High Tension - Episode 1

Glamour in business used to be simple. Deals were sealed over a multi-course lunch, with fine wine flowing, and by dessert, the name, logo, and marketing strategy were done. That’s it. Today, that ritual has ballooned into a billion-dollar industry.

The world of packaging is like smoke: if done wrong, it stings your eyes; if done right, it fades—but the scent lingers. Packaging isn’t just an afterthought. For tangible products, it’s the crossroads where consumer psychology, sustainability, supply chains, and creative business collide.

But enough of the buildup. Let’s cut the fluff and give you something real to chew on.

Piper Heidsieck and Victor & Rolf

They didn’t design a new package, add prints, stickers, or even change the bottle. They just turned the damn thing upside down. Simple, but brilliant. By flipping the product on the shelf, they created tension, drew attention, and stood out—all with what they already had. No waste, no new prints, no new strategy, as simple as old days.

This is just the beginning. Packaging and branding are about to get a whole lot more intense, so hold on tight. These posts may be short, but the impact will hit hard.

References

EasyFairs. (n.d.). Pentawards The:Portal - The Winners. Pentawards.com. https://pentawards.com/directory/en/page/the-winners

Wiedemann, J., Jean Jacques Evrard, & Evrard, B. (2010). The package design book Pentawards ; [from the winners of the pentawards package design prize]. [1]. Köln Taschen.