Kitted Out

Who doesn’t love concept packaging? Packaging ‘eye candy’, concept packaging designs allow packaging companies and designers to flex their creative muscles, make bold design statements, display innovation and ultimately, have fun!
Commissioned by global brand management and TV licensing company Evolution, the IPL design team conceptualised packaging design and merchandise inspired by American Netflix TV show “Queer Eye” in which the cast (titled the “Fab Five”), each have specific interests: food and wine, culture, fashion, design and grooming.

“We wanted to develop a range called “Quick Essentials,” explains IPL Design and Innovation Manager, LB Odendaal, “a selection of curated products that would form ‘kits’, each tying into one of the Fab Five’s specialties – home and office design products, apparel, bath and body treatments, food and wine products etc.”

“The idea behind Quick Essentials was that each kit would provide beginners with quick and easy access to helpful products or tools relating to a particular interest,” he says. “We focused on the food & wine element, to begin with, aware that this could ultimately transfer to the other categories.”

“To communicate a premium feel we created a rigid board box wrapped in coated embossed paper with a faux leather (flat- packable) handle. Once opened, the box reveals a printed cover card with product message, beneath which sits a slide-out inner box with pull-ribbon tag, designed to maximise on-shelf display”

Included in the pack and housed in a white EVA display fitment, products include a moleskin wine-tasting and recipe notebook, a premium stainless steel and bottle opener and wine stopper.

The clean, minimalist branding and neutral 3-tone colours employed on the outer box lend the pack a distinctly premium feel, whilst the teal tone on the slide-out inner box adds a bit of playfulness and personality to balances the clean concept