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Concepts We Wish Were Real

by Elizabeth Freeman on 02/19/2016 | 11 Minute Read

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Celebrate the end of the week with our wonderful Concepts We Wish Were Real.

Privo Pasta


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The ultimate form of sophistication. Conceptualized by John Noussis, Mikaela Argyriadou, Dario Veruari , traditional Italian pasta is packaged in simple boxes with a small peep-through window. Offering a luxury experience to its consumers, perfectly portioned pasta is laid out on a bed of logo printed tissue paper. 

"Privo is a premium brand from Padova, Italy. Its aim is to bring value to the Italian pasta and offer a unique experience to those who want to satisfy their love for high quality food products. From regular pasta to rice and brown and from penne and linguine to regular spaghetti Privo has a very large range of pasta products."

Designed by John Noussis, Mikaela Argyriadou, Dario Veruari

Country: Greece

City: Athens

Casa Tarradella


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I don't know about you but pizza has to be one of my favorite foods, period. I could have it for breakfast, lunch and dinner. With Casa Tarradella, doing that would be a piece a cake. With easy to bake frozen pizzas, you can have yourself a hot pie in less than 20 min.

"In this project, the goal was to create a brand and a packaging for a new range of premium pizzas emblematic Casa Tarradellas. It is unusual pizzas made with selected ingredients, quality, category pizzas and special masses made from different grains and seeds. This is to give the product a packaging that would clearly communicate the selected product personality, but also the tradition and craftsmanship that has always accompanied the Tarradellas brand."

Designed by Lucía EireaJulieta Diaz CorreasMarina Hernanz

Country: Spain



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Global retail design agency Sheridan&Co reveals its latest work in creating the brand identity for ETHOS – a new boutique ‘hybrid fitness’ studio centered on yoga. After a period of studying Indian philosophy, Sanskrit, and biotechnology at the University of Cambridge, founders Jennifer Hersch and Dr Theo Koutroukides became inspired to create a studio space that facilitated calming yet challenging physical and meditative workouts as well as provided a comfortable pit stop for relaxation and nourishment. Its flagship Cambridge studio, which opened in 2013, is a culmination of this vision and has since become a popular destination with locals from all walks of life. Sheridan&Co was tasked with developing the brand identity for ETHOS’ new London studio, expected to open in the City’s vibrant Spitalfields Market in 2016. The job included determining the look and feel of the brand mark and website as well as creating packaging and label design concepts for ETHOS’ own range of fresh juices and soups as well as other marketing collateral. ETHOS sought a visual solution that was serene and stripped back, and resonated the brand’s passion and philosophy for achieving and maintaining physical and spiritual balance: a “Mind Body Alchemy”. As part of the creative process, Sheridan&Co delved deep into the brand’s current market position, analysed its competitor landscape and identified trends within the burgeoning boutique fitness scene to devise a strategy that strongly defined ETHOS’ core point of difference. Given the founders’ academic background in science and philosophy, the team identified an opportunity to capture this deep-rooted love and respect for physiological and spiritual knowledge using ancient iconography and symbols that also echoed the age-old discipline of yoga. Michael Sheridan, founder and chairman of Sheridan&Co commented: “Our initial challenge was to create a brand identity and multifaceted formula that would simply reflect ETHOS’ complex offering – which includes Bikram, Yoga, TRX, Barre, HITT and cycling classes, as well as a FitLab and café bar. The next test was to strike a balance in creating a look and feel that reflected the founders’ passion for yoga and science but also promoted healthy balance with a social space designed for people to hang out. ETHOS is a brand that respects self-discipline but also wanted concepts that reflected a friendly, inviting and accommodating culture.” The font used for the brand mark is clean, bold and modern, with the middle stroke on the ‘E’ of ‘ETHOS’ angled in such a way that it seems to echo the typography of ancient hieroglyphics. The five symbols beneath ‘ETHOS’, which put context to the logo design, derive from physician and writer CJS Thompson’s book The Mystery and Romance of Alchemy and Pharmacy (1897). Here, “Fire”, “To Purify”, “To Digest”, “Aqua Vita” and “Gold” have been specially selected to define ETHOS’ service offering. Fire denotes transformation through sweat; Purify indicates the importance of hydration and restoring the body to a restful state; Digest highlights the importance of nourishing both body and mind; Aqua Vitae denotes the importance of balance and Gold reflects the inner drive and motivation to perform and succeed. ETHOS’ slogan, “Mind Body Alchemy”, was derived from this line of thinking to further underscore the brand’s narrative and offering – not just yoga but an ‘ultimate yoga’ fitness hybrid that promotes physical and spiritual balance and nourishment.The visual language has been applied to core touch points, with the brand and packaging design concepts using a neutral and warm colour palette of parchment, brushed gold, stone, wood and white, as well as monochrome to exude an ambience of simplicity and natural, positive energy. Michael Sheridan commented: “The new rise in boutique fitness studios are radically changing our experience of fitness forever. Individual, luxury and design-led, they have become lifestyle destinations in their own right. What makes ETHOS so exciting is that it is creating a place intent on physically and mentally balancing the body, not just from the services it offers but also in the carefully considered design of its environment. For us, it’s been a hugely fulfilling process to bring their philosophy, brand essence and vision to life. It reminds us about the importance of detail and the powerful impact this has on the customer journey.”

Designed by Sheridan&Co

Country: United Kingdom

City: London

Zephyr Glassware


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If you're going sailing and have a hard time parting with your wine, now you don't have to. Zephyr Glassware has your back with portable wine glasses. Stored in a wooden packaging structure, glasses will always be intact even during turbulence. A blue zig-zag pattern resembles the ocean with the brand's logo, found beneath the waves, is laser-cut onto the surface of the box. "Zephyr Glassware was created to offer premium glassware for yachting and sailing. The packaging was designed to withstand bounced from a rough sea and by integrating a tray reducing the risk of glassware slipping and breaking on a boat."

Designed by Jacob Bang

Country: United States

Bingo Peanuts


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Peanuts are an underrated snack. With that in mind, Dima Rykov wanted to create packaging for this small nut to help it stand out on supermarket shelves. Three flavored peanut snacks are bagged in plastic pouches and assigned a color to help differentiate one from another. The brand's name, "Bingo", is casual written across the bag in script alongside an arrow pointing downward towards the photograph of a bundle of peanuts.  

Designed by Dima Rykov

Country: Ukraine

Peculiar Pickings


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Who needs to travel the world when you've got the whole world in your pantry. Designed by Lucas Nelson, pickled veggies are spiced to perfection with secret recipes inspired by a variety of cultures. Each garnish is stored in glass jars embellished with fun illustrations that represent each country and what they are famous for. The brand's logo, a hot air balloon, sits aloft the container's lid with standard instructions on how to open the packaging. 

Designed by Lucas Nelson

Mentor: Tad Carpenter and Andrea Herstowski

Country: United States