Package Design - April 2014 - 25

Hatter adds, "The packaging is almost
animated when you look at it. At any
point in the day, it's a different color or
several different colors. You will see a lot
of this in my future and probably a lot in
other designers' futures-more of an
environmental aspect to packaging."
Indeed, an environmental approach
to design can already be seen in a wide
range of packaged goods from high-end
beer and spirits to luxury at mass.
Flower Beauty from co-creators Maesa
Engineering Beauty and Drew Barrymore
uses a business model that draws on Barrymore's star power to promote the brand,
which in turn allows Flower to put more
of its money into the formulations and
packaging, including custom metallic
accents and cases with pillowed windows.
Describing the aesthetic benefit of
the pillowed windows, Scott Oshry, chief
marketing officer at Maesa, remarks,
"They pick up light and throw reflections
so the design gives you hot spots and low
lights. Personally, I love looking at things
that play with light and shadow.
"I'm an industrial designer with a
degree in automobile design, and so is
my business partner Sean [Brosmith],"
Oshry adds. "When you're designing a
car, you're always looking at light and
shadow, because that's how a car shape
reads, in how the light is bouncing off the
different elements, the different shaping
of the metal on the car. Through that
education, we approach design work
differently."
Maesa's designers, all of whom have
industrial design backgrounds, use their
understanding of three-dimensional
shapes and how light sources work to
optimize form and reflective materials to
deliver a look more commonly associated
with high-ticket goods.
The result has been tremendous for
the Flower brand and its exclusive retailer,
which is not typically known for carrying
luxury goods. "What is fascinating, even
for Walmart is to see that Walmart consumers, which comprises 82% of American households, are relating to the
packaging and its luxe feel," says Petra

Tucker-Moss, senior director of product
development and marketing at Maesa.
"Their consumers are buying Flower over
the competition in large part because they
like the way it looks. That was something
Walmart wasn't sure their customers
would care about. But what's happening is

the Flower brand is bringing a new set of
customers to Walmart -people who
appreciate and are willing to pay for a high
level of design aesthetic." PD
For articles on similar topics, visit the
Effects channel on PackageDesignMag.com.

Great Ideas to Great Presentations

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white box
shrink sleeve
metallic label
clear bag
white pouch
clear box

7 metallic box
8 white label
9 clear label
10 metallic bag
11 clear outer wrap

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Package Design - April 2014

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