Übernuts in USA's Package Design Magazine
Cover story features the genuinely nuts packaging
Our most daring packaging project this year, Übernuts —created for our client Pangram—, caught the attention of the most important online magazines of the industry. The witty design went viral, received hundreds of tweets, likes and pins and caught the attention of the international community of designers. Most recently, the package made it into the Package Design Magazine from Cincinnati, USA.
While writing his cover story on the role of photography for Package Design Magazine, Dan Barczak, who is Creative Director at Hyperquake, a brand evolution agency in Cincinnati, stumbled upon Übernuts while it was featured at The Dieline. It was one of the design executions he needed for arguing the take of humor in packaging design.
Titled Photo Finish, Dan Barczak’s article discusses the way photography is elevating package design, how the use of photography can be engaging and differentiating and explains how brands are using on-pack photography to resonate with consumers. Übernuts is highlighted prominently in the article.
The proverbial one thousand words a photography is worth are instantaneously translated into the viewers language, making it the most direct way for brands to deliver messages across cultures. If this message aims to be a humorous one, photography performs equally well, whithout effort. The way Übernuts design travelled from Bucharest to Cincinnati and got recognized is a proof that it made its point no matter the geographical nor cultural distance.