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Kiwi diagonal design tops Dieline packaging list

Kiwi diagonal design tops Dieline packaging list
A crafty piece of packaging by Designworks has topped the ‘Latest Top 10 Package Designs’ list of influential packaging design website The Dieline. The recent rebrand of the Hellers meat range (read story HERE) also snuck into the list at number nine.

A crafty piece of packaging by Designworks has topped the ‘Latest Top 10 Package Designs’ list of influential packaging design website The Dieline. The recent rebrand of the Hellers meat range (read story HERE) also snuck into the list at number nine. 

The accolade comes in recognition of Designworks packaging for Zealong—the first ever Oolong tea to be grown outside Asia and in New Zealand. 

When the Taiwanese owner of Zealong, Tze Che, visited New Zealand over a decade ago, he saw that the Waikato region contained the perfect growing conditions for Oolong. He also recognised New Zealand’s clean, green environment would make a unique selling point for Asian markets. 

With the tea finally ready for export, Designworks got on board and created the name, branding and packaging concept for Zealong, 

“Our idea centred on the blend of tradition with the youngest country on earth,” says Paul Johnson, design leader with Designworks. 

"Alongside this, the company needed a unique name that would work in both Asia and New Zealand, with a luxurious identity and packaging design that would appeal to a new, younger generation of cash-rich Asian consumers.” 

Johnson says the name Zealong is an obvious fusion of country of origin and product. The ‘Z’ in the name is echoed in the packaging concept—a rich black gift box that opens on the diagonal to reveal a bright, fresh and contemporary interior reflecting a new attitude and the pure green source. 

The Z concept carries through to tins held inside the box and the wider collateral where black on black (New Zealand's national colour) patterns strengthen the luxury cue, with hints of bright fresh green representing the product's contemporary attitude and pure green source. 

Another very cool contender on the list, coming in at number eight, is ‘Crumpled City’ from Milan-based industrial designer Emanuele Pizzolorusso. What are they? Waterproof maps you can scrunch up and put into a handy pouch.