Three packaging examples that that changed the industry

Three packaging examples that that changed the industry

In today’s article, we bring you three packaging examples that are indelibly engraved on our minds and, for sure, you can instantly recognise. Can you guess what they all have in common? We certainly see clear similarities and believe there is something they all share. Keep reading to find out. Let’s get started!


Absolut Vodka

Timeless packaging Gunnar Broman, founder of the legendary advertising agency Carlsson & Broman, was the marketer who came up with the sleek design concept for Absolut’s bottle and had the ground-breaking idea of modelling the design after a pharmacy bottle. This transparent design was perfect because the see-through bottle with its unusual shape drew the viewer’s attention to its content and, what’s more, it made sense since vodka used to be sold at pharmacies as medicine in the 16th and 17th centuries. In addition, to get it to stand out even more from its competitors, at first the bottle had no label and was only branded with the product name on top, directly engraved on the bottle, and the detail of a portrait of L.O. Smith, its creator, in the form of a silver seal. However, not until Andy Warhol decided to paint the bottle in 1985, did the packaging become widely recognisable and achieve world-wide fame and its iconic status. Soon, numerous other artists followed Warhol and collaborated with Absolut by facing the challenge of reinterpreting its bottle, which started a completely new niche in advertising and showed combining marketing and art was possible.




The story of this iconic packaging is nothing short of curious and there is still some dispute over the real inspiration behind its creation. Toblerone and its packaging were developed in 1908 by Theodor Tobler and cousin Emil Baumann, and some of the theories surrounding their invention are as follows: It’s widely assumed that the shape of the bar was modelled after the Matterhorn, in the Swiss Alps, while an alternate version supports that Theodor Tobler based off the packaging on the choreography of some dancers at the Folies Bergère in Paris, who formed a human triangle during a cabaret performance he witnessed. Finally, there is also a far-fetched theory that seems to find Masonic symbolism in the design. However, one thing is certain, no matter the reference point, both this chocolate bar and its pack are well-deserving of iconic packaging status.

Lucky Strike

This renowned tobacco brand got its name from the gold rush, which was very topical at the time. It references the fact that only about four gold miners in a thousand were lucky enough to strike gold, which intended to present the product as a top-quality blend. Industrial designer Raymond Loewy was responsible for the brand’s most iconic packaging. Loewy redesigned the logo and changed the background from green to white, to cut printing costs and modernise the label, while increasing the appeal of the package among a new and very coveted target market: women.



What are other iconic packaging examples you think should be on this list? Please, let us know in the comments!


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