Package Design - March 2015 - 8

snap

SHOTS

Hopping
to the Top

New beer uses packaging design
to communicate rich ﬂavor and
ingredients.

Pastry Personality
Italian pastry brand seeks new markets
and reinforces heritage with new look.

auli ﬁrst began as a family baking business in Italy
during the 1920s. Some 30 years later, the ﬁrm
began mass-producing its authentic Italian style
desserts on an industrial scale. Today, Bauli's product line of
croissants and traditional Italian holiday cakes is sold in
more than 70 countries.
With an eye toward expanding its North-American
offerings and emphasizing the company's rich heritage,
Bauli is introducing redesigned packaging. The new packaging, designed by QNY Creative (www.qnycreative.com),
uses Bauli's heritage and history as a key inspiration. The
redesigned boxes incorporate distinctive, sophisticated
shapes, and bright, elegant colors, combined with traditional looking typography that evokes a feeling of artisanal
craft baking. Prominently featured are appealing photos of
each pastry, which helps emphasize the brand's unique selling propositions, including oven baked, ready to eat and
all-natural. Topping the vibrant design is a cheeky loop of
red-ribbon at the top that's both attention-getting and
practical.

MARCH 2015

or a beer that was born out of an exhaustive
search through 150 types of hops, Blue Moon
Brewing Company naturally needed a strong
package design that communicated the unique personality of the brew. With ingredients that build on
the original palette of Blue Moon Belgian White, the
new White IPA uses a rare German
hop called Huell Melon.
Accordingly, the White IPA packaging is designed in the Blue Moon
brand's well-established signature
style, augmented with new elements such as an illustration that
reﬂects the White IPA's ingredients.
Additionally, the label's green color
palette was chosen to communicate the bright, fresh hop characteristics in the beer, which the
company says is hoppy, unﬁltered and balanced.
The overall design establishes the beer's place in the
Blue Moon brand, but it also
aims to answer a more fundamental question. "We've found
that a lot of people don't
know what a White IPA is,"
says Danielle Nash, a PR representative for Blue Moon. "It
was important that when
looking at the packaging on
a shelf or in ATL, beer drinkers
know what ingredients and
ﬂavor proﬁles to expect."

Package Design - March 2015

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