Concepts We Wish Were Real

by Elizabeth Freeman on 04/22/2016 | 15 Minute Read

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T.G.I.F! Time to celebrate the end of the week with today's concepts we wish were real.



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Aleksandra Godlewska is aiming to reclaim the word “bitch” through beer. This concept for a craft beer takes something we would normally consider offensive and makes it appealing and beautiful.

“Packaging for the craft beer BITCH is in fact a fictitious rebranding for Portuguese brand VADIA (eng. bitch) created for the purpose of student project. Original label refers to vulgar meaning of brand’s name—presents provocative female figure, is offensive, humbling and—in my opinion—just distasteful. While designing new packaging I intended to break away from pejorative meaning of the word ‘bitch’ and amuse customer by pointing out different interpretation - I have created series of simple, minimalistic illustrations portraying 4 females of dogs. I decided to display Chihuahua, Bulldog, Cocker Spaniel and Great Dane. Why? Because I believe appearance and temper of each of those types of dogs can be a reference for one kind of beer. The result I was hoping to achieve is catchy and funny label design, which would entertain potential client—just like beer itself.”

BITCH is undeniably confident, using a neon pink against the black and white packaging. The pink bows add some femininity and the mostly black bottle exudes strength. Each dog is featured as a white silhouette which helps add to the self-assured and tough brand identity. The bottles are topped with a bright pink cap, splashing a little extra of that fun hue in the packaging.

Designed by Aleksandra Godlewska

Country: Poland

Dino Ice


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A toy and a treat in one! Dino Ice gives kids a full experience, from opening up the popsicle to eating it and even getting to play afterwards. Sasha B. Perelman and Katya Mushkina have developed this concept that takes kids on an adventure and encourages play with a tasty frozen treat.

“Packaging concept for a fruit ice lolly. The packaging was inspired by the Ice Age. It tells the juicy, catchy and funny story with a tiny bit of an education about ice-frozen dinosaurs. Dino Ice is perfect for kids because of a nice addition. The stick with a small dinosaur toy hidden inside the fruit ice lolly, you can barely see him through the ice. The thinner the ice the closer you are to discovery of unexplored world of mighty prehistoric creatures. After the fruit ice lolly has been eaten, kids can play with the new toy."

The popsicle itself is just barely transparent, and the packaging completes this chunk of ice with an opaque and rocky outline. You can make out just the outline of the dinosaur inside, getting kids excited to feel like archaeologists digging up bones in the Arctic. The popsicle colors indicate the flavors—orange, strawberry, and grape—and the popsicle sticks match each hue. Dino Ice offers so much for children by giving them something exciting to look forward to in a delicious dessert but keeping them occupied and interested in the product for much longer than a traditional popsicle.

Designed by Sasha B. Perelman, Katya Mushkina

Country: Russia



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A lot of our preconceived notions about how the world works and the roles we play start at a young age. Although the world is changing and less focused on men being masculine and women being feminine, there is still such a divide. From childhood, we see separate toys for boys and girls, marketed in incredibly different ways. Seeing this massive problem, Anna Rising has created the concept Kanvas, allowing boys and girls to play with color and break down gender stereotypes.

“Within branded packaging, the beauty category is among the most clichéd. Why do men’s personal care products look like power tools, whilst women’s remain delicate and ultra feminine? The world has moved on. Create a new-to-world, accessible, mass-market beauty brand that breaks established category codes. Your brand should be a response to some of the issues with which modern, post-demographic consumers identify: gender stereotypes, healthy body image, environmental concerns, or any other issues you feel are relevant to users of beauty products today. Kanvas is a brand concept aimed at breaking down gender stereotypes and beauty stigmas from the roots: with kids. Kanvas promotes gender neutral products that promote self-expression, originality and creativity.”

“‘Boys don’t wear nail polish.’ Even now in 2016, a time where generations are becoming more and more accepting, there is still a negative stigma when it comes to boys wearing nail polish. But why is this? When it comes down to it, nail polish is just paint for your fingers. Paint and color are not limited to one gender, so why is nail polish? It’s just another form of self-expression, after all.”

Kanvas uses a slew of bright colors without focusing on blues and blacks for boys or pinks and purples for girls. Instead, all the colors combine in a way that encourages kids to play and explore with color. After all, painting your nails and dying your hair is fun no matter if you’re a boy or girl, and Kanvas embraces the fun in adding some color to your appearance. The colors on the packaging are in abstract shapes, allowing kids to use their imaginations. Additionally, the logo is a square with parts of the letters in “Kanvas” on the outside, encouraging kids to embrace individuality and to literally color outside the lines.

Designed by Anna Rising

Country: United States

Meat Dishes


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Whereas most packaging is meant to be left alone and admired for what it is, Meat Dishes encourages a bit of interaction. Much like the papers and crayons you were handed at a restaurant when you were a kid, this box requires that the butcher actually draw on it for each customer based on what they buy. Terminal Design developed the concept for an innovative take on purchasing cuts of meat.

“The first bar of the new network Meat Makers opened in St. Petersburg. Brutal restaurant serving pastrami, porchetta, pork and chicken cooked over a fire in a special way. This unusual meal can be enjoyed in the bar or taken outside in a special box. The packaging shows the animals, which are likely to be found in hell, because they are trying to fry each other alive, fighting and reminding us of real devils. It’s written ‘What the hell?’ on the packaging. Thus, the seller asks the customer whether to put the pork, beef or chicken. He marks with red one or more ‘devils’ on the box in accordance with the customer’s choice and makes an appropriate inscription with the name of the product.”

Going to a butcher to get meat is a normal thing that people do everyday, and we usually try to put the violence of it far from our minds. Meat Dishes brings it back in a somewhat humorous and fun way, embracing the good, bad, and ugly of what they do. The box features deranged, evil animals and employees use a red marker (similar to blood) to indicate which choice the customer makes. In many ways it brings consumers closer to the source of their food and keeps them educated and closer to what they buy, reminding them where the meat itself actually comes from.

Designed by Terminal Design

Country: Russia

Omega3 Ice Brain Boosters Ice Cream


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Who says ice cream has to be a guilty pleasure? OMEGA3 Ice Brain Boosters Ice Cream allows you to indulge while also giving you plenty of nutrients as well. Designed by Sheridan&Co, the branding and packaging hinges on the trend of healthy foods that are also a tasty treat.

Bright, playful packaging encourages consumers to indulge and have true enjoyment in their lives, and the predetermined sizes make portioning easy. Festive confetti plays both sides of the product—making it enjoyable and fun but also resembling brain waves and emphasizing the nutrition factor.

“OMEGA3ICE looks at ice cream and treats in a new light. These icy treats are packed full of rich nutrients and essential Omega3 fatty acids crucial for regulating heart and brain activity. These ‘Brain Boosters’ come in frozen fruity capsules that feel like taking a vitamin while tasting like ice cream! This playful concept flips the idea of ice cream being an unhealthy indulgence turning it into a positive and an essential healthy treat. The products come in vitamin pill trays with a range of flavours and sets that sit in boxes to put in your freezer. The capsules themselves can be taken as a little icy treat, crushed over fruit, or popped into a smoothie or drink. The brand identity plays on the trends of ‘soft pop’ and emotional and playful learning by ‘soft teaching’ tools that make sensitivity available to all, encouraging learning that reinforces positive, all-inclusive messages. The playfulness of the brand tools and graphics (the scattered patterns and fish) create a memorable and surprising experience that becomes a serious concept for making the design more approachable, showcasing the unexpected contrast between the sweet ice cream using bold colours and fun patterns with the mix of fish icons to hint at the omega 3. The simplicity of the fonts balance out the colourful brand tools creating a perfect hierarchy of visual messaging.”

Designed by Sheridan&Co

Country: United Kingdom

Reggie's Cookies


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Cookies that are stuffed with good stuff—what more could you ask for?WeAreGiants has developed a concept for Reggie Southerland’s new line of tasty sweets. 

“Reggie Southerland is a pastry chef currently based in Los Angeles. If you haven’t heard that name before you must have missed out on a great second season of the Food Network Star. He was the runner up against Guy Fieri, but still won the hearts of many. He was also featured in several cooking shows such as Semi-Homemade cooking with Sandra Lee.”

“With a high background as a pastry chef, Reggie wanted to extend his sweets to a larger audience with Reggie's Cookies. Reggie has a whimsical, fun and confident personality that needed to translate onto his branding.”

Reggie’s Cookies uses humorous text to convey Southerland’s unique personality, with things like “big soft sweet chunky delicious piece of heaven” and “come sit next to me and bring me cookies” on the packaging. Images of the cookies or even small openings on the packaging immediately make consumers want to get their hands on some mouthwatering dessert. The orange and blue work together to bring pep and enthusiasm to the brand, and the thick, sans seriffont looks modern. You can’t help but smile when looking at the packaging, making it a feel-good brand.

Designed by WeAreGiants

Country: United States


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