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Package designers: Embrace irreverence

Irreverent brand packaging designs—ones that are edgy, evoke energy, reflect a social agenda, or take a design risk—represent a small minority in the world of predictable marketing solutions.

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These rebels of mainstream packaging design may not always have long life spans or broad market appeal, but they stick in the minds of consumers like the iconic bad boy that signals power and confidence. The strength and conviction of the marketers that chose to take a risk and be provocative should be applauded.

In the early 80s, Ben and Jerry’s was the bold leader in this arena. The brand’s packaging design imagery read pastoral Vermont on the one hand, while the typography and product names read quirky, independent activism. Heinz, the classic leader of safe mass branding, took a step out of their comfort zone with the launch of the “ketchupy quips.” Ketchup packaging designs that literally spoke to the consumer were inventive and broadly appealing.

Wired magazine featured AriZona brand All City NRG in this past holiday season’s Fifth Annual Wired Store, their pop-up store located in the meatpacking district of New York. The shrink-sleeve-labeled cans were positioned among the latest examples of cutting-edge technology and design, placing them among the annual ‘must have’ brands.

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Break out of the ordinary: see what’s new in packaging & processing!
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