Hourglass Packaging Design
"The Magic Timer"
By: Alex Teats
The purpose of my packaging design is to not only protect the object itself, but to create an experience for the consumers that emulates the idea of “time”. I noticed a consistent theme of cuboid hourglass packaging and decided to create a new dieline which features the object’s exterior surface. I began with creating windows on the front and back of the package that reimagine the true shape of the object––suggesting a rounder shape than the rectangular object itself. I also created slight bends to the sides of the package, allowing consumers to easily hold and admire the package as a whole. I then decided to use a “mailer-box” dieline that allows more creative potential for the packaging design, creating an overall experience and brand identity. The inspiration for the package designs came from the trending “PR packages”. When a new product launches, many companies send out these mailer-boxes that visually represent the feeling and potential attached to the product. It forces the consumer to spend more “time” unboxing and exploring the product.
The visual design is intended to portray a story of how the hourglass can be reimagined. An hourglass is typically known as a device for measuring time––often used in a professional or work setting. It keeps people on track and improves their efficiency. I chose to visually demonstrate how an hourglass can be used to challenge people; A challenge to spend 15 minutes trying something “good for the soul”. I focused on implementing a combination of typefaces that makes the brand feel futuristic and intriguing. I took inspiration from retro packaging in the 50’s as they often packed many different typeface styles to make products “pop.” There are a few phrases I incorporated throughout the package that appear as though they’re directly speaking to the consumer. I surrounded the exterior packaging in a warm gradient background to capture the essence of magic in “The Magic Timer”. To contrast the vibrant gradient background, I implemented a dark charcoal throughout the package. I felt this balance between the colors and shades of gray guided the viewers eyes to the object itself which is white. The goal of this design is to challenge consumers in their use of time and prove how this hourglass can positively impact their everyday lives.
