Punchy acts as a gateway to the human mind
Ponder This
I imagine many of us have been staring out our windows from isolation, watching the world go by. Psychologists say that windows are gateways to the human mind, a place where we can listen to deeper and quieter thoughts. But how does this relate to packaging design? Can brands emulate this feeling?
The UK based Punchy Drinks has a range of hard punch and soft punch. Something for everybody, whatever your mood, it's a social beverage whether you choose to drink alcohol or not. The next generation of drinkers are more health-conscious and consuming less alcohol than previous generations. So Punchy needed to offer an inclusive beverage, that didn't entertain the idea of ridicule or judgement.
Bang smack at the top of the can is an approachable and friendly lowercase sans serif wordmark. The centred illustrations depict three settings: a holiday romance, golden hour and the first dip of summer. It's a window into another world, an oasis that Punchy can help you achieve. Duzi Studio the female-led creative team behind the Punchy brand explored the concept of ‘fauxstalgia’, the attempt to recreate and recapture the feelings of times gone past. The illustrations are housed in a semi-circular arched window. A characteristic of Romanesque architecture, and designed to evoke feelings of awe, envy, respect and power. This shows that packaging design can present opportunities to reflect and empower drinkers whether they choose to drink alcohol or not.
Another example of a semi-circular arch window?
Wwave Design wanted to challenge the traditional and old-fashioned Chinese birds nest market. The rebrand and packaging for Yan Yan Fang shows a new perspective and an elegant visual style that would attract a younger more affluent audience. The framed illustration invites the shopper to ponder their feelings and maybe even misconceptions about this Chinese delicacy.
