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Concepts We Wish Were Real

by Elizabeth Freeman on 05/27/2016 | 11 Minute Read

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

The Mill


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In the sea of coffee shops of San Francisco, The Mill is a standout choice close to Alamo Square. Evan Tolleson developed new branding and packaging for the bakery and coffee shop hybrid, combining two San Francisco favorites under one roof. 

“Josey Baker Bread and Four Barrel Coffee came together to create The Mill. Their cafe is located in Alamo Square in a naturally lit, open space. In the collaborative and communal spirit, no wifi and outlets are available inside the cafe. This is to encourage real life interaction and give us a break from our fast-paced, technology driven lives.”

“Some of the city’s best coffee and freshly baked bread can be found at The Mill. It is their belief that the best loaf of bread is from your neighbor and The Mill prides themselves on being that neighbor. In an industry that is already highly designed, it is important to take a fresh approach. The redesign aims to transform The Mill into the neighbor they would like to be — forward thinking, warm, and genuine. The core essence of The Mill is captured in an outreaching, fluid wordmark.”

The Mill offers oven-baked bread and freshly brewed coffee in an environment that is intended to foster creativity and collaboration. Tolleson’s branding embraces the high quality of what The Mill serves, starting with the name written in a calligraphy style. Brown, white, and small splashes of orange feel sophisticated and also true to the products that the shop offers. A thin sans serif font gives The Mill a modern, stylish look that can appeal to coffee lovers who want to truly enjoy where they go, no wifi necessary.

Designed by Evan Tolleson

Country: United States

Seven Stills Distillery


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Whiskey is traditionally distilled from fermented grain mash, which is technically a very low-quality beer. Tim Obert and Clint Potter, friends and founders of Seven Stills, wanted to flip this tradition on its head. They wanted to see what the results would be when whiskey is distilled from high quality, bottle ready craft beer.

Seven Stills is redefining whiskey with new, innovative distilling methods. Their approach creates a flavor palate that whiskey drinkers have never before tasted. It was important to Clint and Tim to avoid the cliché traditional whiskey aesthetic. To avoid doing this, the design bridges the gap from craft beer to quality whiskey. The choice of paper and color palette position Seven Stills as a high-quality whiskey, while an industrial choice of typefaces, off-center identity, and quirky illustration recall its roots in craft beer. The result is responsibly playful.

Designed by Evan Tolleson

Country: United States

Cornucopia Wines


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This bold and colorful wine label will make anyone going through the alcohol aisle do a double-take. Designed by Alexandra Rusu, the goal was to create a modern yet striking design that would draw the consumer in. Whether you are a connoisseur or first-time taster, Cornucopia Wines offers a wide range of wine varietals to fit your fancy.

"One of the project’s premises was to create a concept that attracts someone who’s looking to discover and enter the world of wine, a consumer who needs to be ‘steered’ through notes and flavours. To achieve this, I tried coming up with a naive (yet colourful) story, with an imaginary world that features ‘abundance’ through simple shapes and textures. The collage depicts a donkey turned into a unicorn thanks to ‘the horn of plenty’ (symbol of abundance and nourishment)."

Designed by Alexandra Rusu

Country: Romania

Thirsty Orchard Sparkling Juices


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Crisp, Refreshing, and Delicious can best describe Thirsty Orchard's Sparking Juices. Designed by Jag Nagra from Page 84 Design, these bubbly beverages not only are bursting with flavor but have the most adorable packaging. Inspired by the nostalgia of childhood, and the memory of putting an orange slice in your mouth, Illustrations are drawn out for each flavor, giving the brand it's own personality and twist on soda pop.

"The six die-cut business cards take on the shape of the fruit slices, which can be used as photo props for customers, as they hold the card up to their mouth, similar to the characters on the bottles."

Designed by Jag Nagra, Page 84 Design

Country: Canada

Shaka Skin


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Shaka Skin will make you feel like you just stepped into a tropical oasis. With the smell of coconut, papaya, mango and star fruit lingering in your bathroom, one use of this product is all you need to feel relaxed, refreshed and ready to take on the world. Designed by Diane Benjamin, retro style type and aloha shirt patterns were used on the lotion bottles for that vintage feel. The overall colorful design is a great way to beautify your bathroom without doing any more than displaying the bottle on your vanity sink. 

Designed by Diane Benjamin / Pomegranate Design

Country: United States



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Samurai is a Japanese restaurant located in Stockholm, Sweden. We have given them a new identity, created a new beer to the brand and also developed a new take away concept. Inspiration are taken from the colorful Japanese culture and handwork. From there we created a pattern and colors that in a playful and personal way will bring new costumers to the restaurant. 

The takeaway box is a packaging made entirely without glue. Inner drawers can easily combine and mix with each other, depending on what the customer orders. The packaging is sealed with a simple sticker.

We wanted to avoid using a bag as a solution and therefore created a design where you can stack and attach packagings on top of each other.

The chopsticks are used as handles. In the middle of the pack, you can see a perforation that makes it very easy to open up and take out the chopsticks.

It is a unique take away box that gives the customer a more personal and premium experience. 

Designed by Fanny LöfvallNanna BasekayOliver Sjöqvist

Country: Sweden