Production Date: 2010. Creative Direction: Aaron 设计师机构：WOND3R设计工作室 完成时间：2010年 创意总监：艾隆·里奇奥 设计师：
Ricchio. Designer: Aaron Ricchio. Client: Michael Gerbino. Photography: Angeloh 艾隆·里奇奥 客户：迈克尔·杰宾诺 摄影：阿格洛哈·克里斯汀 国家：美国
Christian. Nationality: USA.
 Jason Markk 4 Oz. Premium
Sneaker Solution Set
Jason Markk offers a smaller, more affordable version of their popular premium
sneaker cleaning kit.
In addition to its smaller, more compact size, the exterior of JM’s trademark sneaker
box packaging has been completely redone - this time paying homage to the
game of basketball. After all, sneakers and basketball go hand-in-hand. The kit's
basketball motif is printed in metallic silver and is treated with a clear, raised UV
that gives the ball design actual texture that you can see and feel.
The new kit includes a four ounce bottle of Original Premium Sneaker Solution, a
slightly smaller, handcrafted wood brush with an oversized JM bubble icon logo
laser etched into the handle, an informative FAQs card, and retails for 15 dollars.

Design Agency: Chhun Tang Visual Communications. Production Date: 2010.

Designer: Chun Tang / April Larivee. Client: Jason Markk. Nationality: USA.

杰森·马克4盎司高级运动鞋养护套装
杰森·马克高级运动鞋养护品牌全新推出了一款更精致、更优惠的套装系列。
该产品精致、小巧，更重要的是其外包装盒设计进行了彻底的转变——该包装以篮球比赛为
设计主题。这是因为运动鞋和篮球运动具有密不可分的关系。该套装的篮球图案采用金属银
色调，经过清晰化处理之后，突起的紫外线元素赋予该图案以真实的质感，消费者可以真正
地感受到。
该套装内包括一个４盎司的清洁剂、一个小巧的手工木刷，一个印有大号杰森·马克泡沫图
标的手柄以及一个常见问题解答卡品，该套装零售价为15美元。

设计机构：汤纯视觉传达设计工作室 完成时间：2010年 设计师：汤纯，爱普勒·拉里维

客户：杰森·马克公司 国家：美国

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 Neil George Hair Care:
Pure Shot Treatment Spray
Creating a branded identity using classic Bodoni allowed the designers to create
clean, smart packaging when it came to each individual product in this high-end
hair care line. The Pure Shot packaging was created to house five individual oil
treatments. Its presentation and packaging were just as important and its function,
elegance with superior quality.

Design Agency: Meat and Potatoes, Inc. Production Date: 2008. Creative Director:
TJ River / Todd Gallopo. Art Director: TJ River. Designer: TJ River / Bahia Lahoud.
Client: Neil George Salon / Beverly Hills. Photography: Meat and Potatoes, Inc.
Nationality: USA.

尼尔·乔治护发系列：炫彩护理喷雾
该品牌标识设计采用经典的博多尼字体类型，设计风格干练、精巧，与这一高端护发产品线
相得益彰。该系列包括五个独立的护理产品，外观和包装风格与其功能一样具有深刻的意
义，优雅气息与一流品质共存。

设计机构：肉片和土豆设计公司 完成时间：2008年 创意总监：TJ里沃，托德·格里普

艺术总监：TJ里沃 设计师：TJ里沃，巴伊亚·拉胡德 客户：比佛利山庄尼尔·乔治沙龙
摄影：肉片和土豆设计公司 国家：美国
 I.C.O.N.
I.C.O.N. has an extensive line of professional hair care products and has been
quite successful thanks to their high quality products and progressive education
programmes. Their image is high-end, fashion-forward and cutting-edge but
their branding and visuals were falling short of their ever-rising standards. They
recognised that a complete overhaul was in order if they were to achieve their goals
and, having seen the work Version-X did with the Macadamia Natural Oil brand,
they felt Version-X Design were perfectly suited for the task.
The designers started this intensive undertaking by addressing the overlying issue
of organisation that was plaguing the line. The naming convention was reinvented.
Products were categorised into two major groups: Care and Styling, each obviously
different from the other. Care products are further grouped into families with colour
coding that makes it easy to find other related products. To bring I.C.O.N.’s physical
packaging into the 21st century the designers designed an all new custom bottle
with embossed logo, contrasting soft touch and gloss elements and a modern yet
timeless palette of white, greys and silver.

Design Agency: Version–X Design. Production Date: 2010. Creative Director: Chris
Fasan. Designer: Chris Fasan / Adam Stoddard. Client: I.C.O.N. Nationality: USA.

I.C.O.N.系列产品
I.C.O.N.品牌拥有一个广泛的专业护发产品线，凭借上乘的品质和逐步的教育规划而驰名全
球。该品牌下的产品高端、时尚、前卫，然而，其品牌和视觉传达设计却远远没有跟上产品
发展的步伐。为更好地实现销售目标，该公司决定对其品牌进行一次彻底地修整。在看过
Version-X设计工作室为夏威夷自然油设计的作品之后，他们认为该工作室应该是本项目设
计的最佳人选。
在设计的起初，设计师对该产品线存在的问题进行了深入的考察和研究。他们对命名原则
进行了彻底改造。产品被划分到两个主要群体之中：护理和造型，每款风格各异，区分鲜
242
明。护理产品进一步被划分成更小的范围，色彩编码使相关产品鲜明地区分开来。为了使

243 I.C.O.N.品牌的物理包装更符合21世纪的潮流，设计师特制定了带有浮雕标识的包装瓶，黑
色磨砂和抛光元素形成鲜明地对比，白色、灰色和银色色调的巧妙搭配营造出现代、永恒之
美。

设计机构：Version-X设计工作室 完成时间：2010年 创意总监：克里斯·泛森 设计

师：克里斯·泛森，亚当·斯托达德 客户：I.C.O.N.公司 国家：美国
 Silk & Cotton 丝绸&棉花系列产品
Branding Silk & Cotton, defining a new visual language, concept, logo, and 为丝绸&棉花品牌提供的品牌设计，包括一个全新视觉预言的定义、概念、标识和包装。
packaging.

Designer Agency: Dan Alexander & Co. Production Date: 2008. Designer: Dan 设计师机构：丹·亚历山大设计公司 完成时间：2008年 设计师：丹·亚历山大 客户：
Alexander. Client: Silk & Cotton. Nationality: Serbia. 丝绸&棉花品牌 国家：塞尔维亚
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12 Benefits 12 Benefits
12 Benefits is a leading hair treatment formulated to maintain balance and reverse 12 Benefits 品牌是一个领先的护发品牌，拥有独特的护发和修复配方。里斯卡联合公司为
damage. Liska + Associates designed the logo and packaging to represent the 其提供标识和包装设计，以更好地展现该品牌产品使头发全天候健康、亮泽、柔韧的十二种
twelve ways the product keeps hair healthy, shiny, and strong all day long. 方式。

Design Agency: Liska+Associates. Production Date: 2011. Creative Director: Steve 设计机构：里斯卡联合公司 完成时间：2011年 创意总监：史蒂夫·里斯卡 设计师：迈
Liska. Designer: Michael Brown. Client: Paulmaier Enterprises. Nationality: USA. 克尔·布朗 客户：Paulmaier公司 国家：美国
 Prism – A Concentrated Hair Colour
Pigment for Professional Use 棱镜－专业浓缩染发剂
Prism hair colour pigment concentrates revolutionise the way you dye your hair. 棱镜－专业浓缩染发剂将为您的染发体验带来一次全新的革命。通过棱镜突破光线巧妙地形
The ability of a prism to break light into its constituent spectral colours serves as a 成光谱颜色来作为一个比喻，完美展现出该产品的无限潜力。
metaphor that perfectly demonstrates endless possibilities the product offers. Every
element of the packaging reflects the same simple and elegant theme.

Designer Agency: Bob Helsinki. Production Date: 2010. Creative Director: Ulla 设计机构：鲍勃·赫尔辛基设计工作室 完成时间：2010年 创意总监：乌拉·赖斯维克
Lesevic. Designer: Ulla Lesevic. Client: Miraculos. Nationality: Finland. 设计师：乌拉·赖斯维克 客户：Miraculos公司 国家：芬兰
 KC Professional –
Four Reasons
Take Away Colour
Take Away Colour is a permanent hair dye sold in hair
salons for home use. Its mission is to remind you that
dying your hair should be fun and experimental. The
packaging overflows with attitude and personality
that entice you to take a closer look at the product.

Design Agency: Bob Helsinki. Production Date:

2010. Creative Director: Ulla Lesevic. Designer: Ulla
Lesevic. Client: Miraculos. Nationality: Finland.

专业KC－“四种理由”永久性系列
染发产品
该系列产品是沙龙中销售的一种家用永久性染发产品。其
主要目标是唤起人们对染发和染发过程的兴趣。充满活力
和个性化的包装设计吸引人们的靠近。

设计机构：鲍勃·赫尔辛基设计工作室 完成时间：2010
年 创意总监：乌拉·赖斯维克 设计师：乌拉·赖斯维
克 客户：Miraculos公司 国家：芬兰

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 KC Professional
Four Reasons
Four Reasons is a professional hair care product range
sold in hair salons. The cheery design creates an
image that clearly distinguishes the products from the
competition and compels the customer to take a closer
look.

Designer Agency: Bob Helsinki. Production Date:

2010. Creative Director: Ulla Lesevic. Designer: Ulla
Lesevic. Client: Miraculos. Nationality: Finland.

专业KC－“四种理由”染发系列产
品
“四种理由”是一个专业的护发系列产品，专门在沙龙中销
售。活泼、明快的设计风格在同类产品中真正实现了脱颖而
出，吸引消费者的不断靠近。

设计机构：鲍勃·赫尔辛基设计工作室 完成时间：2010年
创意总监：乌拉·赖斯维克 设计师：乌拉·赖斯维克 客
户：Miraculos公司 国家：芬兰
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Haircare Xpressions X印象护发产品

The object of this project was to utilise the container shapes of the Brand Haircare to 该项目的目标是利用“护发”品牌的包装打造一个以青年为消费主体的新型产品线。这款以
create a new product line for young adults. For this, the theme “Xpressions” is aimed “X印象”为主题的包装设计将带给消费者全新的视觉体验。特殊的字体与包装进行巧妙地
at inviting the consumer to experience something new. The typography interacts 互动，赋予整个产品线以现代、独特的风格。字型根据文字的构成进行微妙地调整，营造出
with the pack, giving a modern and unique style that ties the product line together. 强烈的视觉效果，并有效地体现出该品牌的个性和魅力。包装容器的形态和图案将头发造型
A subtle alteration in the type, that changes according to the composition of the 和人们的面部表情完美融合在一起，巧妙地描绘出该产品的用途。亚光金属容器上的精美图
phrases, creates a major visual impact and helps to associate with the personality of 案十分引人注目。
the brand. The shapes and images form hair styles mixed with the facial expressions
of people and depict the product purpose. The idea is to print these images on
matte metallic containers.

Design Agency: Gworkshop. Production Date: 2010. Creative Director: José 设计机构：Gworkshop设计工作室 完成时间：2010年 创意总监：何塞·路易斯，加西
Luis García Eguiguren. Designer: José Luis García Eguiguren. Client: Haircare. 亚·爱圭格林 设计师：何塞·路易斯，加西亚·爱圭格林 客户：护发品牌公司 国家：
Nationality: Ecuador. 厄瓜多尔
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Lybar – Hair Spray Lybar发胶

This was a study for the redesign of a traditional Czech hair spray. The brand was 该项目是对一个传统的捷克发胶进行包装的再设计。该品牌在市场上并不十分醒目。因此，
not well perceived by consumers. The redesign was supposed to build a new image 设计师意在为其打造一个醒目的形象，突出该产品的天然配方能够对秀发进行有效地保护。
of the gentleness of the natural based product, which helps your hair instead of 这对于创建一个以产品实力为基础的清晰产品结构非常关键。
damaging it. It was also essential to build a clear product structure based on 每个自然元素的插画有效表达了该产品的特性以及对头发的精心护理。
product strength.
The illustration of each natural element was meant to express the strength and
carful approach of the product to consumers hair.

Design Agency: Butterflies & Hurricanes. Production Date: 2010. Designer: 设计机构：蝴蝶与飓风设计工作室 完成时间：2010年 设计师：麦克拉·托马斯 客户：
Michaela Thomas. Client: Lybar a.s. Photography: Viktor Tucek. Nationality: The Lybar品牌 摄影：维克图尔·图赛克 国家：捷克共和国
Czech Republic.
 Hair Care Package. Manifesto 护发产品包装－推荐作品
A student project which the designer had done in the past semester in the British 学生项目，是设计师在英国高等艺术与设计学院就读期间（俄罗斯，莫斯科）某学期的创
Higher School of Art and Design (Moscow, Russia). Product line for girls of 12-14 years. 作作品。该产品线以12-14岁的女孩为消费主体。该系列产品包括洗发露、护发素、造型凝
Shampoo, Conditioner, Styling Gel, Mousse, Hairspray. 胶、摩丝、发胶。

Production Date: 2010. Designer: Oleg Postnikov. Nationality:Russia. 完成时间：2010年 设计师：奥列格·珀斯尼克 国家：俄罗斯
 Sturmayr Beauty Concept
Sturmayr Beauty Concept offers a highly sophisticated
range of products each designed to help your hair stay
fresh and healthy. The package shows a reduced and
modern approach that wisely reflects the products
proposition. It's clear and clean!
The shampoo bottle offers a reduced and modern
design approach. Its glossy white surface combined
with the fluorescent stripe embodies attributes that
totally concur with the Sturmayr brand.
The small form factor package offers a smooth
combination of simplicity and style. The unique
flipcover gives a fresh approach to a classic container.
The pump bottle with its slim design features a new
mechanism for the spray handle. The fluorescent
semitransparent stripe and it's glossy finish sticks to
the product range.

Design Agency: LOA Design Studio. Production Date:

2010. Creative Director: Lucas Triebl / Stefan Fleig.
Designer: Lucas Triebl. Client: Coif feur Stur mayr
GmbH. Photography: LOA Design Studio. Nationality:
Austria.

Sturmayr美容理念
Sturmayr美容理念品牌旨在为消费者提供高端、精致的护
发产品，确保消费者的秀发全天候清新、健康。该包装设
计采用现代、简约的手法巧妙地展现出该产品的主题，即
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洁净、清爽！洗发水瓶风格低调、婉约。亮白色与荧光条

253 纹完美搭配，与Sturmayr品牌相得益彰。精致、小巧的外
形集简约和独特于一体。独特的翻盖结构令这一传统的包
装盒分外醒目。带泵头的包装瓶瓶身修长、窈窕，一个创
新型喷头操作装置是该包装的亮点之一。该系列产品以半
透明的荧光条纹和亮光表面为主要特色。

设计机构：LOA设计工作室 完成时间：2010年 创意总

监：卢卡斯·特里博尔，斯特凡·弗雷格 设计师：卢卡
斯·特里博尔 客户：Sturmayr护发产品有限公司 摄
影：LOA设计工作室 国家：奥地利
 Sturmayr Organics Haircare Sturmayr有机护发系列
Being the lead agency of Sturmayr Coiffeure for many years now, this is one of LOA's 多年来，LOA设计工作室一直为Sturmayr品牌提供包装设计。该项目是其为该品牌的新有机
latest packaging design projects for the new Organics Haircare line of products. It's a 护发产品线提供的包装设计。这个采用标准模式设计的项目既经济又独具特色，堪称是包装
good example for (cost) effective packaging design using standard form factors. 设计的榜样。

Designer Agency: LOA Design Studio. Production Date: 2010. Creative Director: 设计机构：LOA设计工作室 完成时间：2010年 创意总监：卢卡斯·特里博尔，斯特
Lucas Triebl / Stefan Fleig. Designer: Lucas Triebl. Client: Coiffeur Sturmayr GmbH. 凡·弗雷格 设计师：卢卡斯·特里博尔 客户：Sturmayr护发产品有限公司 摄影：LOA
Photography: LOA Design Studio. Nationality: Austria. 设计工作室 国家：奥地利
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Fred Segal Hair Care 弗雷德·西格尔护发

For this 18-piece line of hair care products, a spin-off from the Fred Segal department 这个包含18个护发品种的产品线是弗雷德·西格尔品牌的副产品，基地设计工作室巧妙地运
store, Base used the brand’s red and blue swirled stripes as a spring board to 用该品牌的红蓝色调旋涡状条带作为该系列包装的图案。通过该设计，基地设计工作室对
develop a set of similar stripe patterns, one for each package. In this way, Base “标识是唯一识别品牌的途径”的说法进行了否定。尽管该产品线还没有进行生产，然而，
questions the logic that logo marks today are the only way to identify a brand. 负责包装设计的基地设计工作室与该项目的产品设计Zorbit公司进行密切合作全力推出该产
Though the line was never produced, Base handled the design of all packaging, 品线的上市。在Zorbit公司的帮助下，基地设计工作室运用亚光白色玻璃瓶、广口瓶和塑料
collaborating with Zorbit who was responsible for product engineering and, should 软管等容器，并在其上印制独特的高光条纹图案。整个包装设计涉及对标识、产品信息和产
the line have continued, production. With Zorbit, Base sourced matte white bottles, 品背后成分的说明等等。
jars and tubes, and printed the individual striped patterns in high gloss, creating a
juxtaposition between the two. All practical information including the logo, product
information, and ingredients were placed on the back.

Design Agency: Basedesign. Production Date: 2007. Client: Fred Segal Beauty. 设计机构：基地设计工作室 完成时间：2007年 客户：弗雷德·西格尔美容产品公司 国
Nationality: Spain. 家：西班牙
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Light Defense 莱特·蒂芬斯产品

Packaging for natural health hair products. 为天然保健美发产品提供的包装设计。

Design Agency: Trelink. Production Date: 2008. Creative Director: Manuel 设计机构：Trelink设计工作室 完成时间：2008年 创意总监：曼努埃尔·达尔·奥利尔
dall'Olio. Nationality: Italy. 国家：意大利
 Jo Wood Organics
Product Range
Branding and packaging design for a massive range
of skincare products, combining contrasting values of
authentic organic and glamorous rock'n'roll.
Aloof created a cleaner and more distinct logo
to better communicate the products’ benefits.
Subsequently, the designers refined the design of the
luxury range, extended the range with new products,
designed an e-commerce website and a supporting
e-shot campaign.
Brand strategy, naming, brand identity, corporate
identity, logo design, graphic design, packaging
design, promotional literature, photography art
direction, copywriting, e-commerce website design,
brand guardianship, production management.

Design Agency: Aloof. Production Date: 2008.

Creative Director: Sam Aloof. Designer: Jon
Hodkinson / Andr ew Scrase. Client: Jo Wood
Organics. Photography: Leigh Simpson. Nationality:
UK.

乔·伍德有机产品系列
该项目是专为一个大型护肤系列产品提供的包装设计。设计
巧妙地将有机的纯粹和摇滚风格的迷人完美结合并形成鲜明
地对比。爱罗夫设计工作室精心塑造了一个更加清新、醒目
的标识，完美地传达出产品的本真。随后，设计师对这一奢
华的系列产品进行了重新定义，对新产品线进行延伸，并设
计了一个电子商务以及一个配套的图像传输活动。该项目的
设计任务包括品牌战略、命名方案、品牌标识、公司标识、
标志、平面设计、包装设计、宣传资料、摄影艺术指导、文
案、电子商务网站设计、品牌监护以及制作管理等。

设计机构：爱罗夫设计工作室 完成时间：2008年 创意总

监：萨姆·爱罗夫 设计师：乔恩·霍德金森，安德鲁·斯
科赖斯 客户：乔·伍德有机产品公司 摄影：利·辛普森
国家：英国
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Von Eusersdorff Von Eusersdorff香水

The focus of the small fragrance label Von Eusersdorff is a commitment to 纯粹是Von Eusersdorff品牌小型香水包装的关键词。该设计再一次彰显出鲜花作为香水装
authenticity. The design brings back the flower as the traditional ornament for 饰的传统理念，通过历史的追溯向该品牌的创始人致意。该品牌的创始人是来自于德国的移
fragrances, and goes back in history by drawing attention on the name of the 民，以经营药材起家，品牌至今已有三百多年的历史。该产品完全采用手工制作，萃取天然
label founder’s ancestors. A skilled family of German emigrants who use to run an 的橄榄油、草本植物、香料、花瓣，独特的配方备受全球消费者的热衷。简约、严谨的包装
apothecary for nearly three centuries. The artisanal world of oils, herbs, spices and 风格，低调而不失美妙、精致之感。
petals being the initial cradle of the perfume industry as people currently know
it. The simple yet meticulous character of the packaging demonstrates that an
understated end result still can look rich and sophisticated.

Design Agency: Boy Bastiaens. Production Date: 2010. Art Director: Boy Bastiaens. 设计机构：博伊·贝丝迪亚恩斯 完成时间：2010年 艺术总监：博伊·贝丝迪亚恩斯 设
Designer: Boy Bastiaens. Client: Von Eusersdorff. Photography: Boy Bastiaens. 计师：博伊·贝丝迪亚恩斯 客户：Von Eusersdorff香水品牌 摄影：博伊·贝丝迪亚恩
Nationality: the Netherlands. 斯 国家：荷兰
 Sucrerie Parfum
Sucrerie is sensuality, glamour and charming.
Retrieving the classical language sensibility, the
designers also rescued the Arts and Crafts / Art
Nouveau aesthetic. They worked the illustration
gesture, the appropriation and combination of
typographies, the classical and subtle work space
occupation and the elements’ accuracy. Finally, the
designers proposed a metallic label energising the
product identity and a packaging that invites to
discover the perfume.
The fragrance was born in association with its name,
which, as the translation indicates, is related with the
candy’s world sweetness, the bonbons’ sent and the
exquisitnes of caramel.

Design Agency: WeikUp. Production Date: 2009.

Creative Director: Valeria Luchansky / Analía
Fer nandez Mollica / Flavio Siganda. Designer:
Analía Fer nandez Mollica. Client: Sucrerie.
Photography: Flavio Siganda. Nationality: Argentina.

Sucrerie香水
Sucrerie香水性感、迷人、可爱。WeikUp设计工作室对这
一经典的视觉语言进行了完美修复，同时为新产品提供包
装设计。设计师巧妙地将插画和字体相结合，包装风格经
典而细致。金属标签和通透的包装瓶十分醒目，期待人们
的靠近。这款香水正如其名字所蕴含的含义一样，甜美、
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怡人，既有夹心软糖的醇香，也有焦糖的耐人寻味。
261
设计机构：WeikUp设计工作室 完成时间：2009年 创意
总监：瓦莱里娅·卢查斯基，安娜利亚·费尔南德斯·莫
里卡，弗拉维奥·希干达 设计师：安娜利亚·费尔南德
斯·莫里卡 客户：Sucrerie香水 摄影：弗拉维奥·希
干达 国家：阿根廷
 S&G Fragrances
Soap & Glory is known for good value but has all of
the perks of a higher end brand visually. This thinking
needed to be applied to the fragrance designs. The
two Soap & Glory fragrances need to compete amongst
all of the high end/lifestyle brands on the market.
Launched in August 2009, Eau de Soap & Glory
(Formula 2), is a glamorous, sexy fragrance perfect for
day or night. The look is feminine, chic and timeless,
with many vintage touches that all S&G products are
known for. Formula 1, launching in 2011, has a modern
daytime look complete with a summery fresh citrus
style fragrance. The design is more stripped down yet
is still undeniably part of the Soap & Glory family.

Design Agency: Biggs&Co. Production Date: 2008–

2009. Designer: Alli Truch / Kim Biggs. Client: Soap
& Glory Cosmetics. Photography: Gavin Jones.
Nationality: USA.

S&G香水
Soap & Glory香水素以其一流的品质和高端的品牌视觉效果
而闻名。匠心独运的包装将令这两款Soap & Glory香水在百
花争艳的高端市场上脱颖而出。Eau de Soap & Glory（配
方二）产品于2009年8月上市，迷人、性感的气息适用于一
天中的任何时刻。其外观柔美、精致、永恒，拥有所有S&G
产品的经典特质。于2011年上市的“配方一”，时尚的外观
和夏日清新的柑橘清香完美集于一身。该设计风格较为独
特，但同时也彰显了作为Soap & Glory大家庭一分子的特殊
地位。

设计机构：比格斯＆有限公司 完成时间：2008-2009年
设计师：阿利·特鲁奇，金·比格斯 客户：Soap & Glory
化妆品公司 摄影：加文·琼斯 国家：美国
 Codizia Man
Design of the bottle and graphics for men’s fragrance.
Codizia Man is a men’s fragrance from the same brand
which was launched three years ago the woman's
market. It shares the quality product positioning,
differential, and has a much lower price than high-
end colognes. The packaging communicates similar
attributes: sensuality, elegance, dynamism, etc. It
does this following the same language and some
of the characteristics of its female predecessor, as in
the solution for the join between body and cap, but
with changes that reaffirm their male personality:
the colours and the volume, which moves from the
horizontal to a vertical position for Codizia Man. It is
also distributed exclusively in the Mercadona chain of
supermarkets.

Design Agency: Lavernia & Cienfuegos. Production

Date: 2010. Designer: Lavernia & Cienfuegos. Client:
RNB Laboratories. Nationality: Spain.

Codizia Man香水
该项目是专为一个男士品牌香水提供的包装瓶和平面设
计。
Codizia Man是一款男士香水，与其同一品牌的女士香水早
在三年前已经上市。其品质上乘、独特，但价位却远远低
于古龙香水。该包装传达出其品牌的统一属性，即性感、
优雅、活泼等。该设计的语言和部分特性传承了早先上市
262
的女款香水的特质，如同身体与帽子之间的组合。然而，
263 色彩和体量之间进行的水平和垂直方向的变换又巧妙地彰
显出男性的独有魅力。该产品仅在梅尔卡多纳连锁超市中
销售。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：
2010年 设计师：莱沃尼亚，西恩富戈斯 客户：RNB研究
室 国家：西班牙
 Codizia
Design of the bottle and graphics for women’s
fragrance.
Codizia is a fragrance developed for women who look
for a quality and premium product, but at a much
lower price than the top range perfumes. Its bottle
tries to transmit these attributes: elegance, personality,
sophistication… With its rounded shapes, the golden
finished glasses, and the two curved white surfaces,
which face each other, produce a light and reflection
effect. The package has a graphic design that refers
to the shapes and colours of the bottle. It is distributed
exclusively at Mercadona shops.
Award: The Dieline Award, 2010

Design Agency: Lavernia & Cienfuegos. Production

Date: 2007. Designer: Lavernia & Cienfuegos. Client:
RNB Laboratories. Nationality: Spain.

Codizia香水
该项目是专为一个女士品牌香水提供的包装瓶和平面设计。
Codizia香水旨在为女士提供一款高端、优质、价格低廉的
香水产品。该包装瓶有效传达了品牌的独特性，即优雅、个
性、精致……圆形外观、金色成品玻璃、两个弧形相对的白
色表面共同营造了一个轻盈、梦幻的视觉效果。该包装的平
面设计部分包括包装瓶形态和色彩的设计。该产品仅在梅尔
卡多纳连锁超市中销售。
此作品获得2010年Dieline包装设计奖。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：
2007年 设计师：莱沃尼亚，西恩富戈斯 客户：RNB研究
室 国家：西班牙
 Comotu
It is the design of the bottle and graphics for fragrances.
The collection of mass-market fragrances Comotu, designed for Mercadona, was
aimed to be a simple product, in harmony with its price, but with a surprising
presentation. In order to achieve a good brand image and minimise the costs
of production, only one bottle design was used for the eight different fragrances,
four in black for men and four in white for women. The distinct fragrances can be
differentiated thanks to the different colours of their tops.
The shape of the bottle is rounded and curved, and the packages show shiny and
metallic colours. The final design both of the bottle and its package has the gift
to transmit high quality and modernity at a competitive price. It proves that a
massmarket product with a good design can be very successful.

Design Agency: Lavernia & Cienfuegos. Production Date: 2005. Designer: Lavernia
& Cienfuegos. Client: RNB Laboratories. Nationality: Spain.

Comotu香水
该项目是专为一个品牌香水提供的包装瓶和平面设计。这个畅销Comotu品牌香水专供梅尔卡
多纳连锁超市。设计的要求简约，既能够与合理的价位相得益彰，又具有醒目、独特的优
势。为打造完美的品牌形象，并降低加工成本，八种香型的产品均采用统一的包装。男女款
式相近，颜色分别为黑色和白色，各为四种产品。瓶身的顶端色彩不同香型也各异。
包装瓶成圆形和弧形设计，包装的色彩具有耀眼的金属光泽。包装瓶本身和包装设计完美彰
显出产品上乘的品质和时尚现代之感，具有极强的市场竞争力。该项目作为成功案例有力证
明了一个拥有完美设计的畅销产品终将取得成功的事实。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：2005年 设计师：莱沃尼亚，西

恩富戈斯 客户：RNB研究室 国家：西班牙

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 Comotu Amor
It is the design of the bottle and graphics for fragrances.
Comotu is a collection of fragrances designed for RNB, which can be found at
Mercadona stores nationwide. It is a mass-market product that has a reduced price.
The final design of the bottle and package transmits the idea of high quality and
modernity at a competitive price. It proves that a mass-market product that has a
good design can be very successful.

Design Agency: Lavernia & Cienfuegos. Production Date: 2005. Designer: Lavernia
& Cienfuegos. Client: RNB Laboratories. Nationality: Spain.

Comotu Amor系列香水
该项目是专为一个品牌香水提供的包装瓶和平面设计。
Comotu香水是RNB研究室生产的一个系列香水产品，在全国各梅尔卡多纳连锁超市中有售。
该畅销产品价格低廉。包装瓶本身和包装设计完美彰显出产品上乘的品质和时尚现代之感，
具有极强的市场竞争力。该项目作为成功案例有力证明了一个拥有完美设计的畅销产品终将
取得成功的事实。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：2005年 设计师：莱沃尼亚，西

恩富戈斯 客户：RNB研究室 国家：西班牙
 Criterio
It is the design of bottle and graphics for men’s
fragrance.
Criterio is a fragrance targeted at men searching
for an exclusive product of quality, but at a lower
price than perfumes of luxury range. The container
suggests masculine elegance. It is a glass transparent
polyhedron with edges and planes producing shines
and reflections, helping to create a double sensation
of hardness on one side and luxury on the other.
The packaging was solved with graphics that make
reference to the faceted shape of the container. It is
exclusively distributed at Mercadona.

Design Agency: Lavernia & Cienfuegos. Production

Date: 2008. Designer: Lavernia & Cienfuegos. Client:
RNB Laboratories. Nationality: Spain.

Criterio香水
该项目是专为一个男士品牌香水提供的包装瓶和平面设
计。Criterio香水是一款男士专用的品质上乘而价格低廉
的优质产品。独特的包装尽显男子阳刚之气。通透的玻璃
四面体结构，其边界和立面具有良好的反射效果，巧妙地
营造出坚实、高贵之感。该包装的平面设计包括对容器小
面的雕刻。该产品仅在梅尔卡多纳连锁超市中销售。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：
2008年 设计师：莱沃尼亚，西恩富戈斯 客户：RNB研究
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室 国家：西班牙

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 Sisi Parfumerie & Cosmetiques
The project was a perfume store. At the centre of this project lies a texture-rich use of
typography, highlighting the elegance and class associated with this trademark.
The envelopes have been embossed with simple shapes and a catchword.

Design Agency: Julien de Repentigny / Visual Advice. Production Date: 2008.

Creative Director: Julien de Repentigny. Designer: Julien de Repentigny. Client:
Sisi Parfumerie & Cosmétiques. Photography: Julien de Repentigny. Nationality:
Canada.

思思香水&化妆品公司
该项目是专为一个香水店提供的包装设计。设计采用凸版印刷方式，彰显产品的优雅与经
典，与产品的标签相得益彰。外包装形态简约，广告宣传口号十分醒目。

设计机构：朱利安·德·莱朋蒂尼/视觉建议工作室 完成时间：2008年 创意总监：朱利

安·德·莱朋蒂尼 设计师：朱利安·德·莱朋蒂尼 客户：思思香水&化妆品公司 摄
影：朱利安·德·莱朋蒂尼 国家：加拿大
 “Hombre”
Victorio & Lucchino
First masculine perfume of the Spanish stylists Victorio
& Lucchino. “Hombre” is an iconic bottle shaped into
a baroque pocket watch, for a sophisticated man and
seducer.
Sotano Studio designed the bottle, the graphics, the
packaging and the points of sale.

Design Agency: Sotano Studio. Production Date:

2009. Creative Director: Fanny le Bonniec.
Designer: Oscar del Cerro. Client: Antonio Puig, S.A.
Photography: Víctor Cucalón / Sotano Studio / Nin
Studio. Nationality: Spain.

Victorio & Lucchino“男子汉”香

水
这是西班牙Victorio&Lucchino品牌首个男士香水产品。
该系列产品以“男子汉”为名，包装瓶的外形酷似一个巴
洛克怀表，精致而诱惑。Sotano工作室为该产品提供包装
瓶、平面以及包装和销售终端的设计。

设计机构：Sotano设计工作室 完成时间：2009年 创意
总监：芬妮·勒·邦尼克 设计师：奥斯卡·戴尔·塞罗
客户：安东尼·普伊格股份公司 摄影：维克多·库凯
伦，Sotano设计工作室，Nin工作室 国家：西班牙

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 “De Mil Colores” Rosario Flores 罗萨里奥·洛蕾丝“德米尔彩色”系列产品
Translating the energy and the personality of the Spanish singer in a perfume, 该产品以西班牙歌手为名，活泼而具有十足的个性魅力。Sotano设计工作室为其提供的包装
Sotano Studio created this ethnic and mysterious bottle. The graphics and the 瓶设计神秘而民族色彩浓厚。该项目的平面设计和包装设计均受到曼荼罗和神奇的护身符的
packaging are inspired by mandalas, magical talismans. 启发。

Design Agency: Sotano Studio. Production Date: 2010. Creative Director: Oscar del 设计机构：Sotano设计工作室 完成时间：2010年 创意总监：奥斯卡·戴尔·塞罗 设计
Cerro. Designer: Fanny le Bonniec. Client: Antonio Puig, S.A. Photography: Foto 师：芬妮·勒·邦尼克 客户：安东尼·普伊格股份公司 摄影：弗图·康姆伯特 国家：
Combert. Nationality: Spain. 西班牙
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Concepts 概念
Proposals developed during various projects for famous brands. Each design reflects 在为多个著名品牌提供各种项目设计过程中所开发的提案。每一个设计均彰显出该品牌的价
the brand values and communicates a strong concept: the movement of curling and 值理念，并有力传达出一个有力的概念，即舞动的丝带、旋转的舞衣以及发出清脆丁丁声的
swirling ribbons, the whirling of a dancing dress or the tinkling of bracelets... 手链……

Design Agency: Sotano Studio. Production Date: 2008–2010. Designer: Fanny le 设计机构：Sotano设计工作室 完成时间：2008-2010年 设计师：芬妮·勒·邦尼克，奥
Bonniec / Oscar del Cerro. Photography: Sotano Studio. Nationality: France / 斯卡·戴尔·塞罗 摄影：Sotano设计工作室 国家：法国，西班牙
Spain.
 Montesinos
It is the design of bottle for women’s fragrance.
A black glass cylinder wrapped in fuchsia in order
to evoke the creative world of Francis Montesinos
in which the traditional and the modern, the
Mediterranean and the sophisticated are combined.

Design Agency: Lavernia & Cienfuegos. Production

Date: 2008. Designer: Lavernia & Cienfuegos. Client:
RNB Laboratories. Nationality: Spain.

Montesinos香水
该项目是专为一个女士品牌香水提供的包装瓶设计。
黑色的玻璃圆瓶外覆以紫红色外壳，唤起人们对弗朗西
斯·蒙特西诺斯创意世界的思考，强调古典与现代风格
的融合，并巧妙地将地中海气息和精致的格调相结合。

设计机构：莱沃尼亚&西恩富戈斯设计工作室 完成时间：
2008年 设计师：莱沃尼亚，西恩富戈斯 客户：RNB研究
室 国家：西班牙

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 Infiniti Fragrances Range “无限”香水系列
When designing the packaging for Woolworths’ private label top tier fragrances, 为沃尔沃斯零售公司自有品牌高端香水产品的设计关键是打造一个匠心独运、创新醒目的包
innovative stand-out on shelf was of utmost importance. Infiniti, Sheer Infiniti 装。“无限”、“绝对无限”、“纯粹无限”这三种产品均采用简约的字体，运用单一的有
and Pure Infiniti were designed using simple typography and a single organic 机插画，香型不同，图案也各异。
illustration which was cropped individually for each fragrance. 设计的纸盒上采用柔和的金属油墨印刷，表面涂以紫外光亮光漆，整体采用亚光层压和压花
Luxurious cartons were printed using soft metallic inks, spot gloss UV varnish, overall 模式。
matt laminated and embossed. 包装瓶的前身印有产品的名称，后身则彰显出了液体的有机形象。
The bottles were printed with the name on the front, while the organic image reflects
through the liquid from the back of the bottle.

Design Agency: Moag Bailie Design Consultants. Creative Director: Annie Moag. 设计机构：莫格·培黎设计顾问公司 创意总监：安妮·莫格 国家：南非
Nationality: South Africa.
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Dizen Dizen
La Casa del Aroma is the ambient fragrances division from Sandra Marzzan. A La Casa del Aroma空气清新剂是Sandra Marzzan品牌旗下的产品。设计师为标签设计了一
flowered field is the image the designers create for the label. 个花田背景，匠心独运。

Design Agency: Dizen. Production Date: 2006. Creative Director: Ignacio 设计机构：Dizen设计工作室 完成时间：2006年 创意总监：伊格纳西奥·爱圭格林 设
Eguiguren. Designer: Paula Menéndez. Client: Sandra Marzzan. Photography: 计师：保拉·梅嫩德斯 客户：Sandra Marzzan品牌 摄影：哈维尔·伊祖尔 国家：阿根
Javier Izuel. Nationality: Argentina. 廷
 Dizen Dizen
Tal Cual is the Eau de perfume of Sandra Marzzan. The packaging is feminine, with Tal Cual清雅香水是Sandra Marzzan品牌旗下的产品。包装风格柔美，以紫色为主要色调。
violet tones.

Design Agency: Dizen. Production Date: 2006. Creative Director: Ignacio 设计机构：Dizen设计工作室 完成时间：2006年 创意总监：伊格纳西奥·爱圭格林 设
Eguiguren. Designer: Paula Menéndez. Client: Sandra Marzzan. Photography: 计师：保拉·梅嫩德斯 客户：Sandra Marzzan品牌 摄影：哈维尔·伊祖尔 国家：阿根
Javier Izuel. Nationality: Argentina. 廷
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Minuit Prive 午夜
The object of this project was to develop a concept brand and a proposal for 该项目的设计目的是创建一个品牌理念并制定一个包装和命名方案。设计风格要求高雅、独
packaging as well as naming. It denotes elegance and exclusivity but is targeted 特，但价位能够被广大消费者所接受。该产品的销售目标以固定的、优雅、性感的女性为主
towards a cost-conscious audience. The brief described the target audience 体，因此必须具备个性、独特的品质。设计师巧妙地将香气作为整个包装的主要元素，寓意
as secure, elegant and sensual women with unique personality and style. The 神秘、迷人的香气期待人们的靠近。设计师提供的命名方案完美地彰显了产品迷人、魅惑的
designers utilised the fragrance as the main element for the packaging as 特质，它们分别是“Minuit prive” (午夜)、Desirée (热切的)、Seduisante (诱人的)
something exclusive with a connotation that the scent is something hidden, and Mysterieuse (神秘的)。独特的包装设计充分彰显了产品的设计理念，即现代与经典外
mysterious and secret. The designers chose names to encompass enchantment 观的融合。永恒的瓶身结构与现代时尚的外包装完美搭配，而外包装则巧妙地将液体流动概
that they wanted to convey: “Minuit prive” (midnight), Desirée (Desired) Seduisante 念与香气的散发完美结合在了一起。
(Seductive) and Mysterieuse (Mysterious). The packaging also had to reflect the
concepts: modern with a hint of classic appeal. The body of the bottle is reminiscent
of the timeless perfumes while the encasing gives a more contemporary touch that
links the concept of fluid movement depicted as smoke.

Production Date: 2010. Creative Director: José Luis García Eguiguren / Leonor 完成时间：2010年 创意总监：何塞·路易斯·加西亚·爱圭格林，莱昂纳·平托，卡地
Pinto / Cátia Caeiro. Designer: José Luis García Eguiguren / Leonor Pinto / Cátia 亚·卡爱罗 设计师：何塞·路易斯·加西亚·爱圭格林，莱昂纳·平托，卡地亚·卡爱罗
Caeiro. Client: Helena Hess. Nationality: Spain. 客户：海伦娜·赫斯公司 国家：西班牙
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21 Drops 21Drops精油
The goal of the design was to achieve a contemporary sensibility while respecting 该设计的目标是营造一个现代的感觉，同时尊重芳香疗法的遗产和产品的手工艺性。设计师
the heritage of aromatherapy and the artisanal nature of the product. This was 巧妙运用了一个多彩多姿的色彩方案，并运用以数字为主体的字体方案，完美地将浮雕图案
achieved through the amalgamation of a vibrant colour palette and font-driven 和一个牛皮纸衬底相结合。
numerical graphics combined with embossed patterns and a kraft substrate.

Design Agency: Purpose–Built. Production Date: 2010. Creative Director: Kelly 设计机构：Purpose-Built设计工作室 完成时间：2010年 创意总监：凯利·科瓦克 设
Kovack. Designer: Mi Rae Park. Client: 21 Drops. Photography: Raymond Hom / 计师：宓·雷伊·帕克 客户：21Drops品牌 摄影：雷蒙德·霍姆，保罗·蒂林哈斯特
Paul Tillinghast. Nationality: USA. 国家：美国
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Marc Jacobs Perfume Proposal 马克·雅各布香水提案

This was a proposal for a Marc Jacobs luxury fragrance. The 50 - millilitre bottle has 该项目是专为马克·雅各布奢华香水提供的包装设计提案。50毫升的包装瓶与一个金属链连
interchangeable caps connected with a gold chain similar to the hardware on Marc 接，犹如马克·雅各布手提包上的硬件一般醒目、迷人。
Jacobs handbags. 100毫升的香水包装上设置了一个可拆卸的小型淡香水瓶。
The 100 - millilitre has a detachable mini eau de toilette to take on the go.

Design Agency: BUREAU–TM. Creative Director: Tommy Everett. Client: Coty 设计机构：BUREAU-TM设计工作室 创意总监：汤米·埃弗里特 客户：科蒂集团 国家：
Prestige. Nationality: USA. 美国
 John Galliano First Fragrance
Bottling & Packaging 约翰·加里亚诺的首款香水瓶装设计
Vivacious and fashionable, John Galliano’s first perfume was inspired by the 朝气蓬勃、时尚前卫的约翰·加里亚诺首款香水的设计灵感来自设计师的冥想以及一个神秘
designer’s muse, a mystical woman who’s eccentric, contradictory, seductive and 莫测、天马行空、魅惑性感的女性。包装风格现代、时尚，具有典型的Belle Epoque品牌风
sensual. While contemporary in look, the bottle pays tribute to the Belle Epoque. 格。褶皱和镂空处理的玫瑰形状玻璃瓶如同波迪尼画作中的礼服，尽显唯美、高贵姿态。
The glass, pleated and pierced by the Poiret rose so dear to the designer, recalls the
gowns depicted in Boldini’s paintings.

Design Agency: Centdegres. Production Date: 2008. Creative Director: Elie 设计机构：Centdegres设计工作室 完成时间：2008年 创意总监：埃利·帕佩尼克 客
Papiernik. Client: John Galliano. Nationality: France. 户：约翰·加里亚诺香水 国家：法国
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Lanvin Marry Me
Product Design & Packaging 兰文“嫁给我”产品设计及包装
Largely inspired by the world of Albert Elbaz, the bottle features the character of the 设计的灵感源自阿尔伯特·艾尔贝兹的世界，该包装瓶完美突出了兰文时装店的特色。柔
Lanvin fashion house. Feminine and modern, the bottle reinterprets the bow motif in 美、时尚的包装瓶对标新立异的设计路线进行了完美诠释。
an original and offbeat way.

Design Agency: Centdegres. Production Date: 2010. Creative Director: Tommy 设计机构：Centdegres设计工作室 完成时间：2010年 创意总监：汤米·埃弗里特 客
Everett. Client: LANVIN. Photography: Lanvin Parfums. Nationality: France. 户：兰文香水品牌 摄影：兰文香水品牌 国家：法国
 Pure Espoir Packaging Bottle
and Flask Design 纯粹艾丝珀香水瓶装设计
The inspiration came from the feather-light elements found in nature, the design 设计的灵感源自自然界中所有如羽毛般轻盈的元素，设计以轻盈、飘逸为主题。柔和、精致
capturing this infinite lightness. The bottle is as soft and delicate as a rose petal, 的香水瓶犹如一个玫瑰花瓣，仿佛在翘首期待清风的吹拂。圆润的形态很适合双手的掌握。
seemingly ready to take off at any moment, lifted by a gentle breeze. The round form
fits neatly into the palm of the hand, nestling there naturally.

Design Agency: Centdegres. Production Date: 2007. Creative Director: Elie 设计机构：Centdegres设计工作室 完成时间：2007年 创意总监：埃利·帕佩尼克 客
Papiernik. Client: Amore Pacific. Nationality: France. 户：爱茉莉太平洋集团 国家：法国
 The Body Shop
The Body Shop International PLC is a natural and
ethical beauty brand with over 2,500 stores worldwide.
The Body Shop carries a wide range of products for the
body, face, hair and home.
Sandra Planeta, the founder of Planeta Design worked
with the Body Shop for many years as the head of
the global packaging division. One of the greatest
challenges was to handle the multi language
labelling task. The Body Shop’s products are sold in
many different markets, each with their own legal
directions that have to be satisfied. Customising the
packaging for each market was impossible due to
its inflexibility as well as the high costs. The result of
the packaging was a communication solution that
worked on all markets as well as being clear and
attractive to the customer.
Sandra Planeta was instrumental in the re-vamping of
the brand's packaging with clean graphic packaging,
characterised by photographic elements of the main
ingredients. Scent me, Invent Your Scent, Born Lippy,
Men's fragrance and skincare, and haircare have all
gone through Sandra's meticulous design process.

Design Agency: Planeta Design. Production Date:

2000–2005. Creative Director: Sandra Planeta. Client:
The Body Shop International plc. Photography: Per
Mäkitalo. Nationality: Sweden.

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美体小铺
285
美体小铺是一个以纯天然和环保为理念的国际美容品牌，
目前在全世界已经拥有2,500个店铺。该品牌的产品种类丰
富，涉及美体、美容、护发以及家居用品。
桑德拉·普拉内塔作为普拉内塔设计工作室的创办人，多
年来一直与美体小铺合作，负责该品牌产品的全球包装设
计。设计的挑战之一是如何合理地设计多语言标签。该品
牌的产品多出售的地点不同，因此，其所销售的目标和主
体也不同。产品的固定性以及高价位决定了不可能为每个
销售地点设计出独一无二的包装风格。最终的包装风格在
适应所有销售市场的同时，能够有效捕捉消费者的目光。
桑德拉·普拉内塔巧妙地将产品的主要成分通过平面设计
彰显出来，使产品的天然属性深入人心。“发现我”、
“建造本身的速配香水” 套装、鲜果唇油蜜、男士香水、
护肤产品以及护发产品在桑德拉精心的包装下散发出耀眼
的光辉。

设计机构：普拉内塔设计工作室 完成时间：2000-2005年
创意总监：桑德拉·普拉内塔 客户：美体小铺国际有限
公司 摄影：珀尔·麦基塔罗 国家：瑞典
 Freedom of Creation
Packaging for L’Oreal 欧莱雅产品包装－自由创作工作室
On the occasion of the launch of its “Gold Future” eye reviver cream in 2006, Helena 2006年，欧莱雅旗下品牌赫莲娜·鲁宾斯坦在“金色未来”眼霜产品上市之际，邀请自由创
Rubinstein, a brand of L’Oreal, has asked Freedom of Creation to create an intriguing 作工作室为其打造一个迷人的包装，旨在完美彰显产品中活性金的稀有成分。
packaging, capable to express the preciousness of the product containing Micro- 设计的灵感来自流动性的奶油，自由创作工作室的创始人和该项目的设计师简·凯坦恩开发
Active Gold. 了一个有机球形外包装，采用柔韧性较强的尼龙为原料，利用三维印刷的方式。金色外壳完
Inspired by the fluidity of the cream, Janne Kyttanen, founder of FOC and designer of 美展现了“金色未来”的主题，性感而迷人，打开包装之时，金色的外壳呈柔和、螺旋的运
the packaging, has developed an organic spherical envelope realised with flexible 动。
nylon through 3D printing. This gold-finished shell bares the original “Gold Future” 自由创作工作室为66个赫莲娜·鲁宾斯坦“金色未来”限量版眼霜提供了包装设计。
cream packaging in a sensual way, unwrapping it in a soft, spiral movement.
Freedom of Creation designed and produced a limited edition of 66 pieces of this
unique Helena Rubinstein “Gold Future” packaging.

Design Agency: Freedom of Creation. Production Date: 2006. Designer: Janne 设计机构：自由创作工作室 完成时间：2006年 设计师简·凯坦恩 国家：荷兰
Kyttanen. Nationality: The Netherlands.
 Maura & Richard
Wedding Invitation and Bridal Favors. Black magic
roses, and hints of luxurious mother of pearl, were used
as inspiration. The vintage pattern and type treatment,
allowed this lovely assortment to fit perfectly in a
romantic fall setting.

Design Agency: Coterie New York. Production

Date: 2009. Designer: Erika Nielsen. Client:
Maura Alexander. Photography: Paul Tillinghast.
Nationality: USA.

毛拉＆理查德
该产品适用于婚礼盛宴和新娘化妆。魅惑的黑色玫瑰和奢
华的珍珠母为该设计提供了灵感源泉。优美的图案和字体
搭配营造出唯美、高贵的视觉效果，与浪漫的秋季背景形
成完美的统一体。

设计机构：纽约Coterie设计工作室 完成时间：2009年
设计师：埃里卡·尼尔森 客户：毛拉·亚历山大公司
摄影：保罗·特林哈斯特 国家：美国

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 Daniele de Winter
Packaging Design in cooperation with Benjamin Ehrhardt.
The brand De Winter implies scientific research, natural ingredients and a high
society luxury brand. The designers tried to keep the packaging of the cosmetics
very clean and reduced. This should underline the exclusive character of the brand.
A simple cylinder with one degree of bevel. This makes the product special without
obvious "styling". The bottom part of the product is made of glass. This shows the
background of the scientific research and stands for honesty and highest quality of
the ingredients. It's a matter of cause or self-evident that this product is 100% natural
and the best for your body.

Design Agency: AdbK Stuttgart. Production Date: 2008. Designer: Gerhardt

Kellermann / Benjamin Ehrhardt. Client: Autrepart Nature. Nationality: Germany.

丹尼尔的冬天
该包装设计获得了本杰明·埃哈特的鼎力帮助。
该品牌是一个采用高科技研究，运用天然成分的奢华产品。设计师希望该化妆品牌能够继续
保持洁净、迷人的风格，因此，突出产品的独特性是该设计的主题。包装瓶是一个带有一定
斜面的圆柱体结构。该结构使产品在同类产品中脱颖而出。产品的底部采用玻璃材料，以体
现产品科学研究的背景，并象征着成分的优质。如此设计，其纯天然的属性以及对身体带来
的好处将不言自明。

设计机构：斯图加特AdbK设计工作室 完成时间：2008年 设计师：杰哈特·凯勒曼，本杰

明·埃哈特 客户：Autrepart Nature品牌 国家：德国
 Celestial
Substance
To create a line of skin care products for an existing
brand that is far removed from the world of cosmetics.
By understanding the company’s background, brand
equity, and image, the goal is to create compelling
packaging for retail markets and cohesive product
extensions with an in-store display.

Production Date: 2010. Designer: Tran Huynh. Client:

Academy of Art University, School of Graphic Design,
San Francisco. Nationality: USA.

天体物质
为一个脱离了化妆品世界的原有品牌系列产品进行的设
计。设计师对公司的背景、品牌资产、公司形象进行了充
分的考察，设计的目标是为零售市场和支持店内展示的相
关产品进行包装设计。

完成时间：2010年 设计师：特兰·胡岩 客户：旧金山

艺术大学平面设计专业 国家：美国

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 Green People–Packaging Design
—Oy! “绿巨人”—包装设计- Oy!
Oy! – Organic Young! burst* named and designed a teen range of skin care products Oy!-儿童专用有机品！burst*设计工作室为“绿巨人”儿童系列护肤产品提供的命名方案和
for Green People. The language of the packs communicates to the teenagers. 包装设计。包装的设计语言充分彰显了产品以儿童为消费群体的特性。

Design Agency: burst*. Production Date: 2008. Creative Director: Kasia Rust. 设计机构：burst*设计工作室 完成时间：2008年 创意总监：卡西亚·卢斯特 设计师：
Designer: Sophie Mockford. Client: Green People. Nationality: UK. 索菲·默克福德 客户：“绿巨人”品牌 国家：英国
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IDC IDC护肤系列产品
Mookai was mandated to re-package and create a campaign for a new anti aging Mookai设计工作室应邀为一个全新抗老化系列护肤品提供再包装设计以及产品的宣传，该系
skincare line which uniquely targets 16 main causes of skin aging. The designers 列产品针对16个导致皮肤老化的原因提出了独特的解决办法。设计师开发了一个以“REGEN
developed the REGEN 16 name and icon to call attention to this unique proposition. 16”为名的命名方案和图标，以突出该系列产品的独特配方。“IDC”的名称和图标是设计
The name IDC and icon were the starting point. From there the designers researched 的出发点。随后，设计师对包装容器的形态、色彩、字体以及文字描述进行了细致地设计，
vessel shapes, colours, fonts and created key text to communicate the product 巧妙地传达出该产品的特性。该产品以展现其药妆特性和纯净的美感理念为宗旨。产品最初
benefits. They wanted to give the product a clinical and pure esthetic. The product 在法国Parashop连锁药店中销售，一年之后登录到加拿大和国际市场。
was launched in France in the Parashop drugstore chain and a year later came into
the Canadian and International markets.

Design Agency: Mookai Communications. Production Date: 2010. Creative 设计机构：Mookai设计工作室 完成时间：2010年 创意总监：罗理·凡·赛克洛斯基 艺
Director: Lori von Sychowski. Art Director: Lori von Sychowski. Designer: Stefanie 术总监：罗理·凡·赛克洛斯基 设计师：斯蒂芬妮·索赛克 客户：IDC公司 摄影：卡
Sosiak. Client: Immanence IDC. Photography: Carlo Hindian. Nationality: Canada. 罗·希蒂安 国家：加拿大
 Vespa Via Skincare
The internationally iconic Vespa carries a rich heritage and is a perfect candidate
for a new skincare line. Highlighting the brand in a fresh and bold way, Vespa Via is
an imagined concept behind a complete line of unisex products designed to fit the
contemporary lifestyle.

Production Date: 2010. Designer: Jenny Pan. Client: Academic. Photography: Rob
Villanueva. Nationality: USA.

Vespa Via护肤产品系列
国际知名品牌Vespa拥有悠久的历史和优秀的信誉保证，其新推出的护肤系列产品在市场上
再次掀起了一阵抢购高潮。设计的主题是彰显品牌的时尚和前卫, “Vespa Via”是一个构
想出的理念，以此为名的产品男女适宜，与现代的生活方式相得益彰。

完成时间：2010年 设计师：珍妮·潘 客户：学院 摄影：罗布·维拉纽瓦 国家：美国

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Kiehl's Creme de Corp 契尔氏经典润肤乳

The design agency, ilovedust, continuing their great relationship with Kiehl's, 爱尘设计工作室继续与契尔氏进行合作，为其特别设计插图标签。设计的理念是打造造型别
worked with them to create a range of bespoke illustrated labels. The idea behind 致的标签，并向消费者有力地传达出该产品的独特魅力。消费者在纽约契尔氏销售店里可以
this, was to enable the labels to be personalised to carry individual messages to 根据自身的要求购买产品，经典润肤乳上标签的印刷内容将为他们提供有力地引导。
friends and family or indeed any recipient of this great product! Customers can type
in their messages when visiting Kiehl's Store in New York and the labels are printed
and applied to bottles of Kiehl's famous Creme de Corps.

Design Agency: ilovedust. Production Date: 2010. Designer: ilovedust. Client: 设计机构：爱尘设计工作室 完成时间：2010年 设计师：爱尘设计工作室 客户：契尔氏
Kiehl's. Photography: ilovedust. Nationality: UK. 品牌 摄影：爱尘设计工作室 国家：英国
 One Love Organics
Skincare Packaging
This product line is about artisanal quality and
simplicity. The entire line is composed of just four
products, each of which is highly concentrated and
multi-functional. Three of the products are made by
hand and the 4th is made in small batches exclusively
for One Love Organics. The designers carried this
idea of hand - crafted simple beauty throughout the
packaging. Simplicity is expressed through form (with
minimal packaging components) and hand - crafted
quality is suggested through the label design (with
hand - drawn elements and a whimsical brand voice).
The designers used minimal packaging and put in
depth educational information on the website instead
of on a box or interior pamphlet.
Hand written product names suggest the personal,
hand - crafted quality of the products. While the hand
drawn patterns subtly suggest the action of each
product. Whimsical names and humorous descriptions
bring a unique voice to the brand and reflect the
belief that happiness is the foundation of true beauty.

Design Agency: One Love Organics. Production

Date: 2010. Cr eative Dir ector: Kendra Inman.
Designer: Kendra Inman. Client: One Love Organics.
Photography: Scott Clark. Nationality: USA.

“唯一的爱”有机护肤品包装
该产品线以突出手工艺性和简约为重点。整个产品线包括4
种产品，每一种产品具有高效和多功能的特点。其中三种产
品采用手工制作，另一种采用小批量生产。设计师在整个包
装设计中以产品的手工艺性和简约唯美的个性为主题。外形
（利用极少的包装组件）简约，标签设计（运用手绘元素和
古怪异想的品牌标语）充分展现了手工制作的精良。设计师
利用简约的包装，通过在网站上设计深入的指导信息以代替
包装盒或内装手册。手写产品名称完美传达了产品优质的手
工制作技术。手绘图案则暗示了每个产品的功能。奇异的名
称和幽默的描绘共同打造了一个独特的品牌，并彰显了该品
牌的服务理念，即快乐是真正魅力的基础。

设计机构：“唯一的爱”有机护肤品 完成时间：2010年
创意总监：肯德拉·英曼 设计师：肯德拉·英曼 客户：
“唯一的爱”有机护肤品 摄影：斯科特·克拉克 国家：
美国
 Little Me Organics
This is a re-brand from the ground up for a popular a range of organic baby
toiletries made from organic ingredients that contain gentle formulations and avoid
synthetic fragrances. This will be found in over 300 stores across the England.
The brief was to re-design the packs to appeal to mothers and to stand out in
an extremely competitive market place, whilst communicating the Organic
benefits and origins of the product. The designers achieved this by using a largely
decorative floral illustration incorporating the brand identity with the use of bold,
bright colours, which emulate children's book illustrations.

Design Agency: R Design. Production Date: 2008. Creative Director: Dave

Richmond. Designer: Charlotte Hayes. Client: KMI Brands. Nationality: UK.

“小小的我”有机化妆品
该项目是为一个畅销的婴儿有机护肤品牌提供品牌重塑设计。该品牌以有机成分为特色，蕴
含柔和配方，不含任何人工合成香料。该品牌产品在英国300多家商店中有售。设计的理念
是对原有的包装进行重新设计，以吸引更多妈妈的目光，并能够在同类商品中脱颖而出，并
传达出该产品的有机成分和产品的独特性。设计师巧妙运用了大型装饰花朵图案，并使之与
大胆、色彩鲜明的品牌标识完美结合，整个设计犹如孩子的图书插图。

设计机构：R设计工作室 完成时间：2008年 创意总监：戴夫·里奇蒙德 设计师：夏洛

特·海斯 客户：KMI品牌 国家：英国

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 Micheline Arcier Aromatherapie 米舍丽娜·艾瑟儿系列产品
The brand had become jaded and outdated through lack of design and marketing 该品牌由于缺少设计和市场的独特性而渐渐丧失了竞争力。
initiative. R设计工作室为该品牌开发了一个崭新的品牌识别，并通过包装设计、骑士桥诊室以及网站
R Design developed the new brand identity which was incorporated across 的设计实现了该品牌的彻底更新。设计的重点是保留产品诚信、权威、优质的本质。匠心独
packaging, Knightsbridge Clinic, and website as part of total brand update. 运的标识运用醒目、活泼、独特的色调，在尊重品牌历史的基础上，利用现代风格完美地塑
Particular attention was paid to retaining the integrity, authority and quality nature 造了一个经典的产品包装。
of the brand. This was achieved through an individual logo redesign with better
impact and vibrant and distinctive colour used to produce beautiful packaging of
great quality sympathetic with the brand's heritage yet relevant and contemporary.

Design Agency: R Design. Production Date: 2006. Creative Director: Dave 设计机构：R设计工作室 完成时间：2006年 创意总监：戴夫·里奇蒙德 设计师：夏洛
Richmond. Designer: Charlotte Hayes. Client: Micheline Arcier Aromatherapie. 特·海斯 客户：米舍丽娜·艾瑟儿品牌 国家：英国
Nationality: UK.
 Herborist
Logo & Packaging
Herborist is a premium cosmetics brand inspired
from the ancestral traditions of traditional Chinese
Medicine. The objective was to give Herborist a more
contemporary, international look by updating the
logo and creating a more distinctive range. The
design style is inspired from bamboo, a detail that
gives a touch of nature and refinement. It conveys
the knowhow and the diversity and also the harmony
through the circle.

Design Agency: Centdegres. Production Date: 2009.

Creative Director: Elie Papiernik. Client: JAHWA.
Nationality: France.

佰草集标识及包装设计
佰草集是一个优质的化妆品品牌，其创立的灵感来自中国
传统的祖传医学。该项目的设计目标是通过标识的更新以
及一个更为独特产品系列的包装打造一个更为时尚、国际
化的外观。设计的风格源自对竹子的参考，尽显天然和精
致之美，有力地传达出产品独特的配方以及多样性，圆润
的形态彰显出产品的和谐理念。

设计机构：Centdegres设计工作室 完成时间：2009年
创意总监：埃利·帕佩尼克 客户：上海家化公司 国
家：法国

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 Major
Packaging for thermal beauty/wellness products.

Design Agency: Trelink. Production Date: 2009.

Creative Director: Manuel dall'Olio. Nationality: Italy.

名家系列产品
为美容和健身产品提供的包装设计。

设计机构：Trelink设计工作室 完成时间：2009年 创意
总监：曼努埃尔·达尔·奥利尔 国家：意大利
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299

Givenchy Eaudemoiselle
Bottling & Packaging 纪梵希水系少女装瓶与包装设计
Givenchy wanted to create an eau de toilette that captured the brand’s essence, 纪梵希品牌希望打造一款能够体现该品牌精髓的端庄而高贵的产品，独特的标识在彰显出香
with an identity of its own reflecting the substance of a perfume and setting it apart 水属性的同时，又能够与同类产品进行明显地区分，做到真正的独树一帜。
from the category’s familiar offerings.

Design Agency: Centdegres. Production Date: 2010. Creative Director: Elie 设计机构：Centdegres设计工作室 完成时间：2010年 创意总监：埃利·帕佩尼克 客
Papiernik. Client: Givenchy. Photography: Boris Ovini / Parfums Givenchy. 户：纪梵希品牌 摄影：鲍里斯·澳维尼，纪梵希香水 国家：法国
Nationality: France.
 Odin Fragrance 奥丁香水
The Odin fragrance series represents a joint venture and creative collaboration 奥丁香水系列是奥丁品牌与Purpose-Built设计工作室共同合作的结晶。黑色的轮廓搭配、
between Odin and Purpose-Built. The packaging is an exploration in black with 对比鲜明的材质及表面，带给人们以全新的猎奇与感知体验。
contrasting materials and surfaced to promote discovery and a tactile experience.

Design Agency: Purpose–Built. Production Date: 2009. Creative Director: Larry Paul 设计机构: Purpose-Built设计工作室 完成时间：2009年 创意总监：赖瑞·保罗，艾
/ Eddy Chai. Designer: Emily Kim. Client: Odin. Nationality: USA. 迪·柴 设计师:艾米·丽金 客户:奥丁公司 国家:美国
 (calcco) Comunicación Visual Bleed

Index 48, 137 102

索引 AdbK Stuttgart
287
Blok Design
159

Aloof Blue Marlin

257 25, 32

Andi Yanto Bob Helsinki

131, 187 245, 246, 247

Angelini Design Box Design Studio

28, 206 184, 185

Anne Dahlin Boy Bastiaens

19 258

ARC'S Brandhouse Design

98 133, 230
301

ARTENTIKOl Brandient
51 53, 122

Atelier Bidule Brandoctor

94 165

Basedesign BrandOpus
83, 207, 254 29, 140, 144

Ben Langholz Bricks Through Windows

30 161

Big Dog Creative BUREAU–TM

174 217, 280

Biggs & Co Bürocratik Design

69, 233, 261 210
burst* DDH Studio El Poaig
231, 289 145 76, 78

Butterflies & Hurricanes DED Associates Elo Designs

250 80 65

BVD Default Bangkok Estudio Iuvaro

14, 138, 139, 190, 192, 221 110, 224, 225 127

Campoy Príncipi Domenech | CPD | Design Bridge Fabio Seva Design

Design & Calligraphy 155, 156, 171 33
73

Centdegres Design by Alpha Ferroconcrete

281, 282, 283, 296, 298 151 17, 49

Chhun Tang Visual Communications Designbymar Freedom of Creation

240 179 285

Circum Punkt Design Deutsch Design Works Fuse Design

27, 64, 193 34, 134, 170 38

CIULLA ASSOC DiDONATO Partners Grow_the Design Consultancy

71, 201, 202 47, 172, 173 135

Corretje Comunicación Grafica Dizen Gworkshop

20 274, 275 40, 70, 118, 204, 214, 248

Coterie New York Dolhem Design Harshyla Singh

286 226 223

CR84 Dow Design Ltd. Hatch Design

166 164 12, 55, 124, 180, 212

Dan Alexander & Co. Duffy & Partners Hattomonkey / Alexey Kurchin
243 219, 220, 222 81, 111, 112, 113

Davis Edholm Ullenius Hilary Sloane

41 175 128
 Hyung Jin Choi Karim Rashid Inc. Michael Young Ltd.
104 44, 45 82

Iain Dobson / Sarah Bustin KIAN Brand Agency Moag Bailie Design Consultants
232 24, 55, 105 273

Identity and Packaging for a Boutique Kroll Monique Kneepkens

Condiment Company 36, 99, 116 160
63

ilovedust Lavernia & Cienfuegos Mookai Communications

84, 129, 195, 292 234, 235, 262, 263, 264, 265, 266, 272 123, 237, 290

Isusko lg2boutique Mousegraphics

46 58, 60 72, 75, 146

James McCarthy Liska+Associates Moxie Sozo

182 208, 244 22, 86

Jenny Pan LOA Design Studio Mucca Design

205, 291 252, 253 142
303

JJAAKK Mads Jakob Poulsen Nadie Parshina Studio

8 108 119, 157, 197

Jon Patterson Marijana Zaric Neumeister Strategic Design AB

87, 141, 167 114 16, 35, 54, 68, 107, 136, 198

Jones Knowles Ritchie Mayday (London) New Moment–New Ideas Company

216 52, 92, 93 Y&R Skopjeproduction
26

José Luis García Eguiguren / Leonor Mayra Monobe NTGJ

Pinto / Cátia Caeiro 186, 189 74
276

Jovan Trkulja / Marijana Zaric Meat and Potatoes, Inc. Office

88 126, 148, 241 238

Julien de Repentigny / Visual Advice Merve Selvi Oleg Postnikov

117, 267 228 251
One Love Organics Spear Design Group Trelink
293 194 256, 297

Pierini Partners Spring Design Partners, Inc. Tridimage

176, 177 149 57, 147, 150

Planeta Design Stephanie Hughes Turnstyle

236, 284 91 6, 10, 62

Primvs Design Sterling Brands Version–X Design

66 152 218, 242

Purpose–Built STUDIO Remo Caminada Victor Eide

278, 299 96 200

R Design StudioIN Voice

15, 294, 295 100, 106, 153, 158 178

Reut Ashkenazy–Graphic Design The Creative Method Webb deVlam

132 90, 199 154

Rob Schellenberg The House London Ltd. WeikUp

196 18 260

Ryan Martin Design Thorleifur Gunnar Gíslason / Geir Wilfong Design

168 Olafsson / Hlynur Ingolfsson 120
162

SabotagePKG TomTor Studio WOND3R

89 42 239

Schmidt / Thurner / Von Keisenberg Tony Ibbotson YOU

Büro Für Visuelle 169, 188 56
203

Siaw Misa Tony Ibbotson / Tim Heyer Zac Jacobson

37 130 163

Sotano Studio Tran Huynh

268, 269, 270 288