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Concepts We Wish Were Real

by Elizabeth Freeman on 08/07/2015 | 11 Minute Read

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Hello, beautiful people! Let's kick off the weekend with our collection of concepts inspired by COLOR. Which concept would you like to see brought to life? 

Only Fruit


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Colorful, deliciously pretty and fun: these are the key traits of “Only Fruit”, a concept brand by Maria Mordvintseva-Keeler. Healthy snacks are a huge trend these days but Maria noticed that “Healthy snacks somehow never look as delicious and fun as the sugary unhealthy stuff.”From this observation comes the inspiration for her concept work: using 100% natural fruit bars as product of choice, Maria created a playful packaging - entertaining and fun. “Instead of a conventional logo, the packaging features a dynamic logo: the letter U assumes a different fruit shape depending on the flavor. Bright colors, playful lettering and surreal characters are meant to attract the attention of anyone looking for a healthy alternative to candy.The concept is built around the secret life of fruit as “those guys are always up to something when nobody's looking”. Each flavor is represented by a surreal character with a fun and unique personality and the use of these tiny brand ambassadors works really well when creating supporting material for the packaging (e.g. stickers). 

Designed by Maria Mordvintseva-Keeler

Country: United States

De Cecco


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This concept for Italian brand De Cecco is a bright and refreshing take on the traditional. A packaging and rebranding project by Kajsa Klaesén, the brand is revitalized and positioned as a quality choice for dry pasta. “I wanted to keep their classic color scheme, but changed the hues to give it a fresh update. The idea was to make packaging that would stand out next to other brands, but still have a traditional feel. The circle is a recurring element both in the typography and the cut-outs.”

The serif typeface feels incredibly classic, respecting the brand’s history as well as pasta making itself, an art in Italy. Other elements breathe a bit of life into what we normally see from pasta packaging. The recurring appearance of the circle, like the clear section of packaging to get a sneak peek of the pasta or the curve of the De Cecco brand name, is unexpected. It also allows the different types of pasta to look unified next to each other on the shelves. Instead of opting for green, white, or red — colors of the Italian flag — a nearly pasta-colored yellow hue and a baby blue appear on the containers in blocks of color. The blue is especially striking and unexpected, not only helping De Cecco to stand out but also to appear as a premium option for dried pasta.

Designed by Kajsa Klaesén

Country: Sweden



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This concept for SIBARITA, a high quality chocolate brand, is stunningly simple and inspired by the patterns and structure of chocolate itself. David Reca created the design, using unique materials to come up with the graphics. 

“The concept started from the idea of representing the melted chocolate as it were the different flavours of the product line. The curves and the forms of the chocolate in his melted state inspired the graphic, making it represent the melted chocolate as it were the only ingredient of the product.The textures, which simulates chocolate made with the natural ingredients in a literal way, have been created with nail polish. Over the water, the nail polish generate natural waves that chocolate also produces in the making.”

Designed by David Reca

Country: Spain

Kurukahveci Mehmet Efendi


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Coffee is one thing; Turkish coffee is another thing entirely. In Turkish culture, coffee is practically a ritual that is especially important during social engagements, ceremonies, and holidays. For his final design thesis, Emre Tellitraced the culture of Turkish coffee to establish a new brand identity for Kurukahveci Mehmet Efendi coffee, aiming to make it a global player rather than just a regional one and to differentiate it from other brands on the market.

“Despite a strong brand awareness, Kurukahveci Mehmet Efendi risks to regress in the coffee market as an outdated and still local brand that lacks a contemporary spirit. Therefore I began by updating the iconic logo while maintaining the essential brand values adopting to the contemporary spirit. The modernization depicts an intrinsic duality of their characters and balance associated with coffee industry and leading high quality.The first approach performed an overall rebranding of the identity and packaging, where the contemporary design spirit is the core for the creative strategy and regards its traditional brand values, reflecting the contemporary zeitgeist within. The new products (filter-coffee, roasted/ground espresso and cocoa) were carefully re-integrated in the unified design to strengthen the units and remain decent but available for separate sale. This allows a focused and confident brand communication. The new packaging for Kurukahveci Mehmet Efendi’s Turkish Coffee consolidates its range, improves dispatch, facilitates continued growth and unifies both their commercial and wholesale ranges under one practical system.”

Telli’s rebranding positions Kurukahveci Mehmet Efendi coffee as a luxurious experience as opposed to merely a beverage. The logo’s clean lines and powerful imagery makes the consumer feel almost like royalty. The coffee canisters, filter coffee bags, and espresso packaging have symmetrical designs, similar to that of a stained glass window. It adds beauty and further intrigues the buyer. “Black Gold,” or the line’s instant coffee, adopts a slightly different look, clearly branching out a bit from the main brand to have a wider reach. 

Designed by Emre Telli

Country: Italy



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Bottled water is a genius idea, but as convenient as it may be, it is damaging to the environment. Flowater could be an amazing solution. The concept, created by Zoey Chung, takes reclaimed water and packages it into a recyclable container, giving consumers the ease of having bottled water without harming nature. 

Flowater is a Tetra Pak of drinking water, which is extracted from flowers that have a healing property for human body. The logo is the water drop shape that contains the ingredient inside. In an effort to maintain the brand’s identity with clearness and pureness, the system equips a cool tone color palette, and a refreshed look and feel for drinking water. The structure is made of 100% recyclable paper container.”

Flowater is beautifully executed and a totally different take on bottled water. While many companies rely on clean and simple logos and designs, Chung takes her concept in a different direction. Small graphics of flowers, herbs, and leaves are scattered all over the packaging, including Flowater’s logo and on parts of the Tetra Pack. This implies that while the water itself may be a simple product, the story behind the organic and pure Flowater is rich. A few different shades of blue allow the white text and images to pop. Flowater could clearly compete with other bottled water on the market, but its design also sets it apart, making it clear that it is something new.  

Designed by Zoey Chung

Country: United States

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