CreativebyDefinition is Winning CREATIVITY International Awards Silver Packaging Design, Transforming Vegetables into Perfect Architectural Shapes

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CreativebyDefinition reinvents the classical image of the can, creating a new innovating representation for Czech Company ATI's new line of vegetable cans.

The visual image of the packaging wants to convey one clear message: The vegetables inside the can are nature’s 3D models with perfect dimensions.

This packaging design already received the Silver Award from Creativity International Awards Packaging Design Category (http://creativityawards.com/?submission=packaging-design-ati-vegetable) and it will certainly capture customer imagination. It was selected silver winner from projects coming from 40 countries, 2 Canadian Provinces and 25 U.S. States.

CREATIVITY International Awards is an international competition that celebrates the best annual Print & Packaging Design. It was founded in 1970 by Don Barron, Editor of Art Direction Magazine (S.U.A) in order to reward the talented, “the lifeblood of this profession”. (http://creativityawards.com/)

The visual image of the packaging wants to convey one clear message: The vegetables inside the can are nature’s 3D models with perfect dimensions. The design is capturing that fresh, healthy, tasty character of the products inside, putting it in the spotlight. It is all centered and built around the tomatoes or the beans, letting them have a colorful, magnetic impact on the customer. The front of the label is concentrating on showing and measuring different views of the vegetable, exactly like in a well detailed architectural plan. An innovating characteristic of the design is the way the vegetables are portrayed using a vibrant mix of 3D modeling techniques with illustrations. The labels are using white canvas with one black stripe at the end – leaving the strong, vivid colors to be illustrated by the vegetables. The concept wants to introduce the tomato / bean to the public like a singular entity, making it “the unique fresh star of the show”. The product is a major elevation of a standard item from the same category and the packaging is designed to communicate that difference on the shelf, bringing a refreshing twist on the vegetable can market.

CreativeByDefinition represents the vision of an independent packaging designer & retail architect who’s always looking for an original perspective, helping each brand to stand out from the crowd.
contact(at)creativebydefinition.com
http://www.creativebydefinition.com/

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gabriela chelsoi
@creativebyd
since: 07/2015
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