DOIY is a product design company that brings products to life. They use design to craft products with personality, or rather, a soul. They are a creative powerhouse created by founders Elodie and Jaime in Barcelona, circa 2008.
Their product line ranges from home accessories like bowls or rotating platters to wall art and unique lamp lighting fixtures.
Jaime and Elodie wanted a packaging and print design identity overhaul. They enlisted design agency Folch to tackle their ambition to revolutionize their new approach for the company.
The main problem for DOIY was their identity and communication. It was vastly outdated and did not fit their brand-new product line or approach with new materials like ceramics, wood, porcelain and metal. They needed to create a package for the primary destinations of DOIY products: High-end stores, design-focused retail stores and large business chains.
Folch Studio took a long look at DOIY's products and was drawn to Japanese culture. This was due to the details, accuracy of time-consuming product production, and playfulness that DOIY is known for. The result was a combination of letters that could spell out words on packages horizontally or vertically, on squared containers, or on animated and static ones too. This gave the packaging design an urban vibe with neon-themed characters.
What we witness is a transformation of a package design that reflects the brand’s maturity. The best packaging designs hint at the current state of the subject matter with relevant colors. Maturity is reflected through the urban red, blue and orange.
The biggest eureka moment for Folch was how vital great product photography is in today's increasing presence of social media. Folch enlisted set designer Raya Sader Bujana to craft a visual landscape to display the products.
The color palette used is sophisticated and posh. The DOIY product materials of ceramics, porcelain, wood and metal needed a prominent set design to capture these product images and display the creativity that DOIY products are known for.
Brilliant copywriting replaced old product labels and tell a story. The theme of the copywriting emerged around the question “What if monotone objects were brought to life?”
Copywriting engages user interaction because it speaks to them. The clever use of words are written as if spoken directly to the reader. Packaging comes in various forms from cylindrical containers to small open boxes. The focus here was to keep production costs down while retaining elegance and simplicity.
A hilarious Albert Einstein chip clip holds a post-it note with the most famous equation of all time. The photography here is astounding because it makes something so small as a chip clip so vast in scale and perspective. It makes this chip clip as big as the universe.
The best packaging designs implement new and creative shapes in the packaging and outstanding product imaging. The product images are the most vital asset in today's social media environment. Taking the time to incorporate copywriting will in package design will make the products speak directly to the reader and increase the chances of a product sale.
Folch proves that the best packaging design, even when the product is as small as a chip clip, can be as vast as the man that unlocked the secrets of the cosmos himself. E=mc2 is so famous because it is so simple.
So be simple. Less is more. Don’t take my word for it. Take Albert’s. Oh, and don’t forget to grab a bag of your favorite chips (Einstein not included) and head on over to the Trends and Insights where we provide awesome articles on the best designers, design career advice and helpful hints and tricks to help you get ahead in your design journey.
DOYI Branding is an urban packaging design in the Arts & Recreation industry.
