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Concepts We Wish Were Real

by Elizabeth Freeman on 06/19/2015 | 14 Minute Read

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The week is finally over and what better way to celebrate then with our concepts we wish were real.



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We love seeing innovative package designs that help reduce waste and are well-suited to a brand. Diana Castaneda’s concept for ENZO, a men’s clothing company, produces almost no trash, and gives the buyer a hanger for their new clothing. This environmentally-conscious design is all-in-one, exuding independence, authenticity, and artistry, some of the brand’s core values.

ENZO focuses on craftsmanship and genuine design, and the packaging is designed from one single sheet of cardboard. It then unfolds and the cardboard can be turned into a hanger. The only piece of trash is the small cutout to create the hook of the hanger.

The name “ENZO” is featured on the front of the packaging in a bold slab serif typeface, exuding masculinity and originality. The brown cardboard has clean lines, looking both professional and accessible. 

Designed by Diana Castaneda

Country: Canada

City: Vancouver

Åbro Arton 56 


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Swampy, hot summer days call for bottles of chilled, light beer. Martin Hummel-Gradén designed a concept for a new identity and packaging for Arton56, a premium lager from Åbros. The result is an irresistible design that is bright, cheery, and perfectly suited for a poolside lounge.

“Arton56 is a distinctly airy and modern summer stock and the entire identity could breathe easy, crisp, and bright days without, on that account lose its coveted premium segmentation. To balance right between stock and easy to drink premium product we chose to work with heraldry and classic materials combined with a hand painted typography and transparent allocations. Which, together with a modern signal color, created a product that exudes both soft summer and lazy days that the good life every day.”

The color choice for Arton56 is a unique choice and immediately catches our eyes. The bold turquoise hues bring visions of sunny afternoons at the beach and friend-filled backyard barbecues into our heads. The clear bottle shows off the shimmering, amber color of the lager, and text is white instead of black, further exuding a playful atmosphere. The neck of the bottle features multiple small, blue lions, like a family crest, and one rests on the very top at the bottlecap.  

Designer: Martin Hummel-Gradén 

Illustration: Martin Hummel-Gradén 

Account manager: Frida Bresander  

Designed by Dear Friends & Shout 

Client: Åbro

Country: Sweden

Planet Kid


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 Planet Kid, designed by Elise Doreau, is a conceptual kid's cosmetic line that uses animals for each product to help children remember what the product is for. A plain white canvas is stamped with colorful animal silhouettes surrounding the Planet Kid cloud logo. The overall design is minimal and speaks to the organic nature of the products. 

Designed by Elise Doreau

Country: France

The Coffee Story


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Growing up, storytime was always a magical and exciting time of day, wasn’t it? The concept for The Coffee Story takes that playfulness and creates a storytime feeling for a coffee shop. Designed by Nikita Gill, it combines three simple things to create the fanciful brand: coffee (of course), a magical graphic element, and a storybook inspired font. 

“The Coffee Story is a little coffee shop that adds a little bit of whimsy on a street dominated by old bookstores and things that tell stories like antiques. Aptly named, the shop wanted branding that advertised the magic of the story, as well as the fact that they make the most delicious coffee and baked goods. Using the keywords they wanted to focus on, I chose a soothing, vibrant seafoam with the dark brown of coffee to create this identity and its collateral.”

Without appearing childlike, The Coffee Story has a simple and straightforward design. White, brown, and seafoam green color the graphics, containers, and even the storybook page used to wrap breads and pastries. The curlicue image that embraces the logo looks simultaneously like steam coming from the coffee cup and clouds in the sky. The storybook font chosen, Always Here, reminds us of reading some of our favorite children’s stories growing up. The elements invite the cafe-goers on an adventure while remaining minimal, allowing them to project their own experiences into the story.

Designed by Nikita Gill

Country: United Kingdom

City: London



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The average American drinks about two coffee drinks per day. Over the course of a month or a year, the materials and resources used to make those drinks add up! Marina Brockhoff’s concept for Cafeeiro includes sustainable packaging adapted for technical issues, materials, optimization of transport, and design, specifically with coffee in mind.

“The materials (paper, foil, yarn, glue, ink and clip) are all sustainable and compostable. The surface reminds you of coffee beans and arose from geometrical folding. On the labels there are drawings made of coffee.”

The packaging is completely unlike other coffee packaging on the market while also solving many of the problems associated with a commonly purchased product. Coffee-inspired hues, ranging from light to dark browns, are easily identifiable with the popular drink. However, the clean white packaging sends the message that this coffee and its packaging, are revolutionary. The packaging includes very little text, reflecting the simplicity and purity of the product inside. Using simple accents, like drawings made of coffee, and all sustainable packaging that is also incredibly functional, sets Cafeeiro coffee apart from all others.

“In addition to the packaging, there is a booklet which includes all the technical and creative backgrounds. Here you can find the original materials and drawings as well. The packaging is welded and sewn on the top (without glue); it closes the bag, sticks the labels and helps you to open the packaging. The clip, which is made of wood, closes the bag after opening and tags the sort of coffee because of different color shapes.”

Designed by Marina Brockhoff

Country: Germany

Blackbeard's Gunpowder Rum


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Edward Teach was one of the most famous and feared pirates of his time, often linked to the Golden Age of Piracy in the Caribbean. You’ve certainly heard of the infamous Teach, although more than likely by his other name, “Blackbeard.” 

“According to historical data, [Blackbeard] was skilful in the battle and terrifying in appearance, with testimonies claiming that when he fought he looked like the devil. Before the battle he would enjoy rum, inside which he used to throw gunpowder because he believed it made him stronger. He was tall and sturdy and he used to put fire on the edge of his beard and hair. The fire would fade away giving off smoke, making him look absolutely demonic. Inspired by our pirate illustration we created for Shakink Project-exhibition, we designed a conceptual black rum bottle and named it “Blackbeard’s Gunpowder.”

Corn Studio’s concept for Blackbeard’s Gunpowder is ominous and intriguing. The bottle features an image of Blackbeard, composed of only straight lines, giving it a simple geometric look. Although it is just an illustration, Blackbeard’s expressionless face and pitch black eyes are certainly cut out for intimidation. The packaging uses only black and grey, like that of the gun the notorious pirate holds in his hands. Along with the image, the bold sans serif font adds a dash of modernity, revitalizing this villain for contemporary society and honoring him with his favorite spirit. 

Designed by Corn Studio

Country: Greece

City: Athens

Boston Project


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“Taking care of your shoes shouldn’t just be something you have to do; it’s something you should want to do.” Taking this idea, four students at Broby Grafiska in Sweden desired to create a design that would grant consumers a feeling of privilege, having all the right information and products to clean their shoes. The concept for the shoe care company Boston, by Hilda FridmanFredrik BackCamilla Wallentin, and Bettina Leckborn, uses classic text, black and white elements, and an easily understandable numbers system to make anyone an absolute pro at shoe care. 

The students aimed to simplify, unify, and strengthen the brand, giving it a competitive edge on the market. Today, many consumers care about living an eco-friendly lifestyle. However, even though many know that caring well for a pair of leather shoes can make them last over a decade, the majority of shoe care brands appear outdated and don’t appeal to today’s environmentally-conscious audience. It was imperative to create a design for Boston that would suit today’s trends and appeal to modern customers, however also adapt easily. This would in turn make Boston entirely unique.

“Simplicity was very important to us. The new concept is based around numbers in order to quickly communicate the product’s function. 1 means the product cleans, 2 means it cares and nourishes and 3 means it protects. This also communicates that shoe care is a three-step process and also functions to show which order the products should be used. For the new concept we created an entirely new graphic identity, packaging for two different segments (a black one with products specifically for leather shoes, and a white for other materials), an exclusive gift kit, a website, stationery and developed an idea for a concept store where customers can walk in and have their shoes taken care of by experts."

Designed by Hilda FridmanFredrik BackCamilla WallentinBettina Leckborn

Country: Sweden