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Concepts We Wish Were Real

by Elizabeth Freeman on 05/15/2015 | 12 Minute Read

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Join The Dieline and venture into the innovative world of concepts we wish were real this beautiful Friday morning.

Aero Brand


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It’s reassuring as consumers when we have a brand that we know and trust. We feel comfortable turning to them for our every need that they can take care of for us. Such is the goal with Aero, a concept by students Liz CruzTran Tu NguyenHenni WaiMan Tso, and Aisya Z. Putri at Academy of Art University. 

“Starting with the idea of having a product line for each and every person in the family, we create Aero for Target that will bring it to the same level as Williams Sonoma and Crate & Barrel. The brand’s ambition is to become the ideal and trustworthy destination for newlyweds and new homeowners who are about to start an exciting life. We dedicate ourselves to products that work and design that shows care and is straight to the point.”

From baby products to health and wellness, to food, pets, and beyond, there is no member of the family that wouldn’t benefit from Aero. The name rests humbly on each product in a thin, all-caps font that works well on the variety of colors and types of items they sell. Each product from Aero features real-life images — babies, kitchenware, food, or animals, for example. This helps the consumer feel like the focus is on their needs and desires. Combined with the subtle text for the brand name, a purchaser could easily buy everything they need from Aero without realizing it until later. While the goal of having a product line for each person in the family is certainly met, it comes in much friendlier packaging and puts the needs of the buyer first.

Designed by Liz CruzTran Tu NguyenHenni WaiMan TsoAisya Z. Putri

Country: United States

City: San Francisco

Arktika Ice Cream 


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An engaging and evocative conceptual project. Tasked with creating a piece of packaging linked to a theme, Natasha Cuvinova decided to re-discover the aesthetic of the soviet era. “USSR was famous for its ice cream, it creates nostalgic associations and warm childhood memories. I tried to avoid too straightforward associations and symbols, I used soviet style typography and vintage prints which then turned into shapes reminding of soviet modernist architecture.”The overall concept has been developed across two variants: a premium one executed with folded silver board and a simpler one using paper and foil. Absolutely love the use of typography and the interesting shapes of the packaging. The use of foil elevates the pack and places the conceptual product on a very premium level.

Designed by Natasha Cuvinova

Country: Russia

MILK Packaging


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Consumers cannot avoid the endless options and choices they are faced with every single day. For a company to succeed, it is crucial to stand out in the crowd. Nosh Studio wanted the design concept for MILK packaging to be distinct but also embrace the product’s simplicity and delicious taste. They’ve created a refreshing and endearing eco-friendly glass milk packaging.

“The bottle was designed to embody a sense of purity and freshness. We opted for a gradual, low-hanging, convex curve that gave the milk weight, grounding it to the floor and expressing its wholeness. A simple yet identifiable graphic, that complimented the bottle, was chosen. The well spaced graphics exaggerated the form and connected the consumer through its unadorned regions.”

The cow-inspired design is playful, but could easily appeal to consumers of all ages. Nosh Studio smartly utilizes empty space on the container to highlight the product, but also includes valuable information on black parts of the packaging. The product message is clear and simple.

“We wanted to create a bottle design that expressed design as a thirst. Something that said, ‘You gotta taste this.’”

Designed by: Nosh StudioCountry: United States

City: San Francisco



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Getting comfortable and cozy for storytime as a child was always a much anticipated treat. But who says that storytime is just for children? The tale of Dayan Degereki, his love, and Ghenghis-Khan is a rich tale, and ARMBRAND used it as inspiration for a concept inspired by tradition for BALBAL liquor. 

“The first shaman on Earth named Dayan Degereki was so powerful, he could conquer even Death. He fell in love with a daughter of Genghis-Khan himself and spirited her right away from her wedding with a man she did not love. When Genghis-Khan's best riders gained the runagates at the bank of the Khövsgöl, a stunningly beautiful Altai lake, Dayan Degereki turned his beloved and himself into stone statues, balbals.

When Genghis Khan was desperate to return his dear daughter, the stones turned back into humans, and Genghis Khan appointed Dayan Degereki his key advisor. The Great Shaman, as he was titled, prepared a drink that became the secret to Genghis Khan's might, tenacity and incredible power. This liquor of tough men, arkhi, is made of milk, ginseng, mountain honey and Altai herbs.”

The packaging concept is slightly eerie, with the bottles standing tall as strong statues with expressionless stone faces. The design relies only on three colors — a murky white, coal black, and a muted bronze — which feel earthy and like they were pulled directly out of the ground. An ethereal, dreamy figure graces each bottle, and each stone figure gets a bit of humanity with a small hand reaching out in front holding a glass.

Designed by ARMBRAND

Country: Belarus

Straus Family Creamery Organic Milk


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Most of us never lived through a time when the milkman would come to your door with a crate brimming with bottles filled directly from the farm. Something about those glass bottles, though, inspires a sense of nostalgia in us to dream of a simpler time. Chin I Lee’s concept for Straus Family Creamery’s milk walks a thin line between this traditional vibe and modern practicalities.

The bottle is almost entirely the same width from top to bottom, creating a near-perfect cylindrical shape. The Straus logo is a classic, timeless image, paired with a bold, thick font that feels contemporary. The fat percentage and information is written in a thin, modest text, but it is featured in bright red, green, and blue hues to set each milk type apart.

“After researching this company, I found Straus Family Creamery has been offering their organic milk in reusable glass bottles from the very beginning. It is a good idea to keep a sustainable community. I chose a minimalist design style to convey simple and healthy fresh milk products. The use of color palette includes red, green and blue to emphasize different kinds of milk fat.”

Designed by Chin I LeeCountry: United States

City: San Francisco

Sea Stalker


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If great white sharks, box jellyfish, and sea snakes weren’t enough, there’s one more thing to add to the list of creatures that will haunt your ocean dreams: giant squids. Ashley Swope took the idea of terrifying sea creatures for her concept, Sea Stalker Rum, and the result is an ominous bottle and carrying crate you might find on a ship as different pirates swap horror stories. 

“The whole brand concentrates on the creature stalking pirates. The label art demonstrates the event of hunting, while the handles of the jugs mimic the movement in the label. Each jug is handmade, so they are all one of a kind. Each one is also topped and sealed with a black ink soaked cork, tying back to the theme of the creature inking.”

Sea Stalker Rum shows how small details can work together as a cohesive unit to create something spectacular. The bottle features a tentacle as a handle, as well as a label made from ripped paper that appears almost like an old map. The ink on the label bleeds eerily, featuring images of sinking ships and one or two tentacles. A crate, with a laser cut logo on the front and complete with nooses as handles, goes above and beyond to create an experience for the consumer.

Designed by Ashley Swope

Country: United States

City: Brooklyn, NY