We are honored by the successive inclusion of our work in the 2nd best selling packaging series Boxed & Labelled published by Gestalten. Boxed and Labelled Two! offers a compelling exploration of the power of state-of-the-art packaging design today and documents its main strategic directions—all of which address a longing for “truthfulness.” One of these directions is an increased tendency to emphasize the tried and true values of a product, for example, with a retro look that aims for an “Ah, just like grandma used to make!” reaction. Another direction is down-to-earth rather than in-your-face packaging, including unostentatious solutions made of recycled paper that play up a product´s connection to nature. On the other end of the design spectrum, there is also packaging that gives a product a distinct look and feel through a very playful use of graphic design, patterns, and illustration. Because our relationship to food products has changed so drastically in the last few years, especially in regard to the importance we place on the source and quality of ingredients, the majority of the examples in this book are food-related. But other examples from a wide spectrum of products also highlight the traits that distinguish those on the cutting edge of the evolution in packaging concepts. Although the work in Boxed and Labelled Two! ranges from minimalistic to whimsical, from clear-cut to ambiguous, all of the featured examples deliver their own unique brand values and experiences.
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