Flavor of the Week

Behind the Scenes: PureGear Video Shoot

noreply@blogger.com (The Kitchen Collaborative) — Tue, 27 Dec 2011 18:31:00 PST

Earlier this month, we spent three days shooting instructional and product feature videos for mobile accessories manufacturer PureGear. We took advantage of our beautiful Southern California locations including the Santa Monica beach and Wildwood Canyon, demonstrating the products' versatile lifestyle applications including hiking, running, and walking the dog. Our four-legged team member, Rosie, hit all her marks and was a total professional at playing it cute.

Our crew also had a great time shooting worst-case scenario moments with mobile devices, testing products against extreme drops down stairs, rocks, sand and concrete – and we are happy to report the PureGear products took the beating!

Check out one of the recently launched videos below, and stay tuned for more as they are unveiled next month!

Kitchen Collaborative Wins American Graphic Design Awards!

noreply@blogger.com (The Kitchen Collaborative) — Tue, 27 Dec 2011 10:38:00 PST

We are proud to announce that our branding system for mobile accessories company PureGear won honors in the 2011 GD USA American Package Design Awards! The PureGear brand system was shown along with other winners in the corporate branding programs section, and our work on the packaging, printed collateral, and website was featured.

The current issue is available now in print, or online here.

Here's to the Crazy Ones

noreply@blogger.com (Aniko Hill) — Mon, 12 Dec 2011 10:07:00 PST

Maybe it's because I'm in the process of reading the biography, but it seems I keep coming across more and more interesting tributes since the passing of Apple's CEO, Steve Jobs. This poster is one on the best examples I've seen lately. This modern yet retro, meticulous yet expressive typographic specimen illustrates the then groundbreaking and now iconic quote debuted in the 1997 television commercial for Apple Computer, which was rumored to have been partially written by Jobs. The poster is no longer available as the creators have been "kindly" asked not to sell it any longer.

Kitchen Collaborative in HOW Magazine

noreply@blogger.com (The Kitchen Collaborative) — Fri, 21 Oct 2011 16:53:00 PDT

Our rebrand for Furrever dog shampoos and conditioners is featured in the current HOW Magazine in the Behind the Design segment! The article highlights our design process and final solution for the identity and packaging. Check out the current issue now available on newsstands!

Removing 'You' from the Packaging Design Equation

noreply@blogger.com (Aniko Hill) — Mon, 17 Oct 2011 11:25:00 PDT

Written by Aniko Hill for Beauty Packaging Magazine

Embarking on a packaging or re-packaging in any industry can be an overwhelming process for any company owner. In the beauty business, building a brand is much more complicated and subjective compared to tangible tasks, such as product development and formulation , and a brand that is not developed objectively can leave the business owner doubting their brand direction.

In most small- to mid-sized companies, the owner of the company tends to be hands-on in the day-to-day operations of the business, and in many cases has built the product line and brand with little help. Although personal passion is invaluable to building a great brand, it can also translate to a package design that is more tailored to the leader’s personality as opposed to the target market’s sensibilities. The strongest packages are authentic expressions of the brand personality and speak clearly to the audience or consumer. If this principle is not kept in mind, it is incredibly easy to get lost in the brand development process.

Now, I’m not saying that a brand shouldn’t reflect the values and personality of the ownership. In fact, this is often one of the key elements that breathes life into a brand and helps it to stand out in the sea of sameness. If you are considering a rebrand or are looking to develop a new brand, it is absolutely possible to authentically and strategically target the audience without losing sight of your values and vision. The following are just a few basic tips to keep you on track in the process.

Hire a qualified agency.

Whenever possible, it is best to hire an agency that specializes in the holistic process of branding and can execute strategy across multiple platforms consistently – even if you are just looking for help with packaging. A firm with broad experience can help you to accurately target your brand to the audience objectively, allowing you to make a clear judgment about what design may work best for your brand and audience.

Don’t allow too many cooks in the kitchen.

Because branding is highly creative and sometimes subjective, it is easy to fall into the trap of “design by committee” when too many decision makers are placing their personal opinions into the mix. It’s hard enough for business owners to separate their personal feelings and make objective decisions, and the more people involved the more confusing this process can become. The result is often a watered-down, “vanilla” brand that is trying to please so many people that it ends up not making a strong statement of any kind.

Don’t lose your roots.

You have gotten to where you are for a reason, so make sure to analyze which parts of your brand are already successful. It could be a name, a signature product or even a color. Some creative agencies will want to put their own stamp on your brand regardless of your brand’s history, but don’t let them lose sight of things that are important to you.

Double Take! Vitamin Water vs. Neuro

noreply@blogger.com (The Kitchen Collaborative) — Tue, 11 Oct 2011 16:03:00 PDT

Glaceau's Vitamin Water has been making "splash" (pun intended!) for many years now with the rise in popularity of functional beverage products. With its acquisition by Coca-Cola in 2007, it is now unavoidable in mass retail distribution channels as well as in advertising media.

More recently (in 2008 according to the website), a newbie has entered the functional beverage market – Neuro. Like Vitamin Water, Neuro's products boast specific benefits to each formula, but they take it one step further with flavors that target functions or moods such as performance, diet, happiness, and even passion. Although Neuro's packaging components are fairly unique, it is pretty clear that they have taken a direct cue from Vitamin Water with the rainbow color coding, clever naming, and playful copy. We'll see if Neuro can hold its own against beverage conglomerate Coca-Cola!

Honda and Ozzy's Road Trip

noreply@blogger.com (Jesse Hill) — Thu, 06 Oct 2011 16:13:00 PDT

Honda is continuing their theme of Rock n Roll inspired car commercials with this Honda Pilot spot featuring Ozzy's Crazy Train. If you have the sound muted one might miss the Heavy Metal reference in this one as the art direction is void of any metal imagery. No wild hair, pyrotechnics or Marshall stacks.... well maybe a little windblown hair. Honda's use of an Ozzy sing along is cleverly executed in a viral friendly way that evokes Glee and is reminiscent of Wayne and Garth from Wayne's World where they memorably cover Queen's Bohemian Rhapsody. Honda maintains their brand as fresh and progressive while paying homage to the metal loving consumers who have become today's SUV target buyers.

We blogged about Honda a while back when they featured the music of Judas Priest in their Honda Odyssey spot which was more direct with its strong metal imagery.

Sing alongs as an antidote to road trip boredom have been in vogue lately. Louie C.K. had a good one with The Who on this season's FX show Louie.

Just please keep your eyes on the road while you're rockin!

Kitchen Collaborative in GCI Magazine: Standing Out in the Crowd

noreply@blogger.com (The Kitchen Collaborative) — Thu, 29 Sep 2011 10:48:00 PDT

A new article by KC Creative Director Aniko Hill is now available online for in print! The article explores the characteristics that make a package design stand out in the crowded marketplace and gives tips for business owners looking for brand impact. Here are some of the take-aways:

Designing a product package that stands out is ultimately achieved through a packaging identity that is honest and targeted – an identity that no other competitors can claim.
When designing and choosing packaging, it is critical to look at factors such as messaging trends and structural packaging trends – in addition to studying packaging identity trends
Stock components can be unique, especially when used out of context, and innovation in form is key

KC Launches YouTube Page and Corporate Video for Infratech

noreply@blogger.com (The Kitchen Collaborative) — Wed, 28 Sep 2011 13:45:00 PDT

We recently completed a corporate video and branded YouTube page for premium infrared heating manufacturer Infratech! Our work with Infratech began with a full rebrand including a new identity, website, and printed collateral. Now, we have been able to bring dimension to the brand with this comprehensive corporate video outlining Infratech's philosophy, product offerings, manufacturing process, and installations. The video will be used at trade shows, online, and will be circulated to existing and prospective distributors.

Pacific Bird Packaging Featured on The Dieline!

noreply@blogger.com (The Kitchen Collaborative) — Tue, 27 Sep 2011 11:13:00 PDT

Our recently launched packaging for Pacific Bird & Supply Co. was featured on well-known industry blog The Dieline! The blog was founded in 2007 and has since grown to be the most visited website on package design in the world.

Pacific Bird Brand Launches at SuperZoo!

noreply@blogger.com (The Kitchen Collaborative) — Thu, 22 Sep 2011 09:00:00 PDT

We are excited to announce that one of our favorite recent rebrand projects for Pacific Bird & Supply Co. officially launched last week at the SuperZoo show in Las Vegas! The brand couldn't have received better reception and caught the eye of some of the largest distributors at the show, and we are thrilled to be moving into expanding and developing the line further.

In rebranding the Pacific Bird wild bird product line, our biggest challenge was getting past the “icky” perception of the product – which was essentially bugs. Our solution for the packaging balanced the beauty of birds and nature with bold, honest representations of the dried worms, crickets, and caterpillars inside. Stylized branches with matching birds told the story of beauty and created a color system for fast recognition on the shelf. Clean, bold typography was playfully woven with real photography of bugs for visual wit. Clever copy points such as “100% Nutritious. Delicious. Bugs.™” supported the design for a tongue-in-cheek sense of humor.

The rebrand consisted of the development of a comprehensive brand platform, logo design, packaging, website, a trade show booth, and a branded graphic video. We have already been honored to receive an American Package Design Award for the packaging, and American Graphic Design Awards for the logo, packaging, and website. We are looking forward to continuing our work with is amazing client and product!

Brand Positioning Style Boards

Website Design and E-Commerce Site Development

Screens from Branded Graphic Video

Booth Design and Production

Kmart's Money Can't Buy Style

noreply@blogger.com (Jesse Hill) — Thu, 15 Sep 2011 12:20:00 PDT

As I drove past Hollywood and Highland in Los Angeles the other day, I saw a large billboard that at first glance looked like an outtake from an American Apparel shoot. The bold lettering and tagline... "Money can’t buy Style” was paired with a new logo for....wait for it.....Kmart! It could be the begging of a new era for Kmart or the end of fashion as we know it.

With bold photography featuring provocative gestures and expressions, Kmart has created an eye-catching statement that they are entering the world of fast-fashion. They have also created a dedicated YouTube channel called Kmart Fashion which features “real” people dancing and expressing themselves in a viral manner that could have been called... “dance-off in your bedroom”

With the rise of H&M and the global influence of brands like Uniqlo, Kmart is attempting to parlay their reputation for affordability into the fashion world. Their message is simple: people embracing their own personal style. They are tapping into the wallet-friendly concept of fashion being more personality driven and not financially driven. The overall message is essentially one that says you don’t have to spend $3000 on an outfit to look cool...you can combine some quirky patterns and wear your clothes with an individual expression to create your look.

New Kindle Ads: The Apple Advertising Legacy Continues

noreply@blogger.com (Aniko Hill) — Mon, 29 Aug 2011 17:30:00 PDT

Almost a year ago, we posted a story about the (at the time) new T-Mobile myTouch TV spots, which we believed closely mimicked Apple's long-running and iconic "Get a Mac" campaign. Now, it seems that Amazon has followed suit with their new Kindle ads.

Just like the two aforementioned brands, the Kindle ads feature two characters bantering about the functionality of the Kindle vs. reading an ordinary book to set up the product benefits contrast in an accessible manner. They even have the same quirky sound track, clean white background, and bright lighting technique of the original Apple ads.

Amazon is known for being a truly innovative brand, but this just seems to overtly fall in Apple's footsteps... again! Check out one of the new ads below and let us know what you think.

Arrested Development with Legos!

noreply@blogger.com (Aniko Hill) — Mon, 22 Aug 2011 09:58:00 PDT

This was posted about a week ago, but it was too good not to share – especially on a Monday morning. Designer Matt De Lanoy recently celebrated the cult hit Arrested Development by recreating its iconic sets and characters all out of Legos for Brickworld 2011 in Chicago. The craft and artistry of these works is particularly notable – they are incredibly detailed and expressive even with the reductive medium of the Lego. Check out the full story for more images.

Thanks to my friend Kandice for sharing!

Story via Flavorwire

Image via Pepa Quin

Art in the Streets Exhibit at MOCA: A Must-See for All Designers

noreply@blogger.com (Aniko Hill) — Fri, 29 Jul 2011 14:47:00 PDT

I have always loved the graphic quality of street art. Whether it's the lettering itself (which is one of the last forms of typography left that is still done by hand!) or just the graphic forms in general in the art, it's critical for all designers to be aware on this art form that is gaining more and more notoriety in the fine art world. Love it or hate it, it's truly one of the best examples of art meeting commerce out there in the contemporary art world.

If you haven't seen the Art in the Streets exhibit yet at MOCA (at the Geffen Contemporary), it will be running through August 8. Not only do they do a great job depicting the history of street art from an academic point of view, but the built-in installations are also visually stunning. The show runs the gamut from the pioneers (Keith Haring and Jean-Michel Basquiat being the most famous examples), to the current big names in street art such as Banksy and Shepard Fairey, and everyone else in between. Another part I really liked was the emphasis on photographers who documented graffiti and street artists throughout its history, including now famous director Spike Jonze.

There is so much I could have shared, but below are just a few snapshots for typographic inspiration. Enjoy!

Double Take! Method vs. In-Kind

noreply@blogger.com (The Kitchen Collaborative) — Fri, 15 Jul 2011 13:54:00 PDT

Method has been known for their innovative packaging design since their inception, and many companies have created literal knock offs or inspired versions of their signature droplet soap pump design over the past decade. In this case of "inspired identity," In-Kind (Safeway's private label personal care line launched in 2010) seems to take the inspiration pretty directly from Method's brand. The packaging forms mimic the curvy, smooth feeling of Method almost exactly – but with an asymmetrical theme running through the components. The logo is also a nod to Method, with a clean sans-serif wordmark and a dot element incorporated into the design.

It could be a coincidence, but it's more likely that as a 90% natural line (Method is known for it's emphasis on sustainability and naturals), In-Kind is inspired by more than just Method's brand and package identity!

True Blood Actress Adina Porter at KC Studio

noreply@blogger.com (The Kitchen Collaborative) — Tue, 05 Jul 2011 16:19:00 PDT

Last week, we were delighted to have the lovely Adina Porter of HBO's True Blood at our studio for an editorial shoot! Kitchen Collaborative's Photography and Art Director Jesse Hill led the team and Autumn Moultrie for Exclusive Artists created the beautiful hair and makeup looks. The 1/2 day consisted of a variety of fashionable shots and a series of more intimate portraits with lots of personality. Adina was a pleasure to work with and we wish her continued success in her career!

Check out the behind the scenes images below – you can also check out more of Jesse's editorial/celebrity work on his website.

Kitchen Collaborative in GCI Magazine: The Language of Packaging

noreply@blogger.com (The Kitchen Collaborative) — Mon, 27 Jun 2011 14:50:00 PDT

A new article by Kitchen Creative Director Aniko Hill is now available online or in print! The article presents how to communicate the characteristics of a lifestyle brand with packaging. Here is the rundown:

A lifestyle brand embodies the values and personality of its audience and speaks to them in a targeted and authentic way. In packaging, this is particularly important as the look and feel of the package greatly influences the purchase decision.
There is no formula for how to connect to consumers emotionally in packaging, but there are three main components of communication that should work together to create a strong brand presence: the visual, the verbal and the tactile.

Click here to read the full article!

Model Alyssa Campanella Wins Miss USA!

noreply@blogger.com (The Kitchen Collaborative) — Mon, 20 Jun 2011 15:40:00 PDT

Last night, LA area model and Miss California Alyssa Campanella was crowned Miss USA! We had the pleasure of working with Alyssa here at Kitchen Collaborative on a couple of our shoots over the past several months – most recently on a catalog shoot for Indigenous Designs, and previously on a portfolio shoot for her agency, Vision Model Management.

Behind the scenes and sneak peak shots can be viewed by clicking on the links above – finished images are available for syndication via Getty Images.

Congratulations Alyssa!

Photo via CTV News

Behind the Scenes: Indigenous Designs Shoot

noreply@blogger.com (The Kitchen Collaborative) — Thu, 26 May 2011 13:18:00 PDT

We just wrapped a busy but fun 2-day shoot for fair trade and organic line Indigenous at our studio in North Hollywood! Our whirlwind shoot consisted of 60+ catalog shots plus several advertising hero shots. For the catalog shots, we selected a unique, artistic backdrop for a slightly bohemian and rustic feel. The advertising heroes were shot in various exterior locations at or near our building. Dina Pitsos from Wilhelmina and Alyssa Campanella (who is also the current Miss California) looked amazing in the clothes and did a perfect job of conveying the quality and effortless style of Indigenous.

Check out a sneak peek of just a few of the images and some behind the scenes photos below. You can also view a previous shoot we did with Alyssa here!

2011 Beauty Packaging Identity Trends

noreply@blogger.com (Aniko Hill) — Thu, 05 May 2011 12:49:00 PDT

Published in GCI Magazine, April 2011

Beauty, like most industries, is in a constant state of flux with the identity of its brands. Most companies rebrand to accommodate a shift in their company culture or product lineup, or simply to stay current. In this process, trends can develop that spread across an entire industry. Some of these trends, such as the movement towards sustainability, follow a broader cultural shift that can be seen across multiple categories. Others, such as packaging structures, are more specific to the beauty industry alone. Some trends can simply be fads that come and go quickly, while others endure the test of time and become styles with staying power. Trends can be visual, messaging-oriented, tactile, or related to the nature of the product itself.

One of the best places to study brand trends in the beauty industry is in packaging. Packaging is often the first contact a consumer has with a brand, and can therefore greatly influence purchase decisions. This is why beauty companies tend to invest more in packaging than other brand touch points. For the beauty business owner, following trends doesn’t necessarily mean adapting their product offering or marketing strategy to follow them. In fact, a company may want to avoid trends to avoid getting lost in the marketplace. When embarking on establishing a brand or rebranding an existing company, it is critical to survey what the competition is doing to best differentiate your brand look and feel.

When researching the trends this year, I found a lot of repetition with 2010 and 2009 trends that I have explored in earlier articles. Some of the same trends are still taking place, but I have chosen to focus on categories I have not yet explored in this survey. The following represents a survey of notable packaging identity trends currently in the marketplace in 2011:

Trend #1: Geometric/Deconstructed Shapes

One of the newer trends in beauty packaging is alternative shapes in both primary and secondary packaging. Many of these packaging identities are non-traditional in form and have characteristics such as severe angles, geometric forms, or deconstructed approaches to the form of the package. Many of the examples in this trend category are the packaging equivalent to a Frank Gehry building in architecture.

In some packages within this trend, both symmetric and asymmetric geometric forms are utilized in the primary packaging to give the component visual interest. L’Occitane’s Cherry Blossom Body Lotion and Shower Gel are packaged in an asymmetrical, multi-paneled bottle, creating a split front panel where package messaging is divided. This trend is also seen in secondary packaging in non-traditional cartons; the home fragrance category has been utilizing unique carton structures for quite some time. In beauty, both Aveda’s Massage Oils and Benefit’s Girl Meets Pearl have a hexagonal multi-panel carton to accommodate a round primary package inside.

In this trend, alternative shapes are also taken one step further with the use of deconstructed shapes. In these examples, the form is intentionally interrupted or damaged for an overall edgy look or to enhance the meaning of the product name. This trend is more prominent in the fragrance category, where it is typical to invest more in a proprietary bottle shape. Many instances of these deconstructed shapes are seen in men’s fragrance packaging – for example, Marc Jacobs’ Bang fragrance actually looks like a smashed piece of industrial metal, which is a clever reference to the product name. Thierry Mugler’s A*MEN Sunessence Fragrance has a deep emboss of a multi-faceted representation of the asymmetric brand mark that appears to be “carved” out of the glass bottle. From the front angle, this technique makes the package look like the glass has been broken or that a piece of the bottle is missing. Multi-paneled shapes also appear in forms that are not deconstructed in nature – for example, in Emporio Armani’s Diamonds fragrance, the chiseled effect of the glass and the panels are a pretty representation of the cuts in a diamond.

Trend #2: Japanese

Japanese culture has been incredible trendy in America for quite some time, and many lifestyle and beauty brands have been popping up that utilize the unique and distinct visual style of Japan as their brand identity. These package designs are bold, fun, and unapologetically cute. The identities are often driven by Anime-inspired cartoons, bright, unexpected colors, and high-contrast graphics.

Harajuku Lovers, the clothing line founded by rocker and fashion icon Gwen Stefani, is an example of an American brand celebrating everything about Japanese culture. The fragrance line identity utilizes cute Anime-inspired representation of girls as the primary packaging form; the secondary packaging graphics combine puffy letterforms, a bright color palette, and high-contrast patterns for a fun identity with lots of personality. Tokidoki is another example of an American brand with a heavy Japanese aesthetic, with a more collage-like approach to the identity that is a little more edgy and dark in tone.

The aforementioned brands are built around Japanese culture and aesthetic, but in other instances a specialty product or limited edition package takes on a Japanese-inspired identity for a novelty feel. For example, Tarina Tarantino’s Tokyo Hardcore Fashion collection utilizes a bright lime-yellow primary color, stylized illustration of a girl, and Japanese characters as part of the packaging identity.

Trend #3: Gothic

Rock n’ roll has been a trend going on in the beauty industry for several years, and lately the identities have been skewing more dark and gothic in appearance and tone. The heavy use of black, gothic typefaces, and edgy punk rock-inspired embellishments are all characteristics of identities in this trend. The gothic packaging identity is generally utilized when a product or brand is intentionally portrayed as edgier or darker than its competitors.

Most notably, tattoo artist from hit reality show LA Ink Kat Von D’s partnership with Sephora has made the darker, edgier aesthetic in the beauty industry more widespread. For example, the Adora fragrance has a black bottle, red gothic letterforms, and an ornate silver embellishment around the neck for an overall dark, bold, and mysterious feel. In other examples, the gothic aesthetic is part of a sub brand or product. Victoria’s Secret’s Love Rocks fragrance has a bold red bottle with black gothic lettering, scalloped edges, and a traditional pump to communicate an edgy rock n’roll aesthetic.

Juicy Couture’s Eau de Parfum and Urban Decay’s The Black Palette are other examples of traditional brands utilizing strong gothic brand identities as the primary visual communication in these products through the use of gothic letterforms. In addition to typography, many of these gothic beauty identities also have embellishments to hint at a connection to a rock n’roll lifestyle. For instance, OPI’s Rocker Chic nail polish set has graphic representations of punk rock rivets printed onto the carton for visual dimension.

Trend #4: Pop Culture

The connection between beauty and pop culture has been growing significantly as the lines between marketing and entertainment are becoming more and more blurred. The trend of fusing entertainment and pop culture themes into beauty packaging is becoming a staple in the color cosmetics industry, with popular television shows and movies serving as inspiration for beauty products and resulting in licensing relationships.

The vampire trend has been building steam for the past few years, and seems to be going strong, with the Twilight brand still leading the pack with teen and tween audiences. In addition to the many brands that have licensed the name in the past few years, Twilight Beauty has recently launched a line of products with detailed collections titled around specific vampire-inspired looks and names such as Luna Twilight and Volturi Twilight.

Movies and television shows with a strong makeup narrative are also growing in popularity as a way for fans to connect to the looks and characters explored in the stories. Smashbox’s Burlesque kit is inspired by the showy looks in last year’s movie with Cher and Christina Aguilera. OPI’s Glee nail polish set is an example of a television show tie-in, with a product offering broad enough to have staying power as long as the hit show maintains its popularity. Even television networks are hopping on this bandwagon – E! network is already known for its emphasis on celebrity culture and has launched a line of Red Carpet collections that allow the user to achieve the look of her favorite star as seen in popular awards show coverage.

Trend #5: Novelty

Another recent trend in beauty packages have novelty shapes and packaging concepts. This trend has been seen for quite some time in collectible or limited edition packages, but more recently it is being seen in permanent collections and products. Most of the packages categorized in this trend have some kind of gimmick to either the product shape or the packaging technique itself to create a distinct visual brand identity. A tongue-in-cheek approach is often taken in brands with this packaging identity to draw attention to the uniqueness of the company or product.

Many of the identities in this trend combine ordinary objects or elements that don’t normally go together for a clever twist, giving the brand a sense of whimsy. Benefit Cosmetics is probably best known for its unique brand, with retro graphics, fun product names, and clever copy as components of their packaging identity. The Some Kind-A Gorgeous foundation has a round component decorated to look like a record, juxtaposing two objects that would normally not go together for a visual twist.

Other packages in this trend have unique, fun shapes as the primary packaging. Diesel’s Only The Brave men’s fragrance bottle is in the shape of a pounding fist, communicating the bold, dynamic scent as described in their messaging. Esteé Lauder Pleasures fragrance has a limited edition version of its package in the form of a detailed golden bird. In both these examples, the products are more prominently displayed in a user’s lifestyle (ie: on a nightstand), which warrants a more unique and sculptural approach like any other home accessory.

Although most of the identities in this category deal with shape and form, there are also techniques in the production of the package itself that can make it feel novel. These can include printing techniques such as die cuts, stamps, and other embellishments that enhance the story or communicate a cute or funny message. For example, Victoria’s Secret’s Sexy Little Things fragrance utilizes a hologram image on the front of the carton so that when rotated, it appears as if the model on the front is blowing a kiss.

Trend #6: Tropical/Beach

Many current examples of beauty brands utilize tropical-inspired packaging identities to communicate a lifestyle or scent of the product inside. Some of these identities are seasonal or have to do with the scent inside, while others communicate a beach-centric lifestyle in general. These packaging identities typically include bold, bright colors, tropical flowers and fruits, and environmental references such as palm trees or beaches.

Pacifica is an example of a brand that uses a tropical-inspired look for their entire line, with bold, rich colors and large illustrative representations of the scents and ingredients inside. Bath & Body Works recently launched their Island Escape Signature Collection, with tropical names such as Fiji, Hawaii, and Bali. The packaging identity for this line utilizes island-inspired typography, bold color, and painterly representations of tropical flowers.

In addition to portraying tropical flowers and fruits, these identities also portray the beach both graphically and photographically. Victoria’s Secret’s Beach Sexy line references the beach in an abstract manner, with a hot pink primary color, a blue band at the bottom representing the ocean, and a golden gradation that resembles a sunset. The Michael Kors Palm Beach fragrance packaging is a fairly literal representation of beach culture, with a vintage illustration of a beach and palm trees and a nod to fashion resort wear.

Trend #7: 60’s Era

Earlier decades are constantly coming in and out of style when it comes to fashion, and beauty is no stranger to this principle. The look of the 1960’s seems to be widespread across many packaging identities in the beauty industry. These packaging identities can include organic forms, funky and offbeat colors, rounded shapes, psychedelic patterns, and 60’s era typography.

This connection between beauty and fashion is perhaps best demonstrated with the Emilio Pucci brand, whose funky, loud patterns are synonymous with 60’s style. The iconic patterns and colors are carried over to the identity of the fragrance collection in the signature graphics and the organic, funky, flowing component shapes. Prada’s fragrance also utilizes a 60’s-meets-Art-Nouveau technique in the rendering of the botanical illustration in the background, with funky colors reminiscent of a Woodstock era music poster. Jean Paul Gaultier’s Limited-Edition Classique Summer Natural Spray combines 60’s era font and hand-made looking decoration on the signature figure form to create a funky, retro feel. A much more subtle reference to the 60’s can be seen in Clinique’s Happy gift set, which utilizes geometric graphic comprised of concentric circles similar to patterns seen in the 60’s era.

Trend #8: Logo Pattern

The logo pattern is another fashion trend that has been seen in premium luxury fashion brands for decades, but is more recently being used as the primary identity for beauty packaging. Not surprisingly, many of the brands within this identity have roots in fashion.

Coach and Gucci fragrances both feature the signature logo patterns seen in their clothing prints as their primary and secondary packaging identities. Carolina Herrara’s fragrance has a stylistic pattern of the “CH” letterforms originally found in the logo mark as part of its primary and secondary packaging. Although most of the packages in this trend are based on typographic patterns, signature branding can be done with more subtlety. For example, Burberry’s fragrance packaging doesn’t even have the brand name on the bottle graphics – the signature plaid pattern alone identifies the package to the brand instantaneously.

Trend #9: Industrial

Another recent trend, particularly in men’s products, is using strong industrial influences as the packaging identity. These packages can allude to industrial elements and objects in form, material, or embellishments, and can also have a novelty effect. The overall feeling of brands within this packaging trend is cold, masculine, and often mechanical, with many of these packages produced in a silver color and stainless steel finish.

Some of the packages in this trend have a functional element inspired by industrial elements. For example, Prada’s Infusion d'Iris fragrance has a stainless steel spray component with a chain link embellishment and hook reminiscent of an industrial chain that can be clipped to the inside of a purse or key ring. The John Varvatos Fragrance for Men 10th Anniversary Edition package has an all-metal, silver bottle with a matching silver dog tag embellishment hanging around the neck as a keepsake.

While some of the products within this trend take inspiration from industrial elements, some take actual industrial objects out of context to create a unique package. Cartier’s Roadster Eau de Toilette is literally modeled after an auto part of its namesake, with stainless steel hardware and an overall retro styling. Jean Paul Gaultier’s Le Male Eeu De Toilette fragrance comes in a package that actually looks like a tin can, a common American industrial form.

Although many of these packages are more tough and masculine in feel, the industrial trend can also take on more of an elegant form. For example, La Prairie’s Silver Rain fragrance has a unique, pointed, asymmetrical design with a stainless steel finish to mimic a droplet shape.

Double Take! WikiLeaks LA Billboard vs. Barbara Kruger

noreply@blogger.com (The Kitchen Collaborative) — Mon, 18 Apr 2011 14:16:00 PDT

In our double take blog series, we explore brands that either accidentally or intentionally are incredibly similar in concept or execution. This post is a little less direct than previous examples, but the inspiration from one to the other has to be noted. The new WikiLeaks billboards in Los Angeles have a direct visual reference to conceptual artist Barbara Kruger's work, or at least an evolution of the visual brand that Kruger has been developing for almost 30 years. Her work consists typically of a juxtaposition between a stylized photograph and bold text in her signature red and black color blocks to evoke a shocking or ironic message. This distinct visual approach has been interpreted in contemporary graphic design since, and it's easy to see why a variation of this look was a fit for this controversial campaign for WikiLeaks.

After a little investigation, it turns out this campaign was the work of EpicStep.com, a social fundraising site, that was done through crowd sourcing. "Nick J.," the person behind the project, explained to Huffington Post:

"At some point governments and corporations must have accountability for their actions, just like individuals. If there is no one monitoring their actions, how can we assume that they will act in the our best interests? I feel our government has been less than honest with its people." He also added, "It's not just L.A. that needs to see this message. I would love nothing better than to see this billboard in major cities throughout the nation. Chicago is next."

Kitchen Collaborative Wins American Package Design Awards!

noreply@blogger.com (The Kitchen Collaborative) — Thu, 07 Apr 2011 13:21:00 PDT

We are pleased to announce that our packaging designs for Furrever and Pacific Bird & Supply Co. won GD USA American Package Design Awards! This national competition honored work in the packaging, point of sale, and visual merchandising categories.

Check out our winning entries along with the rest of the honorees here or in the current issue in print now!

Behind the Scenes: Vision Model Shoot

noreply@blogger.com (The Kitchen Collaborative) — Wed, 30 Mar 2011 12:02:00 PDT

Last Friday, we did a series of shots of Alyssa from Vision Model Management here at our loft for her portfolio. The themes ranged from more fashionable, stylized looks in the studio, to sexy lingerie shots, to lifestyle looks done in exterior locations at and near our building. Kitchen Photography/Art Director Jesse Hill led the team as photographer, Paley Fairman provided fashion styling, and Romina Fronti did hair and makeup.

Check out the finished shots and behind the scenes photos below!

Beauty Industry Packaging Trends 2011 Preview

noreply@blogger.com (Aniko Hill) — Tue, 15 Mar 2011 11:12:00 PDT

Every year, I write an annual feature for GCI Magazine on beauty packaging identity trends. When researching packaging for 2011, I found that many of the trends from 2010 and 2009 were still taking place so I decided to focus on trends not yet covered. Here is a short preview of what I will be writing about in further detail in the upcoming feature:

Geometric/Deconstructed Shapes: alternative shapes in both primary and secondary packaging

Japanese: celebrating Japanese culture – bold, fun, and unapologetically cute

Gothic: dark, edgy, punk rock inspired

Pop Culture: fusing entertainment and pop culture themes

Novelty: shapes, packaging concepts, production techniques

Tropical/Beach: bold, bright colors, tropical flowers and fruits, and environmental references

60's Era: organic forms, funky and offbeat colors, rounded shapes, psychedelic patterns, and 60’s era typography

Logo Pattern: signature logo patterns inspired by fashion

Industrial: cold, masculine, often mechanical, produced in a silver color and stainless steel finish

Check out the full story in the upcoming April issue!