I find the most effective packing and branding to be simple, straight-forward imagery and typefaces. Similarly, in industrial design and engineering, it is the elegant solution that is often the best option. The work of Vancouver's TACN Studio (a.k.a. Talia Cohen) lives up to that maxim. The one-line, one-circle whales on the Jonah Whale Vodka are so effortless and graceful that they almost disappear into the vodka itself, yet are distinct enough an image to identify the product as a stand-out one.
Using various shades of brown to denote the attributes of the coffee blends is, once again, so straight-forward that there really is no other, better option. The branding for the Killer Russian Vodka, however, is much more bold and suggestive with its presence, but does not seem frivolous.
Dave Seliger is a Postgrad Fellow in Logistics and Ext Affairs at the NYC Office of Emergency Management. He has extensive experience helping firefighters, police officers, and disaster responders improve their services through design.