Designs_On Packaging

D E S I G N S

O N :

P A C K A G I N G

D E S I G N S O N :

IDEO, in an attempt to drive thinking and discussion

around design issues of every stripe and kind,

publishes a semi-annual review called Designs On,

part personal perspective, part collective manifesto.

It addresses tricky, vexing issues of the day ranging

from global warming to time, food, and birth. Or

in this particular case, packaging. Not a pressing

concern, but a potent theme, and the one we’ve

adopted for this issue.

Designs On is a publication.

Designs On is a website.

Designs On is, at its core, a flexible forum that drives

exploration, iterative thinking, early prototyping, and

sharing, minus boundaries or constraints. Join us.

5

D E S I G N S

O N :

P A C K A G I N G

D E S I G N S O N :

IDEO, in an attempt to drive thinking and discussion

around design issues of every stripe and kind,

publishes a semi-annual review called Designs On,

part personal perspective, part collective manifesto.

It addresses tricky, vexing issues of the day ranging

from global warming to time, food, and birth. Or

in this particular case, packaging. Not a pressing

concern, but a potent theme, and the one we’ve

adopted for this issue.

Designs On is a publication.

Designs On is a website.

Designs On is, at its core, a flexible forum that drives

exploration, iterative thinking, early prototyping, and

sharing, minus boundaries or constraints. Join us.

5

For Designs On: Packaging, we asked designers

across our global locations to collaborate with

a partner (or two) in their home studio. Teams

were instructed to choose an everyday object,

select a verb, and pick an emotion.

For example: The object, an alarm clock;

the verb, to vibrate; the emotion, a sense of

excitement. An alarm clock elicits excitement

through vibration.

Using these three interdependent elements

(object, verb, and emotion), contributors

generated unexpected packaging ideas around

everyday tools, objects, or containers.

Entries were sent in by the dozens and editors

narrowed the list down to 20. Of these final

20, each found a thematic twin: its natural pair

or mirror opposite. These ‘twins’ appear in

the pages following as either exemplars of a

relationship, or of a tension.

We’ve named the two sections accordingly. We’ll

start by exploring relationships.

T H E B R I E F

6 7

For Designs On: Packaging, we asked designers

across our global locations to collaborate with

a partner (or two) in their home studio. Teams

were instructed to choose an everyday object,

select a verb, and pick an emotion.

For example: The object, an alarm clock;

the verb, to vibrate; the emotion, a sense of

excitement. An alarm clock elicits excitement

through vibration.

Using these three interdependent elements

(object, verb, and emotion), contributors

generated unexpected packaging ideas around

everyday tools, objects, or containers.

Entries were sent in by the dozens and editors

narrowed the list down to 20. Of these final

20, each found a thematic twin: its natural pair

or mirror opposite. These ‘twins’ appear in

the pages following as either exemplars of a

relationship, or of a tension.

We’ve named the two sections accordingly. We’ll

start by exploring relationships.

T H E B R I E F

6 7

R E L A T I O N S H I P S


ExpiredKuen Chang

Jin Ko

Noun: MedicineVerb: ExpireEmotion: Disgust

According to some fathers, medication never goes bad. Ever. (And they would be wrong.)

The truth is, knowing when medicine is, and

respectively is not, safe to ingest is essential.

Current packaging provides more confusion

than clues. Labels are congested, hard to

read and interpret. Trying to find vital safety

information is difficult. Why not turn to

bananas for a few simple hints?

Packaging Fear:

B E A S T

Bananas are the perfect source of design

wisdom. Those elongated, delicious yellow

semi-circles clearly betray signs of readiness

for consumption (ripeness) or imminent

decay. Why couldn’t over-the-counter and

prescription drug packaging do the same?

Consumers could vividly and intuitively detect

when medicine is no longer safe to take. Save

money. Save medicine. Just mind the spots.

Flintstones Chewables: trusted by moms,

loved by kids. Centrum CX: trusted by

physicians, loved by pensioners. For the

synaptically superior set—those of you in

late-adolescence, your odyssey years, or

adulthood—there’s now a playful way to

monitor your pill-popping regimen.

Vita Flower allows users to arrange all

over-the-counter prescription medications

in an alluring, floral pattern. The exposure to

friends and family members is designed to

help promote adherence to a specified drug

regimen. Users are less inclined to skip or

forget a day when people are watching. And

there’s a secondary benefit: it beautifies tables

and countertops formerly sullied by amber pill

cases or real flowers wilting.

Vita FlowerKuen Chang

Pam Daniels

Noun: VitaminVerb: BloomEmotion: Happiness

Packaging Fear:

B E A U T Y

10 11R E L A T I O N S H I P SD E S I G N S O N : P A C K A G I N G

ExpiredKuen Chang

Jin Ko

Noun: MedicineVerb: ExpireEmotion: Disgust

According to some fathers, medication never goes bad. Ever. (And they would be wrong.)

The truth is, knowing when medicine is, and

respectively is not, safe to ingest is essential.

Current packaging provides more confusion

than clues. Labels are congested, hard to

read and interpret. Trying to find vital safety

information is difficult. Why not turn to

bananas for a few simple hints?

Packaging Fear:

B E A S T

Bananas are the perfect source of design

wisdom. Those elongated, delicious yellow

semi-circles clearly betray signs of readiness

for consumption (ripeness) or imminent

decay. Why couldn’t over-the-counter and

prescription drug packaging do the same?

Consumers could vividly and intuitively detect

when medicine is no longer safe to take. Save

money. Save medicine. Just mind the spots.

Flintstones Chewables: trusted by moms,

loved by kids. Centrum CX: trusted by

physicians, loved by pensioners. For the

synaptically superior set—those of you in

late-adolescence, your odyssey years, or

adulthood—there’s now a playful way to

monitor your pill-popping regimen.

Vita Flower allows users to arrange all

over-the-counter prescription medications

in an alluring, floral pattern. The exposure to

friends and family members is designed to

help promote adherence to a specified drug

regimen. Users are less inclined to skip or

forget a day when people are watching. And

there’s a secondary benefit: it beautifies tables

and countertops formerly sullied by amber pill

cases or real flowers wilting.

Vita FlowerKuen Chang

Pam Daniels

Noun: VitaminVerb: BloomEmotion: Happiness

Packaging Fear:

B E A U T Y


In the days of stamps and letter

writing, C/O read ‘care of.’ These

days, the same two letters (CO)

look a little less innocent, fault

of associations with carbon

dioxide (CO2), a greenhouse gas

that keeps at least a few climate

scientists up at night.

But we produce CO2 every time

we exhale. And as the teachings

of the Great Buddha remind us,

“Nirvana is but a breath away.”

Sounds close. We might be able

to experience a bit of the sublime

if we start sending care packages

to strangers or loved ones in a

protective vessel filled with our

breath. This concept explores that

possibility. Breathe in. Breathe

out. Transcend greed, hatred, and

delusion (but make sure to send

the packages via USPS).

Packaging Air:

P R O T E C T

CO(me)

Stephan Merkle

Top Tulyathorn

Noun: AirVerb: ProtectEmotion: Delight

Jerusalem smells of mint and

jasmine at sundown. Paris:

Guerlain eau de cologne, fresh

bread, and bicycle tires with a

hint of Gitane tobacco. New York:

brown sugar-tossed almonds with

hot brick, hair product, and oodles

and oodles of greenbacks. Tokyo

smells like the future. Every one

the world’s most memorable cities

exudes a fragrance, a scent, an

olfactory profile uniquely its own.

This particular concept tells the

story of at least seven of the

world’s most memorable cities

by bottling specific attributes.

Each scent is housed in a

simplified form of one iconic

structure that defines that city’s

skyline. In essence, City Scent transforms the traditional idea of

a souvenir from something visual

(and tangible) to something more

sensual, more ethereal, more

directly connected to memory.

Packaging Air:

R E M E M B E R

City ScentRhea Jeong

Noun: CityVerb: RememberEmotion: Nostalgia


In the days of stamps and letter

writing, C/O read ‘care of.’ These

days, the same two letters (CO)

look a little less innocent, fault

of associations with carbon

dioxide (CO2), a greenhouse gas

that keeps at least a few climate

scientists up at night.

But we produce CO2 every time

we exhale. And as the teachings

of the Great Buddha remind us,

“Nirvana is but a breath away.”

Sounds close. We might be able

to experience a bit of the sublime

if we start sending care packages

to strangers or loved ones in a

protective vessel filled with our

breath. This concept explores that

possibility. Breathe in. Breathe

out. Transcend greed, hatred, and

delusion (but make sure to send

the packages via USPS).

Packaging Air:

P R O T E C T

CO(me)

Stephan Merkle

Top Tulyathorn

Noun: AirVerb: ProtectEmotion: Delight

Jerusalem smells of mint and

jasmine at sundown. Paris:

Guerlain eau de cologne, fresh

bread, and bicycle tires with a

hint of Gitane tobacco. New York:

brown sugar-tossed almonds with

hot brick, hair product, and oodles

and oodles of greenbacks. Tokyo

smells like the future. Every one

the world’s most memorable cities

exudes a fragrance, a scent, an

olfactory profile uniquely its own.

This particular concept tells the

story of at least seven of the

world’s most memorable cities

by bottling specific attributes.

Each scent is housed in a

simplified form of one iconic

structure that defines that city’s

skyline. In essence, City Scent transforms the traditional idea of

a souvenir from something visual

(and tangible) to something more

sensual, more ethereal, more

directly connected to memory.

Packaging Air:

R E M E M B E R


Noun: CityVerb: RememberEmotion: Nostalgia


98.6 / ChocoletJoseph Graceffa

Jeremiah O’Leary

Carly Price

Noun: ChocolateVerb: WarmEmotion: Love

Hershey’s might have cornered the market on the miniature candy kiss,

but lovers of cacao can still find other ways to ‘edibly’ express their

feelings for one another. One in particular: this jewelry piece, 98.6 / Chocolet. The pendant grips thin chocolate disks for people to drape

around their neck, close to their heart. This softens the candy, improves

its texture, and boosts the flavor profile. A loving gesture never felt or

tasted quite like it.

Packaging Senses:

T A S T E

Sharing ScentAndrew Burroughs

Joseph Graceffa

Jeremiah O’Leary

Noun: ScentVerb: SmellEmotion: Anticipation

Lights are fast. Candles are slow. Slower even are these embedded-scent

candles. Like wooing a lover, spear fishing, or standing in line at

the D.M.V., these little wax luminaries teach the principle of patience.

This concept celebrates the notion of waiting. Of anticipation. Of delayed

gratification. The scented wax capsule is visible, right out of the box,

but inaccessible for a period of ‘burn time.’ Only hints of the scent can be

detected until the fragrance center is breached by light, over time.

When the scent expires, it leaves behind only a clear candle and a string

of cherished memories.

Packaging Senses:

S C E N T


98.6 / ChocoletJoseph Graceffa

Jeremiah O’Leary

Carly Price

Noun: ChocolateVerb: WarmEmotion: Love

Hershey’s might have cornered the market on the miniature candy kiss,

but lovers of cacao can still find other ways to ‘edibly’ express their

feelings for one another. One in particular: this jewelry piece, 98.6 / Chocolet. The pendant grips thin chocolate disks for people to drape

around their neck, close to their heart. This softens the candy, improves

its texture, and boosts the flavor profile. A loving gesture never felt or

tasted quite like it.

Packaging Senses:

T A S T E

Sharing ScentAndrew Burroughs

Joseph Graceffa

Jeremiah O’Leary

Noun: ScentVerb: SmellEmotion: Anticipation

Lights are fast. Candles are slow. Slower even are these embedded-scent

candles. Like wooing a lover, spear fishing, or standing in line at

the D.M.V., these little wax luminaries teach the principle of patience.

This concept celebrates the notion of waiting. Of anticipation. Of delayed

gratification. The scented wax capsule is visible, right out of the box,

but inaccessible for a period of ‘burn time.’ Only hints of the scent can be

detected until the fragrance center is breached by light, over time.

When the scent expires, it leaves behind only a clear candle and a string

of cherished memories.

Packaging Senses:

S C E N T


There’s nothing particularly chic

about purchasing a 12-pack of

‘extra soft’ or ‘extra strength’ toilet

paper and shlepping it around

town—even if that town is more

familiar with using leaves than

a proper roll of Charmin. But, a

few simple changes to the plastic

wrap (opaque film, vacuum sealed

to enhance the forms inside, and

straps) might just transform an

everyday essential into a luxury

good. Or something approaching

true luxury—LV and Prada are still

several seasons shy of rolling out

a proper toilet paper tote.

Packaging Essentials:

H Y G I E N E

Lux PaperJames Prince

Volker Roos

Noun: Toilet PaperVerb: CarryEmotion: Envy

Mi is the Chinese character for

rice, one of the world’s single

most important staple foods.

The symmetry and simple

structure of this character aligns

with its role as the anchor of the

Asian diet, feeding the rich and

poor alike. The great unifier.

Though rice remains a vital source

of nourishment, its packaging

looks bland, utilitarian, even

coldly industrial. To elevate its role

as an everyday hero and push

it into modernity, these designs

make the grain easier to recognize

and carry in urban settings.


F O O D

RiceSue Tan

Eric Toyofuku

Noun: Rice BagVerb: CarryEmotion: Pride


There’s nothing particularly chic

about purchasing a 12-pack of

‘extra soft’ or ‘extra strength’ toilet

paper and shlepping it around

town—even if that town is more

familiar with using leaves than

a proper roll of Charmin. But, a

few simple changes to the plastic

wrap (opaque film, vacuum sealed

to enhance the forms inside, and

straps) might just transform an

everyday essential into a luxury

good. Or something approaching

true luxury—LV and Prada are still

several seasons shy of rolling out

a proper toilet paper tote.


H Y G I E N E

Lux PaperJames Prince

Volker Roos

Noun: Toilet PaperVerb: CarryEmotion: Envy

Mi is the Chinese character for

rice, one of the world’s single

most important staple foods.

The symmetry and simple

structure of this character aligns

with its role as the anchor of the

Asian diet, feeding the rich and

poor alike. The great unifier.

Though rice remains a vital source

of nourishment, its packaging

looks bland, utilitarian, even

coldly industrial. To elevate its role

as an everyday hero and push

it into modernity, these designs

make the grain easier to recognize

and carry in urban settings.


F O O D

RiceSue Tan

Eric Toyofuku

Noun: Rice BagVerb: CarryEmotion: Pride


T E N S I O N S

T E N S I O N S

Acid-washed jeans. Crimped hair. Z-Cavaricci’s. And mixed

tapes. At least ones of those deserves resurrection

from the dun-colored grave of obsolescence: the mixed

tape. Tapes were personal. Intimate. Poetic. And physical.

Music-sharing as of late has lost that materiality.

A cardboard cassette tape offers a seductive solution that

leverages the advantages of digital music but reclaims

the lost element of physicality. Sound tracks can be selected

and programmed directly through iTunes. Song lists can

be linked to a colorful QR code on the side of the cassette,

and listeners need only scan the code from their smart

phone to instantly enjoy the personalized line-up. Tapes are

environmentally sound, and can be decorated – like the side

of your Chucks or your old middle school text books. The

smart phone interface resembles a classic Sony Walkman—

hit ‘play’ and your mix tape playlist begins. Certain things,

we believe, deserve a comeback.

Packaging Invisibility:

E M P T Y

4G TapesKerry O’Connor

Dominique Ng

Hannes Harms

Noun: TapeVerb: ResurrectEmotion: Satisfaction

In the years to come, synthetic organisms will start producing

materials that function as both product and packaging.

Synthetic biology is already creating fuels and chemicals that

serve existing industrial supply chains.

Envision a product that is ‘fixed’ by light: exposure to a specific

wavelength causes the organism to morph into a rigid, waterproof

material. During shipping and storage, these light-molded cups remain

alive but dormant. With exposure to water, the organism hydrates

and begins expressing pathways that produce fragrance and flavor

compounds, creating an effervescent and probiotic drink.

After several uses, the cup walls begin to degrade and the container

can be composted.


F U L L

Synthetic BiologyWill Carey

Adam Reineck

Object: CupVerb: GrowEmotion: Love

20 21T E N S I O N SD E S I G N S O N : P A C K A G I N G

Acid-washed jeans. Crimped hair. Z-Cavaricci’s. And mixed

tapes. At least ones of those deserves resurrection

from the dun-colored grave of obsolescence: the mixed

tape. Tapes were personal. Intimate. Poetic. And physical.

Music-sharing as of late has lost that materiality.

A cardboard cassette tape offers a seductive solution that

leverages the advantages of digital music but reclaims

the lost element of physicality. Sound tracks can be selected

and programmed directly through iTunes. Song lists can

be linked to a colorful QR code on the side of the cassette,

and listeners need only scan the code from their smart

phone to instantly enjoy the personalized line-up. Tapes are

environmentally sound, and can be decorated – like the side

of your Chucks or your old middle school text books. The

smart phone interface resembles a classic Sony Walkman—

hit ‘play’ and your mix tape playlist begins. Certain things,

we believe, deserve a comeback.


E M P T Y

4G TapesKerry O’Connor

Dominique Ng

Hannes Harms

Noun: TapeVerb: ResurrectEmotion: Satisfaction

In the years to come, synthetic organisms will start producing

materials that function as both product and packaging.

Synthetic biology is already creating fuels and chemicals that

serve existing industrial supply chains.

Envision a product that is ‘fixed’ by light: exposure to a specific

wavelength causes the organism to morph into a rigid, waterproof

material. During shipping and storage, these light-molded cups remain

alive but dormant. With exposure to water, the organism hydrates

and begins expressing pathways that produce fragrance and flavor

compounds, creating an effervescent and probiotic drink.

After several uses, the cup walls begin to degrade and the container

can be composted.


F U L L

Synthetic BiologyWill Carey

Adam Reineck

Object: CupVerb: GrowEmotion: Love


LeftoversKarl Abele

Matt Brown

Mark Jones

Michelle Kwasny

Strick Walker

Noun: LeftoversVerb: PrivilegeEmotion: Shame

Often, refrigerators are scarcely more than a morgue for

half-eaten food: a cold, lonely place to solemnly view

and store the worldly remains of some anonymous life

form, pending a proper ground burial. So how might we

encourage people to actually eat their leftovers? To savor

culinary memories before they’re devoured by mold or

ravenous high school students on the post-midnight prowl?

Down with doggie bags and earth-killing ”take-away”

containers. Proper packaging ought to feature complete

meal and detailed caloric information. They ought to

include photos of the original dish; a reminder of the chef

or line cook that thoughtfully prepared it for you; the name

of the server. Even how much you spent. Suddenly, those

leftovers look every bit like something you’d love to eat.

Packaging Meals:

A F T E R

ChopsticksGregory Perez

Guoning Hu

Noun: ChopsticksVerb: BreakEmotion: Guilt

An estimated 25 million trees are chopped down every year in China

to support the country’s insatiable appetite for disposable chopsticks:

45 billion pairs per annum. Even with the adoption of policies in

certain locales to reduce the use of one-off or wooden chopsticks, the

environmental impact on forests is immense. These ¥5,000 (about $750),

limited-edition chopsticks remind us that wooden chopsticks are, in fact,

costly in more ways than one.

Packaging Meals:

B E F O R E


LeftoversKarl Abele

Matt Brown

Mark Jones

Michelle Kwasny

Strick Walker

Noun: LeftoversVerb: PrivilegeEmotion: Shame

Often, refrigerators are scarcely more than a morgue for

half-eaten food: a cold, lonely place to solemnly view

and store the worldly remains of some anonymous life

form, pending a proper ground burial. So how might we

encourage people to actually eat their leftovers? To savor

culinary memories before they’re devoured by mold or

ravenous high school students on the post-midnight prowl?

Down with doggie bags and earth-killing ”take-away”

containers. Proper packaging ought to feature complete

meal and detailed caloric information. They ought to

include photos of the original dish; a reminder of the chef

or line cook that thoughtfully prepared it for you; the name

of the server. Even how much you spent. Suddenly, those

leftovers look every bit like something you’d love to eat.

Packaging Meals:

A F T E R

ChopsticksGregory Perez

Guoning Hu

Noun: ChopsticksVerb: BreakEmotion: Guilt

An estimated 25 million trees are chopped down every year in China

to support the country’s insatiable appetite for disposable chopsticks:

45 billion pairs per annum. Even with the adoption of policies in

certain locales to reduce the use of one-off or wooden chopsticks, the

environmental impact on forests is immense. These ¥5,000 (about $750),

limited-edition chopsticks remind us that wooden chopsticks are, in fact,

costly in more ways than one.

Packaging Meals:

B E F O R E


Playing on the salacious idea of undressing or

‘unzipping’ for recreational fun, CNDM lets men

abandon the clunky geometry of grocery store

condoms in favor of a sleeker, sexier love glove.

CNDM’s discreet branding, and pocket-friendly

form, generates a potent mixture of curiosity and

excitement for everyone involved—including the

cashier.

Packaging Anticipation:

H E D O N I S T

CNDMJeremy Innes-Hopkins

Nils-Johan Eriksson

Noun: CondomVerb: PurchaseEmotion: Embarrassment


R I T U A L I S T

OnceAndrew Burroughs

Joseph Graceffa

Jeremiah O’Leary

Noun: ScentVerb: AnticipateEmotion: Longing

Drawing inspiration from the Talipot Palm—a monocarphic

plant, native to parts of India and Sri Lanka, which flowers

a single time over the course of a 30-to-80-year lifecycle—

Once blossoms for 24 hours, one time annually. Only a

lucky few are fortunate enough to catch a whiff of the

bouquet, every year.

To reduce the possibility of missing the moment, Once

places people “on notice” as the scent capsules approach

bloom, using a series of soft chimes as the days count

down from seven. Following the dispersion, the product

returns to hibernation, inaugurating the energy-storing

process for the next year’s blossom.


Playing on the salacious idea of undressing or

‘unzipping’ for recreational fun, CNDM lets men

abandon the clunky geometry of grocery store

condoms in favor of a sleeker, sexier love glove.

CNDM’s discreet branding, and pocket-friendly

form, generates a potent mixture of curiosity and

excitement for everyone involved—including the

cashier.


H E D O N I S T

CNDMJeremy Innes-Hopkins

Nils-Johan Eriksson

Noun: CondomVerb: PurchaseEmotion: Embarrassment


R I T U A L I S T

OnceAndrew Burroughs

Joseph Graceffa

Jeremiah O’Leary

Noun: ScentVerb: AnticipateEmotion: Longing

Drawing inspiration from the Talipot Palm—a monocarphic

plant, native to parts of India and Sri Lanka, which flowers

a single time over the course of a 30-to-80-year lifecycle—

Once blossoms for 24 hours, one time annually. Only a

lucky few are fortunate enough to catch a whiff of the

bouquet, every year.

To reduce the possibility of missing the moment, Once

places people “on notice” as the scent capsules approach

bloom, using a series of soft chimes as the days count

down from seven. Following the dispersion, the product

returns to hibernation, inaugurating the energy-storing

process for the next year’s blossom.


Look no further than Jamie Oliver, world food

price fluctuations, or the renewed American

love affair with farmers markets, and it seems

clear: a food revolution is underway. Sharpen

your knives, and bring in the butchers—

preferably the conscientious ones, like Mr.

Carcass, who believes that animals should

live well, roam free, eat what their ancestors

ate (other than primordial man), steer clear

of performance enhancing drugs, and taste…

amazing, morsel after morsel. Mr. Carcass

supports snout-to-tail dinners, live butchering

demonstrations, and informed approaches to

shopping for the world’s best flesh. For the

slightly squeamish or truly afraid of blood,

Mr. C. offers clever wrapping, strong branding,

and a reassuring tone to make the meat go

down smoothly.

Mr. CarcassLynda Deakin

Tracy DeLuca

Ian Groulx

Object: MeatVerb: DivideEmotion: Happy

Packaging Consumption:

D E C A Y

An estimated 10 million Britons still suck down

cigarettes faster than a troupe of aging rockers

in rehab straining to cough out another hit

tune. In the UK, cigarette butts sully streets

and parks everywhere. What if this nasty habit

could contribute to, rather than subtract from,

the beauty of outdoor spaces? CiggSeeds

aim to do precisely that. A variety of smokes

outfitted with biodegradable filters that contain

wild flower seeds, they sprout and blossom

into wildflower meadows when finished and

flicked, or deposited on the ground. Butts into

blooms. Cigarettes into snowdrops—the floral

not frozen variety, to be sure.

Cigg SeedsBen Forman

Object: CigaretteVerb: GrowEmotion: Indifference


G R O W T H


Look no further than Jamie Oliver, world food

price fluctuations, or the renewed American

love affair with farmers markets, and it seems

clear: a food revolution is underway. Sharpen

your knives, and bring in the butchers—

preferably the conscientious ones, like Mr.

Carcass, who believes that animals should

live well, roam free, eat what their ancestors

ate (other than primordial man), steer clear

of performance enhancing drugs, and taste…

amazing, morsel after morsel. Mr. Carcass

supports snout-to-tail dinners, live butchering

demonstrations, and informed approaches to

shopping for the world’s best flesh. For the

slightly squeamish or truly afraid of blood,

Mr. C. offers clever wrapping, strong branding,

and a reassuring tone to make the meat go

down smoothly.

Mr. CarcassLynda Deakin

Tracy DeLuca

Ian Groulx

Object: MeatVerb: DivideEmotion: Happy


D E C A Y

An estimated 10 million Britons still suck down

cigarettes faster than a troupe of aging rockers

in rehab straining to cough out another hit

tune. In the UK, cigarette butts sully streets

and parks everywhere. What if this nasty habit

could contribute to, rather than subtract from,

the beauty of outdoor spaces? CiggSeeds

aim to do precisely that. A variety of smokes

outfitted with biodegradable filters that contain

wild flower seeds, they sprout and blossom

into wildflower meadows when finished and

flicked, or deposited on the ground. Butts into

blooms. Cigarettes into snowdrops—the floral

not frozen variety, to be sure.


Object: CigaretteVerb: GrowEmotion: Indifference


G R O W T H


It’s a peephole. It’s a (visual) plane. It’s your

private perversion, packaged. Based on

predetermined ‘preferences,’ this sleek, little

device constantly updates imagery and video

clips just for you—or for your paramour.

Or for some unsuspecting picker-upper. When

the need for a ‘fix’ arises, simply take a pique.

Packaging Access:

E A S Y

PiqueJoseph Graceffa

Jeremiah O’Leary

Object: ToyVerb: ArouseEmotion: Excitement

Packaging Access:

D I F F I C U L T

Light My IreJudy Guo

Engin Kapkin

Object: CigaretteVerb: ResistEmotion: Apathy

What if prying open a package of cigarettes were difficult right down to the very

last grunt? What if gaining access to a single smoke was as hard as solving a

Rubik’s cube, blind-folded, one-handed, underwater, disoriented, sleep-deprived,

and heavily sedated? Would that help reduce smoking frequency? Might that even

help combat the habit, and promote smoking cessation? Just maybe. It’s certainly

worth a shot.


It’s a peephole. It’s a (visual) plane. It’s your

private perversion, packaged. Based on

predetermined ‘preferences,’ this sleek, little

device constantly updates imagery and video

clips just for you—or for your paramour.

Or for some unsuspecting picker-upper. When

the need for a ‘fix’ arises, simply take a pique.

Packaging Access:

E A S Y

PiqueJoseph Graceffa

Jeremiah O’Leary

Object: ToyVerb: ArouseEmotion: Excitement

Packaging Access:

D I F F I C U L T

Light My IreJudy Guo

Engin Kapkin

Object: CigaretteVerb: ResistEmotion: Apathy

What if prying open a package of cigarettes were difficult right down to the very

last grunt? What if gaining access to a single smoke was as hard as solving a

Rubik’s cube, blind-folded, one-handed, underwater, disoriented, sleep-deprived,

and heavily sedated? Would that help reduce smoking frequency? Might that even

help combat the habit, and promote smoking cessation? Just maybe. It’s certainly

worth a shot.


T E N S I O N S

Synthetic BiologyWill Carey, Adam Reineck

4G TapesKerry O’Connor, Dominique Ng, Hannes Harms

ChopsticksGregory Perez, Guoning Hu

LeftoversKarl Abele, Matt Brown, Mark Jones, Michelle Kwasny, Strick Walker

OnceAndrew Burroughs, Joseph Graceffa, Jeremiah O’Leary

CNDMJeremy Innes-Hopkins, Nils-Johan Eriksson


Mr. CarcassLynda Deakin, Tracy DeLuca, Ian Groulx

Light My IreJudy Guo, Engin Kapkin

PiqueJoseph Graceffa, Jeremiah O’Leary


Vita FlowerKuen Chang, Pam Daniels

ExpiredKeun Chang, Jin Ko


CO(me)

Stephan Merkle, Top Tulyathorn

98.6 / ChocoletJoseph Graceffa, Jeremiah O’Leary, Carly Price

RiceSue Tan, Eric Toyofuku

Lux PaperJames Prince, Volker Roos

Sharing ScentAndrew Burroughs, Joseph Graceffa, Jeremiah O’Leary

30 31I N D E XD E S I G N S O N : P A C K A G I N G

T E N S I O N S

Synthetic BiologyWill Carey, Adam Reineck

4G TapesKerry O’Connor, Dominique Ng, Hannes Harms

ChopsticksGregory Perez, Guoning Hu

LeftoversKarl Abele, Matt Brown, Mark Jones, Michelle Kwasny, Strick Walker

OnceAndrew Burroughs, Joseph Graceffa, Jeremiah O’Leary

CNDMJeremy Innes-Hopkins, Nils-Johan Eriksson


Mr. CarcassLynda Deakin, Tracy DeLuca, Ian Groulx

Light My IreJudy Guo, Engin Kapkin

PiqueJoseph Graceffa, Jeremiah O’Leary


Vita FlowerKuen Chang, Pam Daniels

ExpiredKeun Chang, Jin Ko


CO(me)

Stephan Merkle, Top Tulyathorn

98.6 / ChocoletJoseph Graceffa, Jeremiah O’Leary, Carly Price

RiceSue Tan, Eric Toyofuku

Lux PaperJames Prince, Volker Roos

Sharing ScentAndrew Burroughs, Joseph Graceffa, Jeremiah O’Leary

30 31I N D E XD E S I G N S O N : P A C K A G I N G

C R E D I T S

www.designs-on.com www.ideo.com

Editors Scott Tong

[email protected]

Blaise Bertrand

[email protected]

Michael Phillips Moskowitz

[email protected]

Design & Layout Scott Tong

Copywriting Michael Phillips Moskowitz

Special Thanks Angelique Ilusorio

Thomas Brisebras

Engin Kapkin

Hannes Harms

Ricardo Figueiroa

Printing Michael Hicks

[email protected]

Copyright © 2011 IDEO. All rights reserved.

32 33

C R E D I T S

www.designs-on.com www.ideo.com

Editors Scott Tong

[email protected]

Blaise Bertrand

[email protected]

Michael Phillips Moskowitz

[email protected]

Design & Layout Scott Tong

Copywriting Michael Phillips Moskowitz

Special Thanks Angelique Ilusorio

Thomas Brisebras

Engin Kapkin

Hannes Harms

Ricardo Figueiroa

Printing Michael Hicks

[email protected]

Copyright © 2011 IDEO. All rights reserved.

32 33

Designs_On Packaging

Documents

n gd e s i g n s o n

t i o n

t h e b r i e f6

everyday object

alarm clock

unexpected packaging

interdependent elements

everyday tools