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Design is a small planet, often self-referential, with well-worn paths for
exposition, criticism and analysis. When we contemplated devoting an
issue to self-promotion, we were acutely aware of certain tropes. The
usual way of portraying self-promotion by designers would be to focus
on the projects they use to market themselves and their firms—the
postcards, the tchotchkes, the e-newsletters, etc. But we decided right
away this issue would not be about that stuff.
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This year's winning package designs. March/April 2008
DESIGN 100: Packaging
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78 TURNER DUCKWORTH
It’s difficult, sitting at my desk with a little cat called Hanne parked at
the edge of the laptop, to not open one these smoothly enticing cans of
cat food. Hanne is a New York City pound rescue. A can of “Tuna White
Meat with Tiger Shrimp in Gravy”—from Waitrose, the British chain
with a Royal Warrant to supply groceries to the Queen—would go a long
way in compensation for her time spent in a cage.
Creative director Bruce Duckworth has had an ongoing relationship
with Waitrose supermarkets for more than 15 years. They’re
on the upscale side, so should the Queen need cat food, she’ll
have elegant fare for the palace moggy. The design influence here,
Duckworth explains, is “the cute look of cats as they try to get the
food you’re putting out for them.” For him, simplicity and clarity
of message is all that matters. The size and shape of the little can
presented a challenge, but ultimately the can’s upside-down design
format was a breakthrough—and something that would make
sense to a cat. Pretty colors, pretty shape, hungry catface. “Interestingly,”
Duckworth tells me, “high-quality cat food is just as
suitable for human consumption!” by Romy Ashby
Turner Duckworth | Creative Directors: David Turner, Bruce Duckworth | Designer: Sam Lachlan | Photographer: Steve Hoskins |
Retoucher: Peter Ruane | Artworker: Reuben James | Client: Waitrose | Contact: www.turnerduckworth.co.uk
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