2002 Annual Design Review Packaging Design Distinction

Posted inID Mag


The point-of-sale display and packaging for the Apple iPod work together so well that the judges insisted on evaluating them as a group entry. “It’s kind of annoying how good these things look,” Turner said. “It’s so well thought-out; they’ve spent money on the details of ownership, and who else would do that?” Despite strict design constraints—including requirements that the display allow complete access to the product without permitting it to be moved from the countertop—designers at Apple Computer in Cupertino, Calif., created a continuous, outstanding experience from the point-of-sale display to the packaging to the product itself. Apple, Hale noted, “is one of the few companies that executes a brand so well. Their basis is industrial design, not graphics. They know that design shouldn’t be decoration; it’s part of the product concept.”

CLIENT Apple Computer, Cupertino, Calif. DESIGN Apple Computer, Cupertino, Calif.: Steve Jobs, Andy Dreyfus, Jonathan Ives, Hiroki Asai, Peggy Jensen, Josh Distler, Jemma Grimes and Daniele DeLulius, designers; Eight Inc., San Francisco: Tim Kobe and Wilhelm Oehl, principals
MATERIALS|FABRICATION point-of-sale: hand-polished CNC-milled clear acrylic, brushed stainless-steel base; packaging: lithography on SBS paperboard HARDWARE|SOFTWARE Macintosh G4, Adobe Illustrator, QuarkXPress, Adobe Photoshop

Photocredit: Doug Rosa

iPod Packaging and Point-of-Sale Display
iPod Packaging and Point-of-Sale Display


To match musician David Byrne’s imaginative, insightful music, designers at Doyle Partners of New York used barrier technology to create a series of astonishing moving graphics. This method combines two images printed in narrow strips with fine black lines printed on a clear sleeve. Viewed from different angles, the cover image shows Byrne seemingly opening and closing his eyes. The CD booklet provides numerous startling images, such as a broken cup miraculously repaired and a cicada flapping its wings. “The cover winks at you as you pass by!” Hale exclaimed. “That’s awesome in a retail environment.”

CLIENT Virgin Records America, Beverly Hills, Calif.
DESIGN Doyle Partners, New York: Stephen Doyle, creative director/photographer; John Clifford and Areil Apte, designers
MATERIALS|FABRICATION booklet: four-color offset lithography on paper; sleeve: serigraph on acetate
HARDWARE|SOFTWARE Adobe Photoshop, QuarkXPress, Adobe Illustrator

David Byrne's Look Into the Eyeball CD
David Byrne's Look Into the Eyeball CD


Color, form and shape give this perfume bottle, designed by New York-based Karim Rashid Inc., a look that demands attention. Created for Issey Miyake, the outer bottle’s fluid, organic shape and the inner bottle’s sleek cone combine in a way that’s both mysterious and puzzling. “You don’t know if it’s two shapes or one, which gives it a sense of intrigue,” Hale noted. Both jurors were captivated by the bottle’s graduated color, which gives the clear plastic the illusion of floating. “It looks like the package contains mist or dry ice,” Turner said. “The look is totally appropriate for a fragrance.”

CLIENT Issey Miyake/Beaute Prestige International, Paris
DESIGN Karim Rashid Inc., New York: Karim Rashid, principal; Yujin Morisawa, assistant designer
MATERIALS|FABRICATION injection-molded plastic
HARDWARE|SOFTWARE Macintosh G4, StrathPro, Ashlar-Vellum, Adobe Photoshop

Issey Miyake Summer Fragrance
Issey Miyake Summer Fragrance


Form follows function in this elegant packing solution created by a wine company to solve a specific problem. Regale Corp. of Napa, Calif., devised the two-piece molded system to eliminate label scuffing. The proprietary process costs 1/10 that of traditional tooling, can be finished faster and can be molded to any shape. Both jurors praised the use of recycled fibers and admired the aesthetics that resulted from the manufacturing process. “The technical and engineering aspects are a great example of problem solving,” Turner said.

CLIENT Regale Corp., Napa, Calif.
DESIGN Regale Corp., Napa, Calif.: Greg Gale, inventor/designer; Chalone Wine Group, Napa, Calif.: Beth Damron, planning and logistics; Dan Karlsen, wine-maker
MATERIALS|FABRICATION proprietary process using molded, recycled paper, processed with finished surface on both sides and dried within the forming toolset with heat-compressed air
HARDWARE|SOFTWARE IBM Intellistation Z-Pro with Matrox Millennium graphics card, DTM Synerstation 2500 Plus, Unigraphics V18.0 CAD, Microsoft Windows NT-4

Wine Shroud
Wine Shroud


Designed to entertain and sell, the packaging and manual for the Helix watch demand attention while effectively showcasing the product. Jager Di Paola Kemp Design of Burlington, Vt., created pieces for client Timex Corp. with a look, shape and size that contrast with the typical packaging for competing products. Jurors liked the way the pseudomilitary look extends from the outer box to the inner package, but wondered about extravagance. “You should want to keep a heavily produced package,” Turner said, “but this works best as a point-of-sale display and may be wasteful in the end.”

CLIENT Timex Corp., Middlebury, Conn.
DESIGN Jager di Paola Kemp Design, Burlington, Vt.: Michael Jager, creative director; Richard Curren, design/art director; Beth Wilbur, production manager; Whitney Shaw, account manager; Richard Curren and Ryan Widrig, packaging design; James Lindars, Coberlin Brownell, Richard Curren and Ryan Widrig, sphere design; Ryan Widrig, instruction manual/layout; Evan Hecox, illustration; Greg Danford and Kevin Wilkins, copywriting
HARDWARE|SOFTWARE Macintosh-based design programs

Helix Watch

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