Design > Packaging Design
PROXIMITY CANADA, Toronto / MARSHALL FRIDGE COMPANY / 2013
Overview
Credits
BriefExplanation
The Marshall fridge was conceived of and designed by music fans. And it shows in its awesomeness. The box the fridge was supposed to come in, however, looked like any other fridge box – bad pictures of fruit and 2L soda bottles. And while the client needed the box to act as a sell sheet on sales floors, the team wanted the box to reflect the work that went into creating the fridge and the legend that inspired it. We didn’t just need packaging that said, “This is a fridge”. We needed packaging that said, “This is the Marshall Fridge”.
ClientBriefOrObjective
The Marshall fridge was conceived of and designed by music fans. And it shows in its awesomeness. The box the fridge was supposed to come in, however, looked like any other fridge box – bad pictures of fruit and 2L soda bottles. And while the client needed the box to act as a sell sheet on sales floors, the team wanted the box to reflect the work that went into creating the fridge and the legend that inspired it. We didn’t just need packaging that said, “This is a fridge”. We needed packaging that said, “This is the Marshall Fridge”.
Implementation
From the gritty texture, to one-colour printing, to the conveying of capacity “in practical terms”, this was a labour of love. We added the grit because, like any road case, the fridge would probably get a little wear and tear on tour. The capacity was presented as it was because we knew what this fridge was really going to be used for. And we were inspired by the Marshall brand and the music associated with it to create beautifully crafted, yet suitably rock & roll packaging.
Outcome
As shipping was repeatedly delayed, people started to wonder if this was just a scam. But when a picture of the shipping boxes was released on Facebook, skeptics started to realize their fridges were real – and awesome. And then we got a shout out from a genuine guitar god: A single tweet by Slash got us over 14 million impressions on Twitter and Facebook in 48 hours. Oh, and UPS lodged a formal complaint that our box is too cool – people were trying to steal it.
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