What can we say about 2016 and this era of turmoil; well it was emotionally gut-wrenching from a political and foreign diplomacy perspective for most, yet how has it influenced and translated into fast moving tangible artefacts in 2016 and how will it impact the design of packaging in 2017.
If 2015 was about big ideas, humour and excessive detailing, 2016 and as we move into 2017 has been about going back to our roots, the emergence of all things hands and craft, the refinement of what's valuable. Work that can be easily digested and believable. The first three selected pieces of work above highlight this more than ever; Design Bridge - Guinness, JKR - Domino's Pizza and Taxi Studio - Polo. At first glance, these selected works might appear very evident and obvious solutions, but a closer look and an appreciation for the magnitude of these iconic brands, you start to realise this is about crafted refinement during difficult times for all. A true example of brands helping consumers to ignore everyday life, social media and political clutter. These are examples of authentic products that have been refreshed to aid easier thinking, calmness and reason to start trusting again.
As always we would like to take this opportunity to say a big thank you to all the agencies, designers, contributors, advertisers, editors and of course you the readers. Wishing you all a prosperous year ahead, best wishes from the World Packaging Design Society team.