Concepts We Wish Were Real

by Elizabeth Freeman on 07/08/2016 | 11 Minute Read

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Let's have a toast to the weekend with our Concepts We Wish Were Real!

Tasty Beet


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If you think that healthy food has to taste bland and boring, then think again. Tasty Beet is a small restaurant that wants to prove that healthy doesn’t have to mean tasteless. Folklore. developed a concept identity design and brand communication for the juice bar and restaurant that sells health food with crazy good flavor.

Tasty Beet provides fresh and clean food, and the packaging reflects this. Crisp white cups and packets emphasize the healthy ingredients, and the pink beet illustration and writing indicate that healthy eating can be fun and delicious. Cardboard boxes give a bit of a local feel and remind buyers that the food is made carefully and cooked to order.

Designed by Folklore.

Country: Mexico

Lapin Blanc Absinthe


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Don’t let this rabbit fool you—Lapin Blanc Absinthe is an intense liquor. Made from local wormwood, anise, fennel, and selected herbs according to the best distillation tradition in Val de Travers, Switzerland. SUGAR FOR ALL developed this concept for this top class Blanche absinthe made with the care of Swiss distillers. A tall, clear bottle shows the impeccable quality of the absinthe, and the logo is a nod to the name (“Lapin” is “rabbit” in French). Absinthe is said to have hallucinogenic properties, so the logo is representative of a rabbit but could be interpreted in many ways once the libation is consumed.

“Lapin Blanc Absinthe is a collaboration with Daniel Werle the owner of ‘Dr. Seltsam’s Absinth-Kontor.’ Our aim was to create a new identity for a new customer base in the absinthe market. The task was to develop the white rabbit, a well-known symbol of fantasy, into a contemporary and minimalistic design. The sleek design of the bottle promises as much mystery as one of the overloaded, classic absinthe labels.”

Designed by Funs Kurstjens / SUGAR FOR ALL

Manufacturer: Collectif de l'absinthe

Country: Germany



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Oruka means ring in Yoruba, a Nigerian and West African language. This was the leading inspiration for Digital Fish’s concept for Oruka gin and rum, representing wholeness with a unique bottle shape.

“This conceptual design moves away from what is conventionally a bottle, both in appearance and innovation. Aesthetically modern and elegant, hides a dosing system of 12 individual shots, which works by rotating the glass ring. In the proposal of dry gin, the blue liquid allows to display the full chambers from the empty ones. Their materials are black tungsten, glass and stainless steel. In the case of the aged rum bottle, their materials are ebony wood (one of the highest quality woods) for the cap, rose gold finishing for the metal part.”

Of course, the idea for a circular bottle is certainly novel, but it also needs practicality. Oruka features lines to show consumers the measured out shots, and because of its shape the bottle is actually incredibly easy to hold and pour. The silver and rose gold are luxurious, and the brand name appears in sleek, almost futuristic letters. While Oruka was designed using rum and gin, it can actually be suitable for other spirits or perfumes.

“The logo was designed in accordance with the aesthetics of the bottle and is colored brown in the case of rum and turquoise for the gin. Along with the logo and in low relief, this has the words ‘Transcendent Dry Gin’ or ‘Transcendent Aged Rum,’ which according to the dictionary means something so excellent that it's beyond the range of human understanding.”

Designed by Gonzalo Jaen Muñoz, Digital Fish

3D Visualization: Marco Silva

Country: Spain



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Prime allows consumers to enjoy the delectable flavors of ingredients and foods derived from Greece without having to book a flight overseas. AJI & LIMON STUDIO developed the naming, logo and packaging for Prime’s supermarket brand, intended to be a premium line of fine cooking oils, jams, wines, pastas, and more.

The black packaging gives Prime a confident and sophisticated feel while also allowing any of the vibrant colors in the images or even of the product itself to stand out. Matte black bottles are incredibly elegant, and without any unnecessary graphics and text it makes a statement without trying too hard. A basic and traditional serif font in white gives Prime a more elegant appearance, and simple icons help to describe the product in an understated, minimal way.

Designed by Maria Andrea Galindo, AJI & LIMON STUDIO

Country: Colombia



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With all the sports drinks and protein powders out there, it’s easy to forget that the best source of energy is all natural. Students Claudia Lepesqueur,Maria Elipe, and Cristian Varela developed the concept for Befit, a sports beverage that is derived from fruit.

“The main objective of this project was to develop and design a structural packaging, naming and visual identity for a premium sports juices based on fruits. Befit combines strength, energy and the vibrant color of each juice's flavor, striving to link a gym aesthetic with natural fruits.”

Befit has a sleek appearance that clearly sets it in the energy drinks and workout sector. Bright colors are indicative of the flavors, while the black communicates strength. The font is a bold san serif that looks modern and appealing to both males and females. Befit doesn’t include any unnecessary graphics or text, communicating to consumers that it simply gets the job done and provides drinkers with the energy they need.

Designed by Claudia Lepesqueur, Maria Elipe, Cristian Varela

Country: Spain

Parrot Home: A Brand Extension


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The line between beautiful home goods and useful technology is blurring, and Parrot Home is a perfect example. A concept from student Rasmus Nilsson, the task was to take a brand (in this case, Parrot) and introduce a new line of products, develop a brand strategy, and create new packaging design. 

“Already successful in the field of high end electronic products used on the go, the task at hand was to create a strategy and graphic identity enabling Parrot to come inside to become permanent installations in the home. To introduce the new products, the line is anchored in the story of the Parrot Research & Development team and their process. Each object has its own story told through photographic layouts in the format of packaging design. Each package carries it own custom numeral living within the R&D seal ensuring its quality.”

Parrot Home’s product line includes streamlined and simple items like speakers, clocks, charging blocks, and more. The appearance is minimal and clean, allowing consumers of all lifestyles to easily picture the products in their own home. Black, gray, and white keep the packaging elegant and emphasize the high quality and innovation that Parrot Home products offer.

Designed by Rasmus Nilsson

School: Academy of Art University, San Francisco

Country: United States

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