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1、2024 TREND REPORTDIELINETikTok ruined trend forecastingwell happily die on this hill.Its not that“trends”didnt exist before,or they were solely limited to end-of-the-year wrap-ups,its just that,well,theyre everywhere now,and were constantly inundated with the new flavor of the week or even the next

2、five minutes.A dragonfly,gorgeously hypnotizing wings and all,can live anywhere from one week to two months.Butterboards died a much faster death.Thats how ephemeral they ostensibly are these days.Were all just so hungry to name a moment and plant our flag,right or wrong.But there is something nice

3、and tidy about a reportits how we mark time or recognize a genuine true-blue moment of innovation or serendipity.And,yeah,we try our darndest to make our very own trend report feel just a bit different.Well spread out the tarot cards and tell you what we foresee with packaging trends.But we also lik

4、e to talk about some of the bigger ideas taking shape in the design and branding world,whether thats packaging refill systems using old-fashioned aluminum cans or how brands are failing the LGBTQ+community.Sometimes,it even comes in the guise of commentary,but we think thats perfectly OK and that th

5、ese things can coexist peacefully.And the year ahead promises to be a doozy for creatives everywhere.If you thought 2020 had it in for us,well,gird your loins for 2024.While its true that it has never been a more exciting time to be a designer,its also an industrynot unlike many othersgoing through

6、a significant moment of great upheaval and change.And,as always,were here to cover it and hopefully make sense of it,good and bad.So,lets cut the preamble short and dig in.Heres Dielines 2024 Trend Report.THE FUTURE UNBOXED2THE BIOPLASTIC SHUFFLEBIOPLASTIC IS PLASTIC.THE BIO PART DOESNT MAGICALLY SO

7、LVE THE VERY COMPLEX POLLUTION PROBLEMS IN THE PACKAGING INDUSTRY.-SANDRO KVERNMO,CO-FOUNDER AND CREATIVE DIRECTOR AT GOODSWere talking billions of plastic bottles,most of which would otherwise end up in a landfill,incinerated,or making its way to the great plastic patch of garbage in the ocean.But

8、you already knew that.Instead,what many of the biggest brands around are opting to do isnt give you more infinitely recyclable packaging.They want you to have bioplastics.In 2021,Coca-Cola announced that they had developed another bioplastic bottle prototype,one made from plant-based paraxylene(bPX)

9、that uses corn sugarhowever,the technology the beverage maker uses is flexible feedstock-wise,meaning they could instead use agricultural byproducts or forestry waste.Sadly,brands arent interested in reducing their plastic footprint.They want to give you another polymer entirely,one that might be ev

10、en more harmful to the environment.Its not that bioplastics cant be part of a circular design systemthey can.They just havent yet proven they can be a viable part of a circular ecosystem,and that comes down to the materials end-of-life scenario.Yes,they could be made with a lower carbon footprint or

11、 using renewable energy sources,i.e.,non-fossil fuels.However,it requires land to grow these feedstocks,lots of it,and thats immensely resource-intensive.And,well,there goes your better-for-the-Earth-carbon footprint(not to mention 783 million people worldwide going to bed every night on an empty st

12、omach).And what about disposing of the stuff?Bioplastics carry a resin code of 7or“other”and are often rejected from recycling facilities.Thats not to say they cant be recycled or repurposed,but it really comes down to the chemical structure of the material in question or what kinds of additives mig

13、ht get mixed into the plastic slop.THE BIOPLASTIC SHUFFLE5 5By Bill McCoolOh,and they also use plenty of toxic chemicals.Bioplastic is the plastic industrys marketing dream,says Sandro Kvernmo,co-founder and creative director of Goods.It sounds like a product thats sustainable and low cost and has a

14、ll the properties we know from regular plastic.In reality,it has nearly all of the downsides non-bioplastic has,spreading microplastics being just one of them.Bioplastic is plastic,he adds.The bio part doesnt magically solve the very complex pollution problems in the packaging industry.It makes for

15、a challenging set of materials with plenty of question marks,and designers and brands alike need to pump the brakes.Ultimately,were still talking about substrates that no one recycles,and they lack the infrastructure necessary for wide-scale adoption(were looking at you,industrial compostables).We w

16、ant these to work just as badly as anyone else.But until brands assume responsibility for not only the trash they put into the world but the actual full life cycle assessment of these materials,well be talking about this ad nauseam because replacing one resin for another wont fix anything.6 6By Bill

17、 McCoolTHE BIOPLASTIC SHUFFLE“YOU HAD A LOT OF PEOPLE WHO HAD NEVER COOKED A DAY IN THEIR LIFE THAT WERE LEARNING HOW TO DO IT FOR THE FIRST TIME,AND SO THAT INCLUDED EVERYTHING FROM BUYING OLIVE OIL IN A SQUEEZE BOTTLE,OR MAYBE EVEN WORKING ON EASY-TO-MAKE DISHES LIKE RAMEN NOODLES THAT ARE SLIGHTL

18、Y ELEVATED OR EVEN TRYING HOMEMADE COCKTAILS FOR THE FIRST TIME.-MIKE MCVICAR,PARTNER AND CO-FOUNDER AT GANDER9The packaging world isnt exactly rife with controversy,but it typically comes in the form of accusations about copying a design.Case in point?Graza Olive Oil and its practical plastic squee

19、ze bottle.The beloved brands founder went on a LinkedIn tiradenow deleted with the requisite apologiesover how one of their competitors stole its immensely chef-y packaging.So,color us crazy when we thought the biggest packaging scandal of the year would be over who owns chef vibes.But then,you look

20、 around,and that back-of-house look is absolutely infiltrating food and beverage,from Momofukus masking tape soy sauce to Cheely Cocktails mad scientist mixologist look that sits comfortably behind any bar.Hell,even Eggos Brunch in a Jar booze taps into our inner-pickler with its Ball-aping look.Wer

21、e a chef-obsessed people.Yes,theres Julia and Jaques and Emmeril and Guy,not to mention Anthony Bourdains globe-trotting adventures.But in recent memory,we have David Chang first appearing on Mind of a Chef in 2012 or the FX hit show The Bear.Americans dont agree on much,but we can at least break br

22、ead and say“FOOD GOOD.”As of this writing,over 73.2 billion folks have checked out the hashtag FoodTok,and theres no end to our incessant need to watch food porn.Whats more,its right at your fingertips,and somethingliterally anythingis trending,even tinned fish and cottage cheese.YES,CHEF1010By Bill

23、 McCool11Likely,we have COVID to thank for all of it.And there are two reasons for that.Firstly,we were all at home.We were all at home a lot.During the lockdown,people were cooking a lot more,says Mike McVicar,partner and co-founder at Gander,the same agency that brought you Graza.You had a lot of

24、people who had never cooked a day in their life that were learning how to do it for the first time,and so that included everything from buying olive oil in a squeeze bottle,or maybe even working on easy-to-make dishes like ramen noodles that are slightly elevated or even trying homemade cocktails fo

25、r the first time.Secondly,the restaurant industry took a sizable hit,and the Momofukus of the world needed a new revenue stream.Hence,sauces and noodles for the masses.But that chef-driven aesthetic also plays well with many of these products.When you buy instant noodles from Momofuku,its not your s

26、tandard ramen fare.The hand-drawn labels that look back of house reinforce this idea that its not just instant noodlesits instant noodles plus a few interesting ingredients,and maybe you can take it a step further,says McVicar.So,will more brands lean into chef and food culture?Were pretty bullish o

27、n the topic,but were also firmly convinced that Food Networks Molly Yeh could launch a hot dish line in the freezer aisle at Target that revels in home cooking tropes and would be an instant hit(but seriously,call us,Molly).After all,there are certainly worse things than slapping on an apron.YES,CHE

28、F1212By Bill McCool1313“WHENEVER WE GET NEW PROJECTS THAT ARE FEMALE-LED,ITS EXCITING FOR US.ITS NOT SOMETHING YOU SEE AS OFTEN,HAVING WOMEN,STARTING THESE BUSINESSES OR HAVING THESE BRAND IDEAS.”-LIA MCMILLAN,SENIOR DESIGNER AT BEST STUDIO15Being a woman in todays society means wine nights with gir

29、lfriends that feed your soul,salon trips that make you feel reborn(Fleabag was righthair is everything),and badass role models like Beyonc.It also means getting passed up for a promotion because of your gender,leered at on the street like youre a steak dinner thrown to a pack of hungry wolves,and yo

30、u walk to your car with keys poking out between your knuckles,just in case.How I love being a woman!Michelle Goldberg wrote in The New York Times,“An obvious lesson from the gargantuan success of both Barbie and the Eras Tour is that there is a huge,underserved market for entertainment that takes th

31、e feelings of girls and women seriously.”Greta Gerwigs film and Taylor Swifts tour were two year-defining pop culture phenomena that have unequivocally influenced branding and packaging,and theyve encouraged people to embrace designs centering the female experience in an enthusiastic way weve not re

32、ally seen before.“Its cool to be girly right now,”said Sami Christianson,co-founder and creative director at Best Studio,the studio behind Girls Trip cannabis.“People are not ashamed of being too girly,and its the first time its really trendy.”Weve seen Barbie collabs galore and pink everything,like

33、 Widarto Impacts design for Pinklab.Cos skincare.But this trend is about more than everyones favorite color.BARBIEWORLD1616By Theresa Christine1718Its about the favorites from our younger years,like peak girlhood icon Lisa Frank teaming up with Pillsbury for ready-to-bake unicorn cookies,the chapsti

34、ck of our childhood,Lip Smacker,releasing a 50th Anniversary Vault Collection or Girl Scouts getting a snappy new brand identity thanks to COLLINS.Its about womens health,like battling the Black maternal mortality rate with Spora Healths Mommas Kit,designed by Leadoff Studio,and also emphasizing sel

35、f-care,like in TNKR Designs Wavvy bath soaks or Commersart Agencys BioSelf skincare lineup.Its about amplifying womens voices like Folk Estudios design for Lickabite ice cream did,and about women embracing their sexuality,like Clita,designed by Auge Design,and Tabu from SMAKK Studios.And its about l

36、aughing through the tears with self-care brand Billie turning womanhood into the unwinnable game that it is with a literal board game called No Worries If Not or Fortnight Collective encouraging people to go to the polls with their parody Votex campaign.Barbie World is about the power of girls and w

37、omen.Sami even admitted that advertising Best Studio as female-led is one of their biggest selling points to potential clients,and they love working with female-run brands and businesses.Lia McMillan,senior designer at Best Studio,added,“Whenever we get new projects that are female-led,its exciting

38、for us.Its not something you see as often,having women,starting these businesses or having these brand ideas.”But this trend doesnt look any one way.The female experience is simultaneously universal but also unique to girls and women.Whereas men at the forefront often exclude others,women-focused pr

39、oducts and experiences create a safe space for anyone of any gender or background whos down to join.Best Studios work on Girls Tripfounded by a mother-daughter duois a prime example.“Its called Girls Trip,”Lia said,“but everyones invited.”BARBIEWORLD1919By Theresa Christine202121“THERE WAS AN OPPORT

40、UNITY TO DO SOMETHING FOR RADFORD THAT WASNT POLISHED.IT GOES WITH THE BRANDS FOCUS ON HAVING THE HIGHEST QUALITY PRODUCT,SHOWCASING THAT THE BRAND IS SO OBSESSED WITH THE PRODUCT THAT THEY SEEMINGLY DONT EVEN CARE ABOUT WHAT THE PACKAGING LOOKS LIKE.-RION HARMON,CO-FOUNDER AND CREATIVE DIRECTOR AT

41、DAY JOB23If TikTok has taught us anything,users love coining terms with the hope that it will go viral or describe a genuine moment.Who amongst us can forget Coastal Grandma,Girl Dinner,and Everything-Coded?Now,you can also find Hipness Purgatory,”a visual aesthetic that popped up in the early 2000s

42、,a response to digital technology distinguished by its nonchalant drawings,ironic undertone,and a quaint,retro vibe,much like the visuals seen in movies like Juno or Napoleon Dynamite.And thanks to AI,youre likely going to see it again.Day Job,an agency known for its forward-thinking branding,releas

43、ed a design earlier this year for a beauty brand called Radford featuring hand-drawn elements and a twee aesthetic,a welcomed juxtaposition against the refined frosted bottles,neon colors,and immense use of white space choking the life out of the beauty world.We explored ideas of boredom and routine

44、 because the beauty space is loud right now,and everything is screaming at you,shares Rion Harmon,co-founder and creative director at Day Job.There was an opportunity to do something for Radford that wasnt polished.It goes with the brands focus on having the highest quality product,showcasing that t

45、he brand is so obsessed with the product that they seemingly dont even care about what the packaging looks like.NEW WAVE QUIRK2424By Chloe Gordon2526Were accustomed to brands taking themselves too seriously,more so in the beauty industry.Radford,however,goes against the grain and demands a second lo

46、ok from consumers.By peeling back the layers,the packaging system creates a casual,unexplored philosophy that consumers have been missing,aligning with the Hipness Purgatory movement.Its the unrefined illustrations and imperfect,handwritten text that give the brand its cooler-than-thou credentials.W

47、e also saw this aesthetic take hold with Geist Wine,designed by Supercult,in which the nonalcoholic brand implemented irreverent illustrations and 70s-inspired hues to emphasize its commitment to breaking free from the norm.The images have a rebellious nature but one that proves that the juxtapositi

48、on of playfulness and sophistication can work together.Designed by Lung-Hao Chiang,the Fruity Coffee Collection found inspiration from cheeky fruit stand graphics.While in typical Asian gifting culture,high-end,luxury fruit gift boxes have always been the traditional choice for presenting giftsthis

49、new presentation evokes a sense of quaint charm.Beyond retro,ironic drawings,this laissez-faire movement also brings in more handmade elements like stickers,paperclips,cardboard,and chalk typography.But its also different from indie craft in that its a direct reaction to all things digital,with a lo

50、nging to return to something touched by the human hand;in the end,its about peeling back the layers of design to reveal whats beyond the surface.NEW WAVE QUIRK2727By Theresa Christine282929“NOSTALGIA WAS OF MOST VALUE AND INTERESTING AND FUN WHEN IT HAD RELEVANCE TO THE BRANDS THEMSELVES OR THE PROD

51、UCT,I THINK WEVE REACHED A PLACE WHERE BRANDS ARE ADOPTING THIS TREND BECAUSE OF THE CULTURAL ZEITGEIST.THE CONSUMER IS GETTING OVERSATURATED WITH NOSTALGIA.BUT THEYRE ALSO NOT UNDERSTANDING WHAT THE THROUGHLINE AND STORY IS.”-MADISON UTENDHAL,FOUNDER OF UTENDAHL CREATIVE31In our 2022 Trend Report,w

52、e called out some definitebut very obvious90s love happening in design.It made perfect sense!All the kids were pinching their folks forgotten clothing from some dusty boxes in the attic.But it also felt like an extreme about-face from blanded brands and pastel-everything for something more dynamic a

53、nd fun that traded on pure,messy maximalism.But something else started happening,too.The nostalgia machine could no longer make up its mind.Was it 80s preppy making a comeback,or was Gen Z fiending over early 00s nu-metal and Y2K aesthetics?Or were we feeling the 90s,but really the 70s?Maybe its 60s

54、 Tiki bar culture?And wait,if Wes Anderson is doing the 50s,is that whats next?Its enough to make your head spin,and TikTok and its finely-tuned algorithms certainly arent helping.Instead,it feels more like youre getting served a heaping portion of every era and micro trend all the time.And its a lo

55、t of distracting noise thats mostly fleeting.And listen,we do this too.As people in the trend prediction and reporting businessbut even more so in designyoure looking for emergent themes and aesthetics that tell a story about where culture is and why something is happening.Social media has helped ac

56、celerate all that.In the past,it felt like a trend had some juice.Now,youre lucky if it lasts a week.That feeling of cultural dizziness has also permeated design,and creatives are pulling influence from a vast array of sources and creating their own remixed pastiche of everything everywhere all at o

57、nce.THE NEVERENDING ERAS TOUR3232By Bill McCool33A lot of this has to do with brands and their over-reliance on nostalgia marketing.Consumers have come out of a tough few years because of COVID and increased polarization in the US.Comfort has been in dire need for many.But its also left many brands

58、spinning their wheels.“Nostalgia was of most value and interesting and fun when it had relevance to the brands themselves or the product,says Madison Utendhal,founder of design agency Utendahl Creative.I think weve reached a place where brands are adopting this trend because of the cultural zeitgeis

59、t.The consumer is getting oversaturated with nostalgia.But theyre also not understanding what the throughline and story is.”Those sentimental feels and good times deja vu often arent rooted in anything genuine,and brands have stalled while they exploit it again and again.“Some of the biggest trends

60、of the last 6o years connect so deeply to culture,Utendhal adds.The 90s was about innovation,but also angst;the 60s and 70s had this cultural response to the overall turmoil in the world.The early 00s had this new millennia energy of what we thought would be the future.But I find that the 2010s,and

61、the decade were in now,I feel likebecause there seem to be so few central throughlines or almost too many because of the exposure of social mediaits given us too many options.So what are the common threads were all connected to that lead to these new trends?”THE NEVERENDING ERAS TOUR3434By Bill McCo

62、ol35The only trend that seems persistent is The Kardashians,she jokes.Design and branding cant make up their minds.Everything is momentary,and nothing cements itself or becomes sticky to modern culture.And were all scrambling to name a moment that falls away as quickly as we recognize it.Its also wo

63、rth mentioning that nostalgic retro design isnt bad design.Theres a lot thats pretty great,especially when we look at recent redesigns like Canada Dry,which relied heavily on brand archives but still felt modern through and through.Designers should cast their proverbial moodboard net as far and wide

64、 as possible.But its also fair to wonder if the 2020s doesnt know what it wants to be,as every new decade seems to feel a little less distinct and,well,uninspired.THE NEVERENDING ERAS TOUR3636By Bill McCool37PRIDE&PREJUDICED“THE UNFORTUNATE REALITY IS THAT PEOPLE WHO ARE PART OF THE LGBTQIA+COMMUNIT

65、Y HAVE BEEN DEALING WITH VIOLENCE AND VIOLENT THREATS SINCE THE BEGINNING OF TIME.THATS WHY IT WAS A BIG SETBACK FOR THE COMMUNITY TO SEE HOW THESE BUSINESSES WERE PRESENTED WITH THE REALITY OF WHAT THE COMMUNITY FACES DAILY.-JONATHAN OCHART,FOUNDER AND CEO OF THE POSTCARD AGENCY40With Junes annual

66、Pride celebrations come brands with Pride packaging and campaignssome great,like Harrys or Skittles,and some misguided,like Burger Kings Pride Whopper.Absolut vodka was one of the first brands to advertise to LGBTQIA+individuals in 1981.The AIDS epidemic had just started,and at the time,that was a r

67、isky stance to take.While the monetizing of marginalized people during a month designed to honor them is something to question,brands can approach Pride in an informed way that supports the community.Those who oppose gay rights always push back on Pride campaigns,but responses this year felt differe

68、nt.Trans influencer Dylan Mulvaney partnered with Bud Light;in turn,she faced stalking and personal attacks,and Bud Light never reached out to her in the aftermath.Target has featured Pride merch for a decade,but backlash caused concerns for employee safety and prompted some stores to move or minimi

69、ze Pride displays.“Once violence enters the mix,that sends a strong signal to businesses and organizations to figure out how they can navigate that challenge,”said Jonathan Ochart,founder and CEO of The Postcard Agency,a marketing agency thats done extensive work with LGBTQIA+clients.“The unfortunat

70、e reality is that people who are part of the LGBTQIA+community have been dealing with violence and violent threats since the beginning of time.Thats why it was a big setback for the community to see how these businesses were presented with the reality of what the community faces daily.PRIDE&PREJUDIC

71、ED4141By Theresa Christine4243“These corporations who have stated that they stand by the LGBTQIA+community washed their hands and left when the community needed them most,”Ochart added.If brands want to be allies and accomplices,Jonathan said accountability is critical.Large corporations donating to

72、 political candidates must know if those reps advance LGBTQIA+rights or diminish them.“The expression put your money where your mouth is should be a guiding principle for these corporations,”he said.Additionally,raising awareness and forging partnerships to highlight the community can happen year-ro

73、und,as can monetary support.Backlash may tempt brands into stepping back from Pridebut in 2024,they need to be louder and prouder than ever.Take notes from brands like Adidas,with its gender-inclusive swimsuit model,or The North Face and its drag queen-led Summer of Pride campaign.Theres also Fenty

74、Beauty and Savage x Fenty by Rihanna with their gender-diverse models(and the latter with a GLAAD partnership).Brands can get creative,tooHavaianas has a permanent Pride campaign,while Scarlett Johanssons beauty line The Outset used its platform to shine a spotlight on LGBTQIA+nonprofits and spark d

75、onations.Perhaps most interesting from this past year,though,is Cracker Barrel.The Southern comfort food chain previously discriminated against gay employees,but 2023 marked their first year participating in Nashville Pride.Despite the hate they received for this,they didnt bow down.“That goes to sh

76、ow that some corporations and businesses who may have not shown up in the past and may have been detrimental to the LGBTQIA+community always have the opportunity to make things right,”said Jonathan.“They can learn and grow and make a difference.”PRIDE&PREJUDICED4444By Theresa Christine454646“WE LIKE

77、 THIS STUFF BECAUSE IT IS NOSTALGIC,BUT,IN REALITY,ITS MORE ABOUT DRAMA.THE FONTS CREATE THIS KIND OF FORMAL DRAMA IN THE LETTER SHAPES THAT TAKE YOU TO A POINT WHERE IT FEELS EDGY BUT NOT TOO EDGY.ITS STILL MASS MARKET.”-PHIL GARNHAM,EXECUTIVE CREATIVE DIRECTOR AT MONOTYPE48Recently,it seems like w

78、e can sum up our feelings towards fonts using the poetic prowess of Sir Mix-a-Lot:we like em round and big.And lets be real.Anythinganythingis better than yet another brand playing it safe with a plain,inoffensive background and simple line of serif text.This trend could have been born from how trau

79、matized we are by blanding,and we will giddily welcome more personality in the packaging and branding around us.Or maybe this is the Unconventional Type trend we mentioned in 2021,now taking a step back and becoming a teensy bit more legible.“It feels quite nostalgic,and I kind of hate saying that b

80、ecause everythings nostalgic nowadays,”said Phil Garnham,executive creative director at Monotype.“But theres these nuances inside the letter shapes.There are a lot of contrasting elements and forms,which makes me think its not really about nostalgia at all.We like this stuff because it is nostalgic,

81、but,in reality,its more about drama.The fonts create this kind of formal drama in the letter shapes that take you to a point where it feels edgy but not too edgy.Its still mass market.”Weve seen many chunky fonts latelythink Jell-Os juicy new look and logo,thanks to BrandOpus designing the brands fi

82、rst refresh in a decade.Safari Sundays created a bespoke typeface called SWERVE for the Slurpee brand refresh,and its as fat and fun and funky as it sounds.I LIKE MY FONTS REAL THICK AND JUICY4949By Theresa Christine5051The lettering from Student Enqi Lims conceptual design for Mohu Brewery could be

83、 mistaken for balloon animal art.Because it creates an enticing look you almost want to take a bite out of,weve seen this style of font show up a lot in food and beverage,like Alani Nutritions Kimade,Studio Peels work on plant-based food Sobo Foods,or The Chicago Blends specialty roasted coffee,desi

84、gned by Span studio.But its shown up in other products,too,like the beauty brand BioSelf from Commersart Agency,HiRaw!,a pet food brand redesigned in collaboration with M N Associates,and even in the logo for Useful School,a pay-what-you-can design school for people of color.As for how these thick,f

85、at fonts will eventually evolve,only time will tell.One things for sure,thoughthis trend is a type designers dream.“I love super bold,daring typefaces like this,”Phil said.“I love doing wild things and being super expressive through type.I think thats super important.”Even fonts that dont lean too h

86、eavily into this trend(like Lina Aragon and Mara Alejandra Maya-Fresas work on Blum Skincare or Studio Miles packaging design for Canton Brasse Microbrewery)still have a perfect plumpness to them and exude the drama Phil was talking about.So go ahead,designersbring on the drama and feed those fonts

87、well.I LIKE MY FONTS REAL THICK AND JUICY5252By Theresa Christine535454THE MOST IMPORTANT THING IS THAT YOU CANT FAKE IT,WHEN BRANDS DO,ITS OBVIOUS.THE BRAND HAS TO ORGANICALLY COME OUT OF THE PEOPLE BUILDING IT.”-ANDY PEARSON,VP OF CREATIVE AT LIQUID DEATHIts a sensible method;why risk alienating f

88、uture customers or potentially catching fire from the public?But for the right company,being indifferent or outright hostile as a brand can work to dazzling effect.Its a way to stand out in a competitive space and garner plenty of attention,especially on social media.Sometimes called“hostile brandin

89、g,”or“anti-branding,”its an approach thats existed for some time.Perhaps the most memorable historical example is Volkswagen USAs branding of the 1960s,which included a series of legendary print ads.VW leaned into all the criticisms of its vehicles;Beetles are small,and all look the same year-over-y

90、ear.Oh,and theyre ugly,too.The“Think Small”campaign from Doyle Dane Bernbach(DDB)took the cars flaws to highlight the tradeoffs,like fuel economy and affordability,over fancy new grilles and tail lights.But that was the 60s.Six decades later,there are a combined 140 million Gen Zers and Millennials

91、conditioned on conventional branding and messaging,thanks to spending most of their lives inundated with online advertising.And that means authenticity from a brand is in high demand.By now,you know Liquid Death.Their brash identity is not only genuine but unapologetic.Whats more,theyre not afraid t

92、o get raunchy or controversial,and they continually hammer home their core mission of ridding the world of single-use plastic water bottles by providing an aluminum can alternative.“The key is just to build the brand thats the most you,”says Andy Pearson,VP of creative,Liquid Death.“I wince a little

93、OK,a lotwhen marketing or brands are referred to as punk.I dont think Liquid Death is punk.Liquid Death is just an amalgamation of the things we find interestingheavy music,satire,art,absurdist humor,health and environmental issues,sketch comedyall thrown in a bag and shaken up.What makes it feel pu

94、nk is that this approach feels very contrarian to the traditional way brands are built.Also,were doing it ourselves;it feels handmade.DIY was really what the whole punk ethos was originally built on.”HOSTILE BRANDING5656By Rudy Sanchez57The most important thing is that you cant fake it,he adds.When

95、brands do,its obvious.The brand has to organically come out of the people building it.Some companies dont have the culture orsometimesthe cojones to let things like heavy metal and dark comedy define their brand.A typical New Years resolution is to get healthier and more fit.For gyms,the new year br

96、ings in loads of new members enthusiastic about sticking to their resolutions.But that resolve evaporates,and folks stop hitting the gym over the following weeks.On January 1,2023,Equinox unveiled a new campaign by Collins,declaring,“We dont speak January,”which also included not selling new members

97、hips on New Years Day.The language and tone around the campaign directly called out the people who signed up in January and werent seen at the club come February or March.Critics of“We dont speak January”accused Equinox of being elitist and exclusionary.But the brand has always been about elitism an

98、d exclusion,as memberships cost about$380 a month with a brand identity that doesnt appeal to the casual Crunch elliptical user.Regardless,Equinoxs campaign proved successful despite online vitriol;website traffic rose 52%,and sales increased by 30%compared to the previous January.Theres no secret t

99、o hostile branding,but that doesnt mean every brand can pull it off.Besides Equinox and Liquid Death,companies stick to branding that doesnt offend potential customers.But breaking through the noise is only getting tougher,with conventional branding becoming less effective on younger consumers bomba

100、rded with more of the same.Not every brand can be so aggressive and turn controversy into revenue.But when it works,the payoff is handsome.More than likely,a few more Liquid Deaths are waiting in the wings.HOSTILE BRANDING5858By Rudy Sanchez596060“CONSUMERS ARE BOMBARDED BY THE CACOPHONY OF BAD DESI

101、GN AND CHOICES IN THE BEER AISLES,BRANDS ARE TRULY SCREAMING OVER EACH OTHER TO GET YOUR ATTENTION,AND THERES NOT MUCH TO CONNECT WITH.THE NOSTALGIC,SIMPLE DESIGNS THAT HAVE COME OUT FROM THE LAST TEN OR SO YEARS ARE THE ONES THAT SEEM TO BOLDLY BUT QUIETLY CATCH THE EYE OF THE CONSUMER.”-RYAN RHODE

102、S,PARTNER AT DESIGN STUDIO LAND62Nostalgia is a powerful force.It has a way of transporting us to happier times or,for those who werent there,a retro-fueled break from modern life.Most recently,there seem to be more beers turning yesterdays lookbook,even non-alcoholic varieties.Its not hard to see w

103、hy.Beer is often consumed among friends in times of revelry,so naturally,connecting to those memories through branding makes plenty of sense.In 2022,we saw Molson Coors give both its flagship Coors Banquet and Hamms cool,retro-throwback look with a new-old visual identity that mines both beer brands

104、 20th-century heyday.This past summer,Natural Light returned to its packaging from 1979,a bygone look from before Nattys college-aged demo was even born.That might seem counterintuitive,but the move reacquainted older beer drinkers with the heritage brand while being“retro”cool with the younger crow

105、d.It isnt just heritage.Macro beer brands tapping into the visual stylings of the mid-century stand outand in a good way.Given the popularity of non-alcoholic alternatives,even no-ABV beer brands are getting into the retro spirit.Doublenaught-designed Stay Classy is a non-alcoholic IPA with branding

106、 inspired by mid-century brews.Als,meanwhile,is an easy-going NA brew that captures a night out at the dive bar with neon signage playing the lead role of logo.BIG BEER NOSTALGIA6363By Rudy Sanchez64“The appeal for consumers might be the idea of drinking something that was cool from another era,”say

107、s Ray Ricky Rivera,founder of Southern Californias Norwalk Brew House.“The resurgence of PBR had a lot of that.People like discovering under-the-radar stuff,whether its truly retro or just feels like it.”Perhaps new brands without a deep,decades-old archive are drawn to retro-beer styling for a diff

108、erent reason.“Id argue brands are mostly utilizing retro and nostalgic designs to signal legacy when there isnt much brand history there,”Rivera says.Ryan Rhodes,partner at design studio LAND,believes the highly competitive beer space offers an opportunity for brands to distinguish themselves using

109、retro label designs.“Consumers are bombarded by the cacophony of bad design and choices in the beer aisles,”Ryan says.“Brands are truly screaming over each other to get your attention,and theres not much to connect with.”“The nostalgic,simple designs that have come out from the last ten or so years

110、are the ones that seem to boldly but quietly catch the eye of the consumer,Rhodes says.People freaking love it,we love it,he adds.Fat Tire and Big Country allowed us to tap into those nostalgic emotions,that bygone era when beer cans and bottles were beautiful,well-crafted,and human.When a beer,or a

111、ny product,feels timeless and looks good in your hand and delivers quality ingredients to boot,it seems like a simple recipe for success in connecting with folks.”There seems little doubt that beer drinkers love that retro look.New brewers can tap into that nostalgic vibe successfully,even if they d

112、ont have the heritage of decades-old brew.Regardless,its clear that whats old is new again.Well,at least in the beer aisle.BIG BEER NOSTALGIA6565By Rudy Sanchez666767“OBJECTS WITH THE 60S AND 70S AESTHETIC HAVE AN EXPRESSIVE NATURE FIGHTING AGAINST ALL THINGS THAT ARE PERFECT.-BRIAN ROETTINGER,PARTN

113、ER AT PERRON-ROETTINGERTheres nothing more quietly luxurious than ribbed glass.Ribbed glass bottles have been slowly making the rounds.Earlier this year,Campari refreshed its bottle with the help of the branding agency Robilant by adding ribbed detailing.The new design features elegant embossed deta

114、iling,but more importantly,it marked the brands first update in a decade.Similarly,Perrier recently worked with French designer Phillipe Starck to add an embossed twist to the brands classic packaging for a limited-edition release.More than just making shelf impact,the ribbed detailing often turns t

115、hese vessels into a keepsake.In turn,this means no longer tossing packaging after a single use but repurposing itheck,go ahead and put some flowers in em.Ghia,everyones favorite no-booze aperitif,also updated its bottle with ridges.Perron-Roettinger designed the brands updated bespoke container with

116、 the intention that the new packaging system could act as a memento once youve gobbled up every last drop.It feels like a unique experience,and it makes you just want to keep it indefinitely because it feels too nice to want just to discard it,shares Brian Roettinger.RIBBED FOR OUR PLEASURE6969By Ch

117、loe Gordon7071The intricate ridges also provide a tactile experience that engages consumers senses before they try the product.Beyond simply elevating the design,the textured or embossed glass becomes a memorable receptacle that lives rent-free in their heads.The idea was that Ghias bottle silhouett

118、e would become iconography and that,over time,you wouldnt even need to see the logo;you just knew the shape of the bottle,Roettinger notes.It feels a bit retro,and its coming back into play in the aesthetic sense,even graphically.Objects with the 60s and 70s aesthetic have an expressive nature fight

119、ing against all things that are perfect.Perron-Roettinger also designed Doladiras packaging with similar ribbed detailing and is maybe even trying to corner the market on ridge-y embossed glass.The entire ethos is that this brand is an elevated aperitivo,and the Alpine and the Dolomites are very muc

120、h an influence,notes Brian Roettinger.So we wanted the bottle to feel like it.The lines are meant to mimic an Alpine route.So it feels like a mountain and a ski route,with this elevated approach to it.Its less about aesthetic and texture and more about thinking of it as a ski run.Factsribbed element

121、s add that extra note of classiness.But it neednt limit itself to beverages and spirits.Imagine its application in spreads and sauces or beauty and baked goods.So give the people what they want,a luxuriously tactile experience of packaging thats too good to pass up.RIBBED FOR OUR PLEASURE7272By Chlo

122、e Gordon73A RECYCLING RECKONING“IF BRANDS ARE PAYING ATTENTION,THEYRE AWARE THAT THEY HAVE PRESSURE TO MAKE SUSTAINABLE CHANGE FROM SEVERAL SIDES,”BRANDI SAID.“FROM GOVERNMENT POLICY,FROM RETAIL,FROM CONSUMERS,AND FROM THEIR OWN CORPORATE GOALS.THERES JUST ABOUT EVERYTHING AT STAKE.”-BRANDI PARKER,S

123、USTINABILITY CONSULTANT“Since the 1970s,Americans have been told to recycle,”John Hayes wrote for CNBC.“Dutifully,millions of us do just that,with the promise that when we put our waste into a recycling bin,weve done our part to save the planet.”Or so we thought.Because we now know this promise is n

124、ot being honored.Its not a secret that,according to the EPA,less than 10%of plastic in the United States actually gets recycled.And today,consumers are more conscious than ever about sustainabilityin part due to Covid-19.“The pandemic defines the era were now in,which I call the post-awareness era,”

125、said Brandi Parker,a brand-level sustainability consultant.“It was during the most intense part of the pandemic that many people realized how much impact we collectively have as humans on this planet.Since then,technology,conversations,and change have increased exponentially.”Some companies may be m

126、ore than happy to hide behind the recycling symbol and fool well-meaning consumers into thinking theyre doing all they can for Mother Earth,but people these days have less patience for wishcycling.For big brands,this puts a lot on the line.“If brands are paying attention,theyre aware that they have

127、pressure to make sustainable change from several sides,”Brandi said.“From government policy,from retail,from consumers,and from their own corporate goals.Theres just about everything at stake.”A RECYCLING RECKONING7676By Theresa Christine77Were seeing states with proposed bans on the recycling symbo

128、l(like in California),and we may even one day see plastic taxation laws as they have in Europe.Brandi mentioned that retailers are prioritizing sustainable goods,such as REI intending to only sell products with a“preferred attribute”within their Product Impact Standards by 2030,Ulta Beautys Consciou

129、s Beauty for the eco-minded,or even the GreenWise line at Publixand this leaves less and less room on the shelves for brands that dont meet those standards.Brands have also made environmental promises,and you can bet were closely watching their progress.People are willing to prioritize the welfare o

130、f the world in their spending habits(especially Gen Z and Millennials)and brands that dont follow suit may eventually feel it in their pockets.Until then,what will make the most impact is brands putting in a genuine effort with sustainable choicesbecause the shift from single-use plastic-everything

131、wont be instantaneous.We might expect to see more sustainable packaging options on the horizon,too,like Morramas work on Maya,a refillable beauty and makeup brand in an industry notorious for plastic waste.Or theres Paper Blister,a sustainable solution for push-through pill packs in pharmaceuticals,

132、which are typically plastic.Were happy to report that canned refills are having a moment.And hey,maybe well take a step back in time with more classic materials like glass getting used for milk once again.“The reality is that sustainability isnt a singular end goal,”Brandi said of what she looks for

133、ward to in the realm of sustainability for packaging and branding in the coming year.“Its a concept meant to be ever-evolving,and it encourages possibilities instead of limitations.I hope to see and feel more optimism.The doomsday-speak might have been effective in sparking awareness,but it is not i

134、nspiring action.Only hope does that.”A RECYCLING RECKONING7878By Theresa Christine7979“GEOMETRICAL,SIMPLE SHAPES ARE FOR EVERYBODY;ITS A DEMOCRATIC STYLE.ITS VERY APPROACHABLE,AND THEY ALSO HAVE AN EDGE BECAUSE THEY CAN BE FUNKY.”-VERNICA FUERTE,FOUNDER AND CREATIVE DIRECTOR AT HEY STUDIO8182At some

135、 point midway through the year,I realized that the packaging I was writing about was home to more than just complementary color palettes and compelling typography.In place of intricate illustrations and drool-worthy food photography,I found shapes.From wonky geometrical,no-name figures and three sim

136、ple solid squares with typography subtly gracing the bottom to a label of half moons layered with squiggly configurations,the forms became too widespread to ignore.The geometrical shapes were seeing are strikingthese arent your run-of-the-mill polka dots or outdated chevron patterns,and these bold,g

137、eometrical forms are no longer confined to the background.Instead,theyve emerged as the indisputable stars of the show.Window cutouts are certainly driving interest.Instead of just serving a practical purpose by allowing consumers to see the product,these windows transform into dynamic design elemen

138、ts that make the goods inside an integral part of the brand aesthetic.Seachanges packaging for Bennetts Chocolatiers has an element of luxury and leans into the power of color while allowing the geometric cutouts to create a stunning frame.The boxes now serve as exquisite visual representations of t

139、he dessert,boasting a rich,elegant,and utterly delicious look.YOU BETTER SHAPE UP8383By Chloe Gordon8485In some packaging designs,shapes are the primary decorative element.Using minimalist,geometric patterns can make a product stand out in a crowded marketplace.Heartbeat Hots aesthetics are simple,s

140、ure,but theyre also utterly captivating.You see geometrics in the liquor world,but wine is a type-heavy category.The type IS the design.Going against that,I wanted something you could see from 20 feet away and instantly know it was HEARTBEAT,mentions Kristen Knapp,Founder of HEARTBEAT.Buddy Buddy,a

141、gender-neutral deodorant for teens,and Metaklinikas,a specialty paper brand,have also implemented shapes as the main design element within the packaging system.The appeal lies in geometrys ability to convey meaning,evoke emotions,and create a lasting visual impact thats less cluttered and anything b

142、ut dull.Geometrical,simple shapes are for everybody;its a democratic style.Its very approachable,and they also have an edge because they can be funky,shares Vernica Fuerte,founder and creative director of Hey Studio.Fuerte led the design of Neeo,a new line of supplements with packaging that features

143、 geometric tile patterns throughout the packaging and brand identity.We used these geometrical patterns to evoke the ceramics you see in Mediterranean architecture.Sure,intricate,elaborate patterns are dainty and elegant,but using bold,funky shapes in a packaging system without overwhelming typograp

144、hy is an instant disruptor.It tells consumers the brand is confident and approachable,something more brands should strive for.Theres nothing standoffish about jazzy shapes.And for that,theyre flawless.YOU BETTER SHAPE UP8686By Chloe Gordon878888“MERGING 20S AND 30S STYLES WITH CONTEMPORARY ELEMENTS

145、CREATES FRESH,COMPELLING PACKAGING SYSTEMS.COMBINING BOLD GEOMETRIC SHAPES AND RICH COLORS WITH MODERN DESIGN ELEMENTS GIVES CONSUMERS THEIR CRAVINGS FOR THE PAST WHILE BALANCING THE VISUALS OF MODERN TIMES.90Art Deco-inspired design,which first flourished in the 1920s and 1930s,is reinjecting a sen

146、se of cultivated glamor and luxury into packaging designs of the modern era.Its the re-roaring 20s with Gatsby levels of glamour.Except,were all broke,which tracks if we consider the Great Depression also happened at the tail end of the 20s.But we digress.Its bold geometric pattern season with rich

147、colors and a distinct sense of opulence.Those are the things that immediately come to mind when we think of that ground-breaking period in art history,especially considering its a movement that fuses elegance with an eye for the avant-garde,resulting in a style that exudes sophistication and capture

148、s the pure essence of the jazz age.Consumers have shown a continued interest in all things vintage and classic,often seeking nostalgia in products and experiences.The allure of Art Deco lies in its ability to transport consumers to a time known for its glamor and extravagance.Plus,it offers consumer

149、s a bit of escapism,something we all need when the world feels full of endless doom and gloom.Were seeing this come to life through brands like Ami Ami,Etota,Renais Gin,and Le Ruse Wine.Etotas packaging,for example,was designed by the The Company You Keep(TCYK)and exudes refinement.The curvature of

150、the glass bottles shoulders,the sleek silver cap,and the transparent glass all contribute to the Art Deco aesthetic.NOUVEAU DECO9191By Chloe Gordon92By emphasizing the vessels shape,designers can tap into the consumers subconscious even further.When the physical container of a packaging system leans

151、 into the same visuals as the label,even if its something as subtly lavish as the silhouette of a bottle,it adds a lasting impact.Merging 20s and 30s styles with contemporary elements creates fresh,compelling packaging systems.Combining bold geometric shapes and rich colors with modern design elemen

152、ts(think holographic foils and updated type systems)gives consumers their cravings for the past while balancing the visuals of modern times.So,while the aesthetic can be upbeat and playful,theres a feeling of approachability to the highly glamorous undertones.NOUVEAU DECO9393By Chloe Gordon9494 THER

153、ES LITTLE DOUBT THAT GENERATIVE AI WILL BE INTEGRAL TO MOST DESIGNERS TOOLKITS.BUT WHILE YOU TINKER AND ADJUST TO HAVING AI“ASSISTANTS,”REMEMBER THAT A HAND-CROCHETED BABY BLANKET FROM TIA CARMEN BEATS ANYTHING IN STOCK AT TARGET.My mother loves to crochet,as do a lot of other grandmas.Despite her a

154、rthritis,my ama works those hooks with a kind of fervor and precision that Ive only seen in elite gamers smashing keys and guiding mice in an intense match of Unreal Tournament.For my dear mother,crocheting is a pastime and a way to give the ones she loves unique and bespoke things.Theres something

155、special about a handcrafted,unique physical object,and it has an intangible value when someone devotes time and energy to conceptualizing,designing,and executing versus something ideated and mass-produced by machines in a factory.While companies like design software developer Adobe position AI tools

156、 like Firefly as an“assistant,”a quick perusal on social media shows that many non-creatives are letting the bots do all the work,save for a text prompt.At least for now,that low-effort AI-generated“art”is still apparent to even the untrained eye.However,AI will,as most technologies do,improve over

157、time.As we see more and more of AIs fingerprint in design,from completely machine-generated to simply an“assist,”the value placed on expertly handcrafted designs by humans will rise.What does this mean for brands?Simply put,you cant fake the human funk using AI.At least not yet.CRAFTCORE IN THE AGE

158、OF AI9696By Rudy Sanchez97Coca-Cola recently released its AI co-developed“Creations”flavor,“Y3000.”The Atlanta-based firm says it asked consumers what they thought the future tastes like,then shared those responses with the bots to help design the packaging and create the recipe.Visually,the final d

159、esign possesses an AI vibe,but its unclear how much of a human touch was involved.The bulbous shapes,distortion effects,and overall shininess feel like a highly evolved,perhaps overly optimistic,outlook of the future.Ultimately,the drink feels like it was created via committee with an AI chairperson

160、.What it doesnt feel or taste like is a soda crafted by folks devoted to visual design or soft drinks.As designers incorporate generative AI into digital design,it will become more evident whos leaning on the robots and whos taking the time to handcraft things like letterforms.Some of the most excit

161、ing packaging weve seen lately incorporate beautiful typography design that AI cant replicate just yet,like the labels for Matchbooks Amaro line,branding and packaging for Date Better,and plant-based artisanal NOT-cheese SriMu.Even some brand collaborations are taking up the craftcore mantle.To prom

162、ote Cheetos Mac n Cheese,the brand recently teamed up with fashion designer Coral Castillo to create a limited edition collection of macrame shoes and bags called“MACrame.”The project harkens back to personally designed and handcrafted work,like the crocheted pieces my mom spends hours making.Theres

163、 little doubt that generative AI will be integral to most designers toolkits.But while you tinker and adjust to having AI“assistants,”remember that a hand-crocheted baby blanket from Tia Carmen beats anything in stock at Target.When it comes to“boilerplate”design projects,like a social media post th

164、at has the lifespan of a fruit fly,you can probably give AI the wheel and just course correct and advise.But for the assets that matter,a personal touch remains essential and will be the most noticed and appreciated by consumers.At least for now.CRAFTCORE IN THE AGE OF AI9898By Rudy Sanchez9999 WHEN

165、 PACKAGING COMES SPLASHED SOLELY IN TYPOGRAPHY,IT OFFERS A STRIKING WAY TO COMMUNICATE A BRANDS IDENTITY,SIMPLIFY PRODUCT RECOGNITION,AND ENGAGE CONSUMERS EMOTIONALLY.THESE DESIGNS OFFER SIMPLICITY,VERSATILITY,AND TIMELESS APPEAL.101Yes,we love our fonts thick and juicy.But,theyre also stealing the

166、whole shower,package.As of late,more and more brands are leaning into removing food photography and buzzy graphics.Now,the letters are doing all the talking.Just look at Go Human,Eau de Yellow Pages,Ordinary Soda,Roast Umber,Bits,Blum,Cervezas Salvajes,Bruichladdich,WHINE,and Ghost Town Oats.When pa

167、ckaging comes splashed solely in typography,it offers a striking way to communicate a brands identity,simplify product recognition,and engage consumers emotionally.These designs offer simplicity,versatility,and timeless appeal.Dog food brand Wildpack,designed by Studio Drama,leaves behind the cliche

168、d pet food tropes.Think macro images of dog food,rustic illustrations of ingredients,and a two-toned color palette for each product that portrays a mighty shelf presence.Scraping away everything but the letters also lends itself to a design system focused on the critical elements of the product,whic

169、h,coincidentally,is perfect for a brand thats all about stripping back unnecessary ingredients and giving dogs the raw food they crave.Designed by Goods,Tekla relies on refined minimalism to create a memorable experience that visually showcases the brands dedication to sustainability.Teklas updated

170、packaging design removed 88%of the CO2e per packaging,and by just featuring the brands logo,the highly minimal presentation means more than it visually appears,creating a sizable impact.WHATS YOUR TYPE?102102By Chloe Gordon103104MATRAFOX studios packaging design for Hyper Six Skincare is an innovati

171、ve approach to scientific wellness.Drenched in a vibrant orange shell,the packaging gets balanced by a type-centered design.Pairing simplistic letterforms with a bold color can make a design feel outsized and demand attention on the shelf.Also,with Hyper Six,scarping away extraneous elements highlig

172、hts the gender-neutral aspects of the design.Amble Sheeps boxes,courtesy of Lowkey Design,also use dazzling colors paired with relaxed,lowercase sans-serif typography.It radiates a playful charm that coordinates beautifully with the coffee brand,setting Amble Sheep apart by presenting a rarely-seen

173、casual aesthetic in the coffee world.Meanwhile,Wedges Aupale comes packaged in a bottle that represents the brands value of balancing practicality and aesthetics,and the typography exudes smooth refinement and sharpness,visually representing the glacier water at the companys core.Trendy visuals and

174、graphics can lose relevance quickly,but well-executed type can maintain its appeal for decades,especially for brands looking to establish a lasting presence in the market.WHATS YOUR TYPE?105105By Chloe Gordon106107107 WERE STARTING TO SEE NEW BRANDS TWEAK THE REFILL PLAYBOOK AND ADDRESS CONVENIENCE

175、WHILE AVOIDING PLASTIC PACKAGING,MANY OPTING FOR ALUMINUM INSTEAD.109110Refillable systems are everywhere,whether its home cleansers,toiletries,or coffee.Theres an abundantly clear value propositionusing less packaging and refilling the same one creates less trash that can end up in the environment.

176、Since the refill product gets sold for multiple fills in bulk,consumers often save a little coin in the process.Still,many of these refill systems come packaged in plastic.Sure,they might utilize less plastic with a refill pouch,but it also defeats the purpose.Dont we want to use less single-use pla

177、stic?Were starting to see new brands tweak the refill playbook and address convenience while avoiding plastic packaging.Cleaning brand Puracy introduced the CANcel refill system,which includes dish soap,hand soap,and stain remover.The dispenser is still plastic but designed to work for years.Puracys

178、 refills,however,get packaged in aluminum cans,similar to soft drinks and beer.The refill process takes seconds;the consumer pops the can open,snaps it to the bottom of the pump,and twists the second piece of the dispenser to the pump.Whats more,the refills are easy to store,stock,and use.And,of cou

179、rse,you can easily recycle the aluminum.Unlike aluminum beverage cans,KANKANs refills resemble tinned food with a thin lid that pulls off with a tab.The dispenser goes over the can,and the two pieces are held together by tightening a knob on the side of the pump.Critically,brands are creating innova

180、tive and attractive dispensers,ditching those unwieldy refill pouches for aluminum and metal.REFILL SYSTEMS GET SMART111111By Rudy SanchezBesides home and beauty,coffee beans seem like a natural product for a refill system(and ridding ourselves of wasteful coffee bags).Given the prevalence of cafe o

181、utlets,it would be easy to offer an airtight metal can that keeps air,light,and moisture away from roasted beans,keeping them fresher.Peak State Coffee saw promise in compostable coffee bags until founder Danny Walsh discovered that his local service didnt accept these bags as compostable.Most compo

182、sters in the country didnt either.“I think metal,refillable cans will become more common,”Walsh said.“Illy was the first to use metal successfully.The ecological benefit over single-use plastic vs recyclable and refillable aluminum is apparent,but consumers will be warming up to the concept for a wh

183、ile.”“There have been successes in recyclable packaging,”Walsh adds.“I think its more that a coffee business hasnt justified the ecological benefit over the economic cost of aluminum up until now.Its encouraging to see brands rethink and improve refillable packaging systems,particularly concerning eliminating plastic pouches that provide a more flawed user experience.It remains to be seen if enough consumers will switch to refill,but with sustainability mission critical among the public,the outlook is at least optimistic.REFILL SYSTEMS GET SMART112112By Rudy Sanchez113