Concepts We Wish Were Real

by Elizabeth Freeman on 09/23/2016 | 12 Minute Read

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Join The Dieline and venture into the innovative world of concepts we wish were real this beautiful Friday morning.



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It’s time to open a can of whoop-ass. Matt Stevens, Joey Ellis, J. Fletcher, Zach Shuta, and Ryan Simpson designed the cans for a design brawl focused around the Super Bowl. They created Carolina Victory Brewing, inspired by the team and a bit of friendly rivalry. Obviously the team colors make them easily identifiable, but each one takes a different approach. One uses cartoon images while another relies heavily on bold text to make a statement. These unique designs speak to the different varieties of beer and also reflect the individuals that make up a team.

“In honor of SuperBowl 50, amazing craft beer illustrator and designer Josh Emrich, invited me to a design challenge. The plan was simple. Each of us would draft a team of 6 from our home cities competing (Panthers v. Broncos) in the SuperBowl and each team would design a custom 6 pack. both Charlotte and Denver are huge Craft Beer markets and I was proud to draft some of my most talented friends from the Carolinas. Joey Ellis, J.Fletcher, Zach Shuta, and Ryan Simpson joined myself in the challenge.). So proud of what these guys came up with. UPDATE: we won! YAY! Panthers lost...BOO!”

Designed by Matt Stevens, Joey Ellis, J. Fletcher, Zach Shuta, Ryan Simpson

Country: United States



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Be amazed. For a Visual Metaphor class at Parsons, Pedro Veneziano was tasked with creating a book that explored a single word as a concept, language, and content. His project, Amaze, examined the word “maze,” playing with an outer sleeve, an unexpected folding technique, and small mazes to work on. The combination of different options makes it a unique experience for each consumer, allowing it to be an interesting exploration of each book.

“The state of being lost was used as a starting point for the material structure: it consists of three different books, in which the main one is folded in a non-linear way instead of binded. This way, the user can go through the whole material however he or she wants to, or even get lost in it. The maze was also explored as a visual queue for the sleeve and the books and as a theme for the main piece, which goes through a personal curation of texts and images that dialogue about being lost in our own lives.”

“The content is divided into three different print pieces, one of them being a folder that introduces the book and lists all the content. The main book (gray) contains all the imagery and texts in one side and a giant maze on the opposite side. The last piece, entitled 'Bmaze', is a perfect-bind puzzle book full of small mazes that could be detached once you go through them.”

Designed by Pedro Veneziano

Country: Brazil



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Pantone Condome is where color swatches, design, sexual health intersect. DarkDesignGroup has developed a concept for flavored condoms designers will love, that use Pantone colors and fresh fruit flavors.

“In each designer's pocket…The symbiosis of love and creativity, and a deep respect for PANTONE fans helped to create the palette of condom's packaging. The concept of the package can complement the existing range of promotional products from Pantone. Also the package has a certain aesthetic impact. It makes the product attractive to buy, especially among creative professionals.”

The concept takes the familiar appearance of Pantone color swatches and turns it into something equally fun and practical. A pack of them comes in a color swatch format, following through with the design inspiration. Illustrations of the fruits wrapped in condoms offers a humorous representation of the product (especially oddly shaped ones like the watermelon). In doing so, it takes an approach that can remove the uncomfortable nature out of discussing sexual health or buying condoms, in turn encouraging condom use.

“Everyone to his own taste. It is wonderful! Everyone will be able to find the their color in the palette, and maybe even collect the whole collection. PANTONE-CONDOME is formula of love for the brightest moments!”

Designed by DarkDesignGroup

Creative Director, Author, Designer: Igor Palichev

Designer: Sergey Dmitriev

Country: Russia



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Getting kids to eat their fruits and veggies isn’t exactly simple. Pulsin’ Kids’ hopes to make it a little easier with their Fruit Machine energy bars, made with actual fruit and not a bunch of artificial ingredients. Drew Hughes Ltd developed this concept to give kids natural energy in a way that they’ll love.

“Pulsin' have been producing healthy raw pressed fruit and nut products for almost twenty years. The current health drive in the UK for less or no added sugar in children's food products concreted the idea for Pulsin' to move out of the Pure Protein market and diversify into the mass FMCG arena. This opportunity also gave them the perfect excuse for knocking on the multi-nationals' doors to get Pulsin' products out of the gym and into the supermarkets. I was asked to produce concepts for a range of Kids focussed raw fruit bars. They did go with one of my designs, which has been very successful and given them in-roads into the USA market, but I really felt that this one had great potential for its appeal directly to the kids. The building block nature of wallpapering the packs was something that had always appealed to me as an eight year old; I loved packaging that could be stacked and repeated whichever way it was placed—no doubt my mother must have thought 'Oh God, he's going to be a graphic designer.’”

Fruit Machine appeals to both the parent and the child. The parent will be tempted to purchase it because it clearly is made with real fruit and pure ingredients—the image of the actual fruit on the fruit indicates this. Kids will love the playful, almost interactive packaging with bright colors.

“The three variants—two of which were multi-flavoured—added more opportunity for colour and interest. Yes the designs are busy but I drew inspiration from Richard Scarry's Busy Busy World, and indeed showed his work to my clients. Children in the target age group of 8 to 11 love to 'explore' images and find hidden depths in the work.”

Designed by Drew Hughes Ltd

Designer: Drew Hughes

Country: United Kingdom



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Enjoy refreshing beer that comes right from the mountains of Austria. Rock Ale Craft Beer offers a Vienna Lager, India Pale Ale, and Imperial Stout, andJackdaw Design has developed this conceptual identity and packaging design to give it a dynamic look and feel.

The author of the concept, Creative Director Amanda Jackson, stated, “Young creative brewers and radical flavours have made people excited about beer again. We took inspiration from the principles of craft beer: experimentation, character, flavour, depth and designed an intriguing set of labels each with an element of discovery. And we coupled this with a bold and progressive logotype to create standout in bar environments. The oversized ‘A’ amplifies the name Rock Ale and communicates it’s brewing origins in the mountains of Austria.”

With more craft beer options on the market every day, the large, bold “A” helps Rock Ale Craft Beer to jump off the shelf. It appears confident and modern, appealing to those who are adventurous in their beer choices. A traditional amber bottle speaks to the actual act of brewing and situates the brand as one that respects the craft. Each beer has its own background design, although the appearance remains consistent and makes it instantly recognizable.

Designed by Jackdaw Design

Country: United Kingdom

Tony Bones


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“Inspired by Fire. Forged by flavour.” This is barbecue sauce that doesn’t mess around. US-based chef Tony Bones needed a new identity and packaging for his premium range of barbecue condiments, and bigdog delivered. The concept (which is going into production) for their line of three products includes Bone Krust, Bone Kandy, and Bone Fire, and they’re intended for those who want big time flavor.

“The packaging was then given a real sense of attitude and drama, while still keeping a premium-quality feel. Old school blacked out bottles and fiery red tones bring the BBQ experience to life through the packaging.”

“The hand-drawn skull logo adds personality, something used to great effect in the Bone Krust packaging (tube shaker) and bottle seals. We really wanted to make the packaging something you’d want to keep and not just throw away after use, even if it's just for display.”

A dark, moody color palette expresses a strength and bold attitude, and the unique bottle shapes make them a step above regular barbecue sauce offerings. The logo looks like a flaming skull, almost as if it’s daring the consumer to try the spicy condiments. Small details, like the skull on the bottom of the tube or a thin sticker to seal the cap, help to make Tony Bones stand out even more.

Designed by bigdog

Designers: Veej and Stu Perry

Country: United Kingdom

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