box vox

Coca-Cola Light(s)

On left: Helmut Smits’s “Coca-Cola Light” 2006 (tin packaging, tin lids, wire end, light socket, electrics, lamp shade) Photo by Rick Messemaker; on right the “limited edition” Coke Light bottle by Rosella Jardini for Moschino

After mentioning that Helmut Smits would probably not be invited to do a “limited edition” designer bottle, I noticed that he had already kind of done that. To the seemingly endless supply of “limited edition” designer Coke Light bottles, he has added “Coca-Cola Light”—a soda can, made into a lamp. (above, left)

Determined to limit myself to just one example of the “limited edition” designer series, I’ve chosen this overflowing design (on right) by Rosella Jardini for Moschino. One of eight Italian female fashion designers who designed Coke Light bootles to be auctioned at the “Tribute to Fashion Show” in Milian. (Proceeds were to benefit the victims of the earthquake in Abruzzo.)

In photography a “light spill” is something that photographers usually aim to avoid. In packaging, a depiction of a product—even a “light” product—spilling down the sides of a package is an interesting mixed blessing. Food may ooze and drip in a sensuous manner, but how appealing is a sticky package? (See: Parsing Drips & Droplets)

Regarding the double meaning of “light” — Coca-Cola is not unaware of this pun. Check out their 2010 Winter Olympics promotional bottles...

(Another video, after the fold...)

5 Types of Animated Package

(Animating the inanimate objects, we call “packages”)

War may no longer be the popular business metaphor that it once was, but, in this area, there has been something of an arms race. Some of which, we’ve touched on before. (See: Lenticular Packaging; see also: Electroluminescent)

Here now, is a round-up of various ways and directions that packaging is moving.

1. Animated Holographic Labels
3D Photos, made with laser beams, even static holograms imply movement since your view of the 3D image changes as you move around. The “Splitting Adam” CD—(designed by Canadian firm, Rethink Communications)—however, is an animated hologram, in that changing the angle reveals a morphing transformation from lamb to human to gorilla. (via: Lovely Package)

2. Lenticular Lenses
Basically the same technology that was once used in those Cracker Jacks prizes—(that you’re probably too young to remember)—only much improved. The “Changing Lanes” wine label above—(designed by Australian firm, Mash)—uses a lenticular label—also to morph between the faces of wine-makers, Mark Lane & Justin Lane. (via: PopSop)

3. Electroluminescent Labels
Unlike holograms and lenticular labels, electroluminescent packaging requires a power source—built-in or otherwise. The “I AM Legend” DVD image (above) is a sample of a new type of printable electroluminescent technology:

Lumoza’s technology for screen printed electronics combines electroluminescent ink with a driver that controls the sequence and timing of the animation. The result is an electroluminescent computer animation that can be printed, just like ink, on all kind of surfaces, for example on a thin plastic foil. And afterwards, folded, rolled up, bended or wrapped...

With its light-emitting screen, Lumoza aims at applications in the advertising and packaging market. The screen comes with a driver chip that also stores the animation data and is typically powered by a micro-battery, depending on the size of the installation. In order to save valuable battery energy, the chip contains a capacitive switch that activates the display when a prospective customer is approaching and deactivates it when he is moving on.

Best in Packaging

(Two more types of animated package, after the fold...)

Electroluminescent Packaging Patent

While having an impact on the packaging of pricier commodities (like liquor), electroluminescent film was originally envisioned of as a way of gaining attention for lower cost products. (like Cheetos snack foods)

From Anthony Robert Knoerzer & Garrett William Kohl’s 2003 patent for “Electroluminescent Flexible Film for Product Packaging”:

The present invention relates to electroluminescent flexible films incorporated into food or other product packaging...

... illuminated containers are more likely to grab the viewer’s attention than non-illuminated containers. Illuminating decorative designs helps emphasize illuminated parts, much like underlining helps emphasize marked text...

Because the film includes multiple light-transmitting layers that can be programmed to turned on and off in sequence, animated effects are possible. One startling application envisioned by the inventors: the possibility of creating a larger display spanning an array of packages.

(More illustrations and some display features of the patent claim, after the fold...)

Electroluminescent Liquor Packaging

Upper left: Ballantine’s new electroluminescent label for blended scotch whisky; on right: TyKu’s sake bottle with LED light source; lower left: J&B’s “Mix Light” bottle.

Ballantine’s new “Listen to Your Beat” campaign includes an electroluminescent label with graphic equalizer display. Designed by London-based “The Core,” this label is more evidence of a trend towards animated, self-illuminating liquor labels. Similar to these battery-powered T-shirts, audio references seem to occur frequently in youth-oriented liquor packaging. (The J&B bottle above is another example.)

Battery powered, self-illuminating containers we’ve seen before—(See: NXT on the dieline and this article on Electroluminescent Technology from Packaging Digest)—but it seems to be gaining a particular foothold in the category of liquor packaging.

(One more photo and several videos of electroluminescent labels in action, after the fold...)