you made the cut
Self-promotion: Ideation - Creation.
Form plays a vital part in creating an outstanding piece of packaging. Unfortunately, it’s often overlooked. We started think packaging to address this problem. It wasn't just the fame, money and hot chicks, we wanted to rub out sub-standard box templates and send shivers down the spines of blister packs everywhere. Designing more than just boxes, we use cardboard engineering to tailor the package to the product. As a packaging specialist, Think™ works with clients to deliver real solutions and create game-changing form.
After six years in the packaging game, we decided it was time to treat ourselves to a nice spot of re-branding, as well as indulge in some shameless self-promotion to celebrate. The idea was to create a limited edition gift sent out to a handpicked few - existing clients and potential new ones. Our new logo carries cues of a blade or a flick of paper that is left over when a mockup is made. So with this in mind, we decided to focus on the humble scalpel (the primary weapon of the cardboard engineer) with the intention of elevating it from a commonplace studio tool to something luxurious and exceptional.
The package starts off life as a sleek, understated cube, engaging interest and exploration. Upon lifting the lid, the precision mitred, hand-assembled walls effortlessly drop down exposing the knife, thrust into the base Excalibur-like. The scalpel's matte black chrome-plated handle and the blade's rose gold tint, further enhance the feeling of precision, beauty and craft. A message stresses the limited edition nature of the gift: “you made the cut”.
Cardboard engineering is about cutting, sampling and experimenting with form. The recipients are invited to take the knife out and use it. There are even four extra blades held on an insert, snug in the top of the lid, making sure that you always have a sharp blade to work with. They can be just like me!*
*Years of experience, hours of frustration, and band-aids not included
Rebrand: Marx Design | Photography: Duncan Innes
Retouching: Michael Currie | Copywriter: Gerald Phillips
Best Design Awards Winner 2016 - Silver (structural packaging)
Best Design Awards Winner 2016 - Silver self-promotion)
AGDA Design Awards 2016 - Judges Choice / Finalist (self-promotion)