Package Design - May 2015 - 56

The final case for the Rockwell 6S can
get dropped, scratched and dented, and
only looks better for the wear and tear.

high-end, improved shave, but also are men
looking for a rugged tool in their washroom,"
Everard says. "Keeping our product and packaging in line with this customer feedback has been
extremely important to us."

▲ Rugged Luxury goods can
withstand varying climates,
rough conditions and look
better for it. The Rockwell 6S
Razor is packaged in a tin
case, whose look only
improves with wear and tear.
Rugged luxury brands run the
gamut and dwell within
many categories-from food
to fashion to technology and
the automotive industry.
▶ Recognizing that two
generations of consumers,
Millennials and Generation X,
grew up drinking beverages
from pouches, Bonfire wines
were designed to deliver that
same convenience and
portability to their active
lives. The wine pouches
enable consumers to enjoy
the finer things in life safely, in
rugged settings such as
around a fire when camping
or on a sailboard that's
rocking from side to side.

56

MAY 2015

TAKING LUXURY ON THE ROAD
Eric Steigelman, founder of Bonfire Wines, positions his brand as high-end wine offered in rugged practical packaging, with soft sleek pouches
perfect to pack in weekend getaway totes to
enjoy no matter where the location or
circumstance.
"We took a 30,000-foot view of the wine category and analyzed price points and label designs
and who these lines were being targeted to; an
overall assessment of materials and designs
used," he says. "We wanted to understand where
there was an opportunity for value add." An analysis of consumers showed Millennial consumers
are more open to forms of wine packaging other
than a bottle and different wine drinking experiences. "We are open to new and exciting and
innovative things," Steigelman says.
By packaging his wines in flexible pouches,
Steigelman is enabling Millennial and Generation X consumers to enjoy the premium varietals in a variety of settings, such as around a
campfire, on a boat, and many other outdoor
settings.
HANDCRAFT LENDS
IMPERFECT APPEAL
The rugged luxury trend is also loosely tethered
to the artisanal movement on some level; things
that look handmade or handcrafted or authentically imperfect appeal to consumers who shun
cookie-cutter, mass-commodity driven goods

and seek brands that offer something out of the
norm.
Scott Jost, VP of innovation and design at
Studio One Eleven, part of Berlin Packaging,
Chicago, Ill., says when he thinks of rugged luxury, he thinks of kraft paper and the more natural materials being utilized in designs.
"When we think about rugged luxury prod-

ucts, people want things that are pure and understand where ingredients come from and anything
that you can do to build on that such as using natural materials will go a long way to building a
brand," he says. "At the beginning of 2014, you
started to see reverse corrugate with exposed cor-



Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
Package Design - May 2015 - 75
Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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