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Concepts We Wish Were Real

by Elizabeth Freeman on 07/10/2015 | 14 Minute Read

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Check out this amazing collection of Concepts We Wish Were Real.

5 Gulden


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A brilliant piece of packaging inspired by the history of beer. Studio KQ in Germany tells us the story behind their concept work: “In 1156 Duke Friedrich Barbarossa induced an regulation, which punished who served beer of poor quality or wrong quantity. The penalty was 5 Gulden (5 gold coins)”. Inspired by this dictate, Studio KQ created ‘ 5 Gulden’, a good beer of proper quality. The design perfectly reflects the nature of the beer: honest and simple. The logo puts elements of the gothic architecture in a modern context, which influences the unique character of this product. Every wooden box contains two German premium beers: one filled with dark beer and another one with pilsner. A golden project indeed.

Designed by Studio KQ

Country: Germany

Strigo Apparel


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Strigo Apparel gives new meaning to the phrase, “Spread your wings.” The concept for this alternative clothing brand for men and women appeals to those looking for a clean but edgy look. Created by a small team in Guadalajara, Guillermo CastellanosMoisés GuillénDaniel Lyono, andPara Todo Hay Fans agency designed Strigo with striking colors, geometric elements, and a recognizable animal to represent the brand. 

Strigo is an alternative clothing line of Indo-Australian influences. Its name was inspired by the physical and symbolic value of the owl species present in 5 continents, belonging to the family of strigiformes. An alternate brand influence has been the history of the Middle Age, where reason was seen through faith, only then reaching true wisdom. It is the combination between the origins of this time and the uniqueness of our nocturnal figure that give life to the brand; the wise bird that will extend its essence as far as its wings can take it.”

White and gold hues give Strigo a prestigious and exclusive vibe while the black and gray colors add a grittiness. The owl used to depict the brand is drawn minimally while retaining a distinguished personality. Various graphics of lines and semi circles look almost like a new-age flag or family crest, and the geometric patterns imply intelligence and fine taste. Aiming for something different, Strigo Apparel is not completely like any other clothing brand we’ve ever seen, appearing equally clean and rough around the edges.

Designed by Guillermo CastellanosMoisés GuillénDaniel LyonoPara Todo Hay Fans

Country: Mexico

Are You Ok?


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Anytime you need some bandages or antibacterial ointment, do you find yourself rummaging through your first aid kit, moving different things around in a messy, unorganized way? Nick Massarelli has designed a first aid kit that not only keeps everything arranged smartly but creates an experience for the user. Even the name, “Are You Okay?” implies that there’s more to this kit than just the supplies. 

“This first aid kit was designed to have a simple system of organization that allows the user to quickly and calmly navigate through its contents. I engineered a package that hangs onto a wall, much like an industrial first aid kit. The packaging was designed with multiple reveals to create an experience when using the kit. The illustrated iconography allows the system to have a stress-free feel that makes it as decorative as it is useful.”

The provisions unfold to lay out neatly on a flat surface, and everything is labeled with arrows and names. Packaging is black and white, keeping everything simple and easy to read. There’s an impressive array of supplies, from ice packs to scissors to gauze, and it all packs up neatly into a case you can hold in one hand. Fun illustrations show certain things associated with first aid, but nothing appears too childish. This kit is something that kids and adults will feel comfortable using, and having the contents compartmentalized and labeled is key. Even if you’re feeling a little flustered, you’ll be able to find exactly what you need.

Designed by Nick Massarelli

Country: United States

Polish Baltic Porter Case Study


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We’re living in a beer lover’s dream. There’s an ever-growing number of styles and getting a hold of a finely crafted brew is easy for even the most discerning beer drinker. Fuse Collective thought it was time to celebrate this, so they took it upon themselves to closely examine the Polish beer market and explore the variety of packaging out there.

“For case study purposes, we’ve focused on Baltic Porter, a style described by many as Poland’s brewing treasure. This statement also can be confirmed by the results of the latest international beer competitions: Gold in European Beer Star 2013 in Munich, and Bronze in the World Beer Cup 2014 in Denver for Polish Baltic Porters. Porter ?ódzki - our local brand was chosen as a base for case study concepts. After careful research, 3 potential groups of brewing companies emerged with very distinct visual solutions based on size, target group, market position and strategy.”

Three segments were considered: a large company possibly owned by an international conglomerate, a regional brewery that is mostly private or owned by a single family, and a small microbrewery. Baltic treasure, Promised Land, and City of neons were the creative ideas for each segment, respectively. Each beer evokes a distinct set of emotions based on the packaging. The first beer, for example, exudes nobility and masculinity with its red, gold, and black label while pulling from the history of its inspiration, Baltic amber. “The Baltic region is a home to the largest known deposit of amber, called Baltic Amber. Gdansk, the undisputed amber capital of the world, provides a strong symbol of the Polish domination in the amber jewelry market. Rich tradition mixed with outstanding craftsmanship makes both, Baltic Porter and Baltic amber, Polish national treasures.”

The regional brewery selection has a subtle color palette that includes light to dark brown hues. Its label appears traditional, with an image that nods to the history of the brewing process in an industrial setting. An incredibly decorative typeface is used, inspired by local historic shop signage.

The microbrewery choice is undeniably unique, combining tradition and fun. “Nightlife in Lodz is the one of few things that can match the bold character of Baltic porter. Both are rich and offer plenty of surprises that give you the unique feeling of being one of the kind.” A splash of seafoam green stands out against the copper images and amber bottle, and a monogram inspired from the gate of an old brewery rests in the middle of the label. Being the most distinct of the three brews, it takes much of what we saw in the other beer options and heightens them, while at the same time making it clear that they also know how to have a good time.

Designed by Fuse Collective

Country: Poland

Old Jacaica Brand


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What happened to the Old Jamaica? The story of this fictional ship is left up to your own imagination, although you can probably deduce it has something to do with the wicked-looking octopus gripping the ship’s mast. Jon Smith designed a concept to rebrand Old Jamaica ginger beer, updating it and giving it a character that would appeal to modern consumers. He also aimed to reposition the drinks as quality products, and expand the brand to include a new rum and ginger beer alcoholic drink.

“I envisioned the ‘Old Jamaica’ as being the name of a ship that transported ginger beer to Jamaica. I took this as an opportunity to create a brand story, which starts with a tale of destruction, desperation and an unimaginable find. In which a ginger beer recipe was found upon the Old Jamaica shipwreck many years later.”

A large, detailed black and white drawing of an octopus floats along the label, with blots of black ink floating around it. This image tells part of the story, and the packaging elaborates on it. The beverages are packaged in opaque back bottles, sealed with a wire cage featuring the doomed ship on top. A single bottle is wrapped in a paper, designed to look like it was found among a shipwreck, with blurred writing and images on it. A six-pack is sold in a unique carrying case that seem to mimic what the hold of the ship might have looked like.

Designed by Jon Smith

Country: United Kingdom

The Taste of Adventure


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“I was never able to travel, but I did travel thanks to it.” A delicious wine is one thing, but a delicious wine with tales of adventure accompanying it is another. With the story of an extravagant trip, Interbrand’s concept for a line of wine from Ramón Bilbao takes its consumers on a whimsical journey. Utilizing incredibly detailed illustrations of hot air balloon rides and paddling out to sea, Interbrand has dreamed up a drinkable narrative that feels similar to The Odyssey. 

“We created a distinctive and proprietary conceptual universe inspired by a new brand storytelling: Ramón Bilbao, the spirit of a challenge of adventure and discovery. Set in the 1920's, each vignette of this imaginary trip is trimmed as an over-sized stamp and connected to each other in groups of four. A unique collection, expandible by stages and specially delivered to selected audiences.”

Using the idea of a stamp helps the consumer feel more connected to the journey. It’s as if they’ve received a letter or postcard from this person, telling them all about the most recent adventures. The graphics and illustrations fall perfectly in line with the 1920s setting. While many wines opt to have images of the winery itself on the bottle, the drawings of our hero’s travels on Ramón Bilbao wines transport, excite, and engage the buyer.

Designed by Interbrand

Country: Spain

City: Madrid