PACKAGING CONCEPT MATHIAS DAHLGREN
| Title | PACKAGING CONCEPT MATHIAS DAHLGREN |
| Brand | DAFRA, GRAND HÔTEL, MATHIAS DAHLGREN |
| Product/Service | MATHIAS DAHLGREN EDITION |
| Category |
E04. Other Packaging |
|
Entrant
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ESSEN INTERNATIONAL Stockholm, SWEDEN
|
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Idea Creation
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ESSEN INTERNATIONAL Stockholm, SWEDEN
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Credits
| Daniel Teame |
Essen International |
Managing Director |
| Danny Jian |
Essen International |
CD |
| Cecilia af Petersens |
Essen International |
Senior Designer |
The Campaign
Mathias is one of the most famous and prominent chef in Sweden so his cooking philosophy was a huge inspiration. He always puts natural ingredients and natural taste in the centre of his creation. We wanted to translate that into graphic design/packaging, we were thinking what kind of design would he do if he was a graphic designer. So the visual translation would be: basic shape, black and white colours, and typography in focus. We highlight the functional part by using measurements of the kitchenware, and place them naturally as they are ingredients in a pan. And of course, being a design agency with strong Scandinavian roots we are constantly inspired of Scandinavian minimalism and functionality approach towards design.
Creative Execution
We designed the overall packaging concept for 10 products, including casseroles, frying pans and sauteuses. In addition to that, we developed a booklet with advice on how to treat the product as well as Mathias’s principle guides on how to success in the kitchen. We also integrated the graphics from the packaging into the product by adding two marks (underneath the heating surface and underneath the handle).
Indication of how successful the outcome was in the market
In relation to the initial brief the result truly is a great manifestation of design at its best. There is so many things to like. The simplicity. The uniqueness. The look. The realization. You name it. And the response has been overwhelming. Major premium department stores ordered and brought the products in to their assortment as well as small niche premium resellers. In addition, the impact has been huge. We’ve received international coverage by world leading design magazines and blogs, including:
1. Visuelle (16.09.11)
2. The dieline (16.09.14)
3. Mindsparkle Mag (16.09.13)
4. Computer Arts (2016 Issue 259, with interview)
5. Communication Arts (16.11.08)
6. Minimalissimo Magazine (16.10.21)
7. Behance Frontpage (16.09.29)
8. Visual Journal (16.09.09)
9. Fonts in use (16.09.22)
10. BP&O (16.09.10)
11. Abduzeedo (16.09.28)
12. Packaging of the world (16.10.07)
13. Book: Keep it Simple (Sandu Publishing, China) to be published in October
Our process started with some key insights that we gained through retail visits, analysis of the national and international competition and benchmarks. We identified a very dark impression overall, there was an overload of information and more or less all of the competitors used product images on their packaging. Obviously, with that as a foundation, we saw an opportunity to create something unique with great standout. The target group is primarily a modern lifestyle-oriented and sophisticated individual, with high purchasing power and with an interest in interior design. To make the brand relevant we had the ambition to design a packing solution that really resonated with them. In addition, the ambition was to get the product up on the shelfs in premium retail stores around Sweden. Hence, premium retailers being a vital target group as well.