Our motto has always been “The Art of Packaging”, as we believe it captures our identity of a company that merges talent, beauty and customisation. We could state that the solutions we offer are like a brush or a palette for an artist, the link between an idea and its creation.
The attention paid to packaging has always been of vital importance, because each seller knows well that it would be impossible to separate a product from its “shell”. Buyers want to purchase products coming in a specific packaging, so before selling the contents it often becomes necessary to sell their packaging. And this is when art comes to life!
Packaging takes the form of a real artistic phenomenon. In some cases, always more unusual and weird shapes are designed, whereas some companies have always kept the same characteristics and shapes unvaried, leading a specific packaging to become an icon which is immediately recognised.
The most famous representative of Pop Art stated that “A coke is a coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All Cokes are the same and all Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.” Andy Warhol was maybe the first artist to create the philosophy of “packaging on canvas”, reproducing the famous can of Campbells’ Tomato Soup repeatedly in different colours and on different backgrounds, both closed and open. This repetitive display of the same pictures has got the aim of hitting us in a subliminal way, subconsciously activating an “identification” mechanism like an advertisement.
In the following years, many others have drawn inspiration from the world of packaging. With the advent of social media, artworks relating to packaging are much more in the forefront. A great example is the young American artist, Yung Jake, who came into the spotlight through internet exposure.
It goes without saying that each artist uses their work to communicate a message in an original way, and nowadays “re-using” seems to be a predominant trend. In this field, Japanese artist Haruki has created particularly extravagant kirigamis starting from the packaging of well-known products such as Pringles crisp tubes, turning them into a fun character with Julius Pringles’ face, symbol of the famous brand.
To conclude, throughout the history of packaging it is possible to see how contemporary society has changed and the influence packaging has had on the world of art.
Therefore, it is not a coincidence that the National Museum of Singapore has recently opened an exhibit called “Packaging Matters” on the history of local food packaging (open from 6th April to 15th September).
In the end, we couldn’t resist the temptation of being inspired by an art attack. However, unlike our predecessors, we weren’t inspired by packaging but by what generates it!