Best of Design:Vignelli Packaging

"Although the primary function of packaging is to protect the product, its most important function is to create an intangible expression of the product either through the use of visual metaphors, or by describing it objectively and visually articulating the typography."

"In packaging, truth and lies often share the same surface, and that ambiguity is also a part of the communication."

Colton Packaging program, 1967/1970

"For this Company, a division of Gillette, we designed all packaging of their products and even their office interiors."

"It started with NINE FLAGS cologne,..."

"...followed by MY ISLANDS,..."

"...and then NUTS & BOLTS. Each one of these products were aimed to different market segments, men, women, and young men, and package were designed accordingly."

Heller Packaging Program, 1968

"The boxes were intended to identify the name with a new brand of design-conscious products at the point of sale."

"The orange color of the type on plain corrugated board became so much a banner of what the company stood for that even when the name was shortened and transformed by the size of the box, it maintained its strong identity."

Bloomingdale’s, 1972

"The concept we came up with for Bloomingdale’s packaging program was that of portraying and recollecting the shopping experience particular to this extraordinary department store."

"Boxes of different solid colors are distribute throughout the areas of the store. Only an elastic band carries the store name."

"The box is identified as it leaves the store, but once at home, the band gets discarded and the box can be used again as a plain beautiful container for storage."

"The shopping bags are divided into two categories: permanent and temporary. The first, plain with the store name, relates to the graphic program; the second differs from the program as much as possible, portraying the fashions and suggesting a sense of change, or else promoting the store’s special programs. We call this approach “identification without branding.”

Ciba Geigy Packaging program, 1976

"When those two Swiss giant Companies merged, we were asked to design a new name and the relative packaging program for their pharmaceutical line of products."

"We designed this simple two color approach to increase the identification of the products brand."

Perugina Chocolate packages, 1983

"If you like chocolate, this is the ideal client. The packages are designed to illustrate some situations appropriate for gifts."

Fratelli Rossetti Packaging Program, 1984

"This packaging program is part of a comprehensive program, from logo to packaging, from catalogs to signage."

"We were intrigued by the pattern established by the repetition of the Company logo and we used it throughout the program."

Feudi Di San Gregorio Winery Italy 2001

"In redesigning the labels for these wines from South Italy, we kept the little mosaic figures which were in the previous labels and designed an equally little label with the wine name to be positioned under it."

"This resulted on two small stamp like labels which gave a great uniqueness to this brand and made it immediately identifiable. This design received the Oscar Award for wine labels, which contributes to the success of this brand."