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The Dieline Digest 2: Our pick of things you need to see

Our bi-weekly collection of what caught our eyes on The Dieline recently that we feel are relevant to our busy clients. We know you are busy so we did the searching for you!


This is a design concept by two students, Maria Duriana Rodríguez & Cristina Maldonado, in Barcelona.

Its freshness and subtle innovation are further evidence that young people, in this case young women, with their fresh views unclouded by fear or years in the corporate “real world”, are a vital component to any company wishing to remain agile, relevant, creative and innovative.

This is a point that managers who are putting teams together would be wise to remember.

Conceptually “. . . the juice is so organic, the fruit is plucked from the tree to your mouth."

The shape of the bottle is a key element in the effectivity of this design concept. “The design of the bottle consist in small edges or vertebrae that simulate the roots of a tree and combined with the label design it evokes nature with an attractive look.”

See the original post on the dieline, here.

See two other student concepts we liked:

Two Prophets Danone Oikos

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Designed by Kaleidoscope agency for Two Brothers Honey. This is an example of a compelling brand story, strategy and packaging that stands out in a crowded market. It demonstrates strong design thinking, customer-centricity, and sustainability.

Original Design features:

  • The jar is a reused wine bottle. Which prevents waste and requires no new resources.

  • It is cut at an angle to create a fresh shape. This differentiates it from other brand’s jars, and also allows easier pouring.

  • Uses a natural cork.

  • The label is designed on seeded stock which, when planted will flourish into wild flowers that attract honeybees for pollination.

  • The jar can be repurposed, or “upcycled”, to continue its useful life.


(The Interview was very long. These are very short summaries of the long answers in the interview)

What is the role sustainability plays in Kaleidoscope’s design process?

Reduction of packaging materials,

Minimizing shipping costs

Using recyclable materials,

“Upcycling” (using other materials more than once with end user reusing again and again).

What are some of the challenges sustainability adds?

Keeping tooling and facilities minimal and cost effective, so that they are financially sustainable as well.

How did Kaleidoscope arrive at the final design?

We apply Design thinking and a very iterative process with the client to develop a name and compelling brand strategy.

They focused on telling a compelling brand story that demonstrated the philosophy of the ‘homesteading’ generation.

Part of the packaging and their campaign is to educate customers on sustainability and the circular economy.

What is Kaleidoscope’s philosophy when it comes to packaging?

Understand the complexity of a problem, including who, what, where, when and why.

To develop a brand strategy with a reason to buy into the brand, that stands out from the crowd, and is approachable, believable and doable.

How does the nature of the project drive Kaleidoscope’s design?


Use sustainability to make the product the hero, so that every aspect of the design lives up to the brand strategy.

Where does Kaleidoscope find inspiration?

Look at what has already been done and highlight the opportunities.

Look at What hasent been done or what other people think is impossible.

We work together in collaborative teams.

Purposeful design, dialog and research for all of our projects.

See the original post on the dieline, here

What does Kaleidoscope consider a sustainable design?

One in which the end of the product’s life, and the packaging’s life, is considered in the design process.

One in which the whole journey to a product is considered, including:

> the sources of the packaging materials, are they not taking more than can be replaced,

> the manufacturing process,

> how it can be reused, refurbished, recycled,

> how the people who make it are treated,

> the whole distribution process

What's next?

More sustainable materials that are biodegradable, compostable and recyclable, and new methods for designing packaging with them.

Changes in compost and recycling streams when it comes to sorting.

A new wave of savvy consumers who know more about sustainability and are willing to pay that little bit extra for innovative products.

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Here is a quick one for those of you following the UnDigital trend: Dave’s Coffee.

Dave's Coffe wanted a packaging “refresh” and a strong differentiation between their coffee types.

Holmberg Design H-DCO created this UnDigital retro design. It features:

  • Nice visual and physical texture of the paper.

  • Floods of color and minimal design

  • Interchangeable labels designed to be updated as coffees are purchased and roasted seasonally.

  • A Clever use of typography and color differentiate these packs on the shelf.

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#Heydieline Earth Month.

In this post the Dieline, with a nod to the Makers Movement, give a number of ideas of how to reuse packaging materials so that they do not immediately become waste, and save valuable resources and energy.

See the original Dieline post here. Be sure to tweet your ideas to #Heydieline!

We hope this kick-started some ideas. Get creative, have fun with your kids, and reuse some resources. It literally is giving new life, and keeps you from spending money on extracting more resources from Mother Earth.

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That is all for this time. Enjoy!

See: The Butterflies and Hurricanes Approach





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