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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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STEP Design 100 Annual 2007: Packaging (cont'd) |
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69 URBAN INFLUENCE
“I believe in impactful projects rooted in design,” explains Henry Yiu,
a partner in UrbanINFLUENCE, a small branding agency in Seattle.
Yiu’s philosophy is apparent in the bold, retro-styled labels of new packaging
for Parker’s Peanuts. These are not your ordinary ballpark peanuts,
nor are their wrappers. Elevated and sophisticated, intended for high-end
boutiques and stores, the product’s package commands shelf presence
with its crisp lettering, fine detailing and modern take on vintage colors.
According to Yiu, Parker’s Peanuts don’t just look good but are
a highly addictive, handcrafted snack. For each peanut product,
Yiu incorporated bold colors and patterns to reflect the unique
essence of individual flavorings. A small military fighter plane centered
on every label is an homage to the founder of Parker’s Peanuts
—Colonel Parker, mais oui—and a reflection of Yiu’s interest
in designing objects with a deeper story to tell. The swank, gourmet-
enticing packaging has increased demand for Parker’s Peanuts
and succeeded in setting the bar higher for its many peanut competitors
in Virginia. by Rebecca Williams
UrbanINFLUENCE Design Studio | Art Director: Henry Yiu | Designer: Henry Yiu | Illustrator: Henry Yiu
copywriter: Krista Richardson | Client: Parker’s Peanuts | Contact: www.urbaninfluence.com
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