食品包装设计欣赏Food packaging design

史密斯和+村推出标志性哈维尼克尔斯食品收藏

史密斯& +村推出了其大胆的时尚重新品牌哈维尼克尔斯食品收藏。新的自有品牌的外观把时尚的时代精神带回到食物，与收集捕捉时尚，不敬和独特的英国豪华百货商店哈维尼科尔斯。

哈维·尼科尔斯（Harvey Nichols）以标志性的黑白摄影闻名于世的自有品牌食品包装于1994年推出，至今未受任何影响。Smith&+Villam重新评估了该店超级时尚的消费者的需求，并交付了一套受时尚启发和引领的藏品，就像伦敦商店本身一样，通过将时尚语言置于这一大胆重塑品牌的核心，重新设计了食品供应。

从茶到饼干，每个品种都有自己的特色，但就像一个时尚收藏品，它由许多不同的元素组成，所以所有东西一起工作，但是看起来不一样。该系列由强烈的声音、豪华材料和结合了哈维·尼科尔斯“HN”字母的新图案组合而成。第一个范围的成功是显而易见的，已经出现在商店其他部分的触摸点。

哈维·尼科尔斯无所畏惧的态度和敏锐的智慧以一种不露声色的食物命名策略传达出来，其中加入了一些好玩又调皮的单行话，比如姜片面包的“Short and Ginger(但我仍然爱你)”和茶包的“Must-.Bags”。

“哈维·尼科尔斯的食品收藏品的原始身份抓住了上世纪90年代Ab Fab的魅力，”史密斯&+村总监理查德·村说。新的高级时尚身份对于今天超级时尚、高度视觉化、时尚前卫的食品消费者来说是绝对正确的，他们想在购物时得到乐趣。”

“物理包装的设计在这个项目中非常重要，”Debrah Smith说，他是Smith&+Villages的创意总监。首先，它们都不是一次性扔掉的，所以哈维·尼科尔斯品牌在产品完成后很久就存在于人们的厨房里。其次，它由时尚引领和启发，以吸引目标观众——拉出饼干包装，比一盒饼干更接近太阳镜盒；密封的罐头，使饼干保持更长的时间，颜色由唇膏色调和闪亮的、优雅的可再充装的茶罐头启发。

Smith&+Village Unveils Iconic Harvey Nichols Food Collection

Smith&+Village has unveiled its fearlessly stylish rebrand of the Harvey Nichols food collection. The new own-label look brings the zeitgeist of fashion back to food, with a collection that captures the stylish, irreverent and unique Britishness of luxury department store Harvey Nichols.

Harvey Nichols' own-label food packaging, famous for its iconic black and white photography, launched in 1994 and has stood untouched until now. Smith&+Village reassessed the desires of the store's uber-stylish consumers and delivered a collection as inspired and led by fashion as the London store itself, reinventing the food offering by putting the language of fashion at the heart of this daring rebrand.

Each individual range, from tea to biscuits, is given its own identity, but like a fashion collection, it is built up with lots of different elements, so that everything works together but does not look the same. The collection is unified by a strong tone of voice, luxury materials and a collection of newly crafted graphic patterns incorporating the Harvey Nichols 'HN' monogram. The success of the first range is evident with the patterns already appearing as touchpoints in other parts of the store.

The fearless attitude and razor sharp wit of Harvey Nichols is communicated in a tongue-in-cheek naming strategy for the food products, incorporating playful and mischievous one-liners such as 'Short and Ginger (But I Still Love You)' for ginger shortbread and 'Must-have Bags' for teabags.

"The original identity for the Harvey Nichols food collection captured the Ab Fab glamour of the 1990s," said Richard Village, Director, Smith&+Village. "The new high-fashion identity is absolutely right for today's super-stylish, highly visual, fashion-forward foodie consumer who wants to have fun when shopping the collection."

"The design of the physical packaging has been extremely important in this project," added Debrah Smith, Creative Director, Smith&+Villages. "For a start, none of it is throw-away, so the Harvey Nichols brand lives on in people's kitchens long after the product is finished. Secondly, it is led and inspired by fashion to delight the target audience - pull-out biscuit packaging that is closer to a sunglasses case than a pack of biscuits; airtight tins to keep biscuits fresh for longer with colours inspired by lipstick shades and shiny, elegant refillable tea tins."