ONE WEEK ABOUT Packaging
Introducing curator VBAT
VBAT was established 33 years ago in Amsterdam, with Eugene Bay as one of its founding members. Following successful partnerships with global brands such as Heineken, ING bank and FrieslandCampina, entering the international market became the logical next step. Branching into Central America, VBAT was the team behind the new look of Mexican beer brand Sol. With an office in Mexico City, as a hub for the LATAM region, VBAT now provides a singular international offering.
Last year, VBAT merged with dBOD (formerly du Bois Ording Design), a full-service packaging design agency. The new combination offers a stronger range of branding and design skills with a broader geographic coverage.
VBAT’s Creative Director Graham Sturt on design trends in the field of packaging: “Generally speaking I think there could be two big trends coming through: ‘beautifully crafted’ and ‘authenticity’. By ‘beautifully crafted’ I mean packaging that seduces the consumer with its ornate detailing – either with or without a powerful brand story attached. Secondly the trend of seeking authenticity and having a real brand story to tell will continue.”
These trends originate from the necessity (or demand) for brands to provide clarity and a genuine sense of reality in an ever more complex and overloaded world. Graham Sturt: “Fortunately amongst all the clutter and visual noise, genuine beauty is being appreciated again – to feel that time and quality is spent on a packaging project. A good example being the creation of bespoke physical packaging forms rather than off-the-shelf solutions.”
In One Week About Packaging, we present packaging design made in the Netherlands. We do this in cooperation with BNO NEXTpack, which represents the main Dutch packaging design agencies and has been set up in order to stimulate young talent and bring packaging design to a higher level.