Deconstructing Altoids
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Deconstructing Altoids

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Examining the product and brand experience

Examining the product and brand experience

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Deconstructing Altoids Deconstructing Altoids Presentation Transcript

  • 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 cognitive relationship with the product and brand.
  • 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
  • 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.
  • Universal understanding leads to Iconography
  • Strength matters… …efficacy is Reason to Believe
  • 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”
  • e parts of the Altoids equation are greater than its sum.
  • LEGEND
  • CELEBRATEDartistic industrial EXPRESSIONISM Post-consumer use of tin DESIGN
  • 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 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…
  • 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 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