CELEBRATING AUTHENTIC CURIOSITY,   INSIDE & OUTSIDE OF THE TIN        Initial thoughts to build upon…
ObjectiveUse the aperture of popular culture to approximate Altoids’ relevancy , inspiringus to translate the human and co...
Inspiration             Good design makes a product useful. The product is             bought in order to be used. It must...
An Altoid experience is engineered like  nothing else. At once, it’s visceral,  practical and emotional. It would  unfair ...
Universal understanding leads to Iconography
Strength matters…                    …efficacy is Reason to Believe
Deconstructing the Essence of Altoids                                 Equity: Curious, Strong, Original, Celebrated       ...
e parts of the Altoids equation are greater than its sum.
LEGEND
CELEBRATEDartistic                                                  industrial           EXPRESSIONISM   Post-consumer use...
Disposable: Out of sight, Out of mind
Metal signifies strength, durability, powerItems protected in tin have a special intrigue all their own: what is so preciou...
e pill box has long been a part of human civilization…             …pills are to mints as healing is to social graces
PORTABILITY
What’s really inside of the tin?
Personalization & Customization
What about the paper?
Altoids & the Creative Community
Advocates of Altoids
IdeasPackaging   – Waterproof   – Lockable/coded   – Skins - ipod- leather, pvc, denim, lenticular   – Colors; the illusio...
Deconstructing Altoids
Deconstructing Altoids
Deconstructing Altoids
Deconstructing Altoids
Deconstructing Altoids
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Deconstructing Altoids

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Examining the product and brand experience

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Deconstructing Altoids

  1. 1. CELEBRATING AUTHENTIC CURIOSITY, INSIDE & OUTSIDE OF THE TIN Initial thoughts to build upon…
  2. 2. ObjectiveUse the aperture of popular culture to approximate Altoids’ relevancy , inspiringus to translate the human and cognitive relationship with the product and brand.
  3. 3. Inspiration Good design makes a product useful. The product is bought in order to be used. It must serve a defined purpose - in both primary and additional functions. The most important task of design is to optimize the utility of a product.Dieter RamsRet. Director of Design, Braun
  4. 4. An Altoid experience is engineered like nothing else. At once, it’s visceral, practical and emotional. It would unfair to compare “it” to another mint.
  5. 5. Universal understanding leads to Iconography
  6. 6. Strength matters… …efficacy is Reason to Believe
  7. 7. Deconstructing the Essence of Altoids Equity: Curious, Strong, Original, Celebrated 1995 2008 Archetype: e Curiously Strong Archetype: An S&M TripProposition: “Boldly seeking new experiences” Proposition: “Obviously fucking with your head”
  8. 8. e parts of the Altoids equation are greater than its sum.
  9. 9. LEGEND
  10. 10. CELEBRATEDartistic industrial EXPRESSIONISM Post-consumer use of tin DESIGN
  11. 11. Disposable: Out of sight, Out of mind
  12. 12. Metal signifies strength, durability, powerItems protected in tin have a special intrigue all their own: what is so precious that it needs a metal container? Isthe exterior as precious as its interior? What’s inside? How do you open it?From perfectly made lunches, frozen tv dinners, Grandma’s fruit cake to aroma-fresh coffee grounds, the tinprotector as just as important as the cargo they contain.Tin is special, especially when used to package. ere is an ironic duality in its presentation: protected butaccessible, adorned yet secured; a highly functional utility whose cultural significance is contained…
  13. 13. e pill box has long been a part of human civilization… …pills are to mints as healing is to social graces
  14. 14. PORTABILITY
  15. 15. What’s really inside of the tin?
  16. 16. Personalization & Customization
  17. 17. What about the paper?
  18. 18. Altoids & the Creative Community
  19. 19. Advocates of Altoids
  20. 20. IdeasPackaging – Waterproof – Lockable/coded – Skins - ipod- leather, pvc, denim, lenticular – Colors; the illusion of different shape/form/silhouette – Altoids /Red-Black - LTO of the coolest hippest Altoids, no new flavor, just shinny, shinny, like ipod shinny, casing…higher margin/price - glossy packaging – Designer/LTO collection – Materials: titanium, s/s, kryptonite, wood, nickel, etc, tiles - mosaic – Digital screen - like mobile interface: LCD - date, time, name - No buttons – Two-sided/flip flop - eg…Complex mag - Jeager Lecoultre Reverso - one hinge – Mandatories: inside is sacred and functionality is
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