Vendors line the halls of Fancy Food Fest

Concepts We Wish Were Real

by Elizabeth Freeman on 12/04/2015 | 13 Minute Read

Check out these amazing concepts and get in the minds of the designers who did them this Friday Morning!



Chocolate is never a bad idea, is it? Whether you’re feeling sad or happy, it’s the perfect treat when you’re craving something a little sweet and indulgent. Elena Chatzichristou found the inspiration for her thesis project through chocolate, having a little bite on an evening where she felt lost and nearly depressed. It instantly made her feel better, almost like taking a little bit of medicine.

“Instantly I started thinking about all those purposes that chocolate seems more than necessary. After a brief research I did, I discovered that the tribe of Aztecs used chocolate as a medicine. Nowadays, things are way different, but chocolates somehow remains a medicine, but it's more like a medicine for the soul. No matter what - break ups or birthdays - chocolate seems like the sole solution. The idea was simple. I would design the identity of the more-than-necessary chocolate for several purposes. Of course it would be nearly impossible to design something for every single purpose since they probably are way too many. Instead I focused on 6 of them including both emotions and situations. Thus I created 2 taglines for the brand, the corporate ‘The Science of Chocolate’ and the ‘All Purpose Chocolates.’”

Chocolab is chocolate for any occasion, from bad news to birthdays. Matte black packaging allows the bright and bold Pantone colors to stand out, and each one has a clever dotted design that goes with it. Chocolab offers bars of chocolate that can be personalized to a specific person and also bags of cocoa powder for hot cocoa, indicating how many cups per day to have.

“Design-wise I wanted to create something original and innovative for this kind of product. The identity should apply to both packaging and corporate identity applications as well, making the brand distinct with a clear but strong visual identity. Having as a base the laboratory concept of the shop, I wanted to embody this on the entire identity. So, my idea was to rely on the atoms, and their movements and formations within a grid, in order to illustrate each purpose. Each product would also have its own Pantone color in order to be distinguished easily from the others. The fact that these products (flavored cocoa powder & chocolate bars) would not be sold in supermarkets, but only from the shop allowed a more experimental and designer-friendly approach.”

Designed by Elena Chatzichristou

Country: Greece

City: Athens



Alexandra Geller

In 2013, the Oxford word of the year was “selfie,” which certainly made sense but I think also made everyone a little sad for our society in general. Are we so vain that taking pictures of ourselves had become a phenomenon requiring its own terminology? Luckily, the students at University of Wisconsin-Stout decided to reclaim the word “selfie,” encouraging users to look beyond themselves and include others and their surroundings in their photos again. 

“The US-ie was created to re-image the selfie stick and make the packaging re-usable as a carrier. When users take a ‘selfie’ it refers to taking a photo of just themselves. The US-ie refers to a community term that means to take a photo of ‘us.’ We encourage our users to explore and take photos with a group of friends, family, landmarks, and any awesome adventure they encounter.”

The US-ie makes steadying your camera to take amazing photos and videos easier, and the packaging reminds buyers that there is a world of things to record that aren’t themselves. Some are packaged with specific cities in mind, like Chicago and Minneapolis, while others are packaged simply to inspire the buyer to explore. A sans serif font looks modern and updated, while the graphics have a bit of a retro and almost nostalgic vibe. Playful illustrations instill a sense a wonder and excitement to discover new things and to look at the world with fresh eyes.

Designed by University of Wisconsin-Stout

Country: United States




Lots of juices that you can buy in the store aren’t just juice—they’ve got added sugar and other flavors. Organic, all natural fresh juices are not only better for you, but taste better by far with the pure flavor of each fruit or vegetable. Nikita Ivanov concept for SINGULAR Fresh Juice that has a brand and package design just as simple as the product.

Each bottle of SINGULAR is small and clear, allowing the beautiful hues of the juices to be the first thing that buyers notice. Each label has a few holes in it, adding color into the white, black, and blue and also demonstrating the beauty in each drink’s individuality and imperfections. A stamp of the fruit ingredient appears on the front of the label, created from the fruit itself, further emphasizing the raw and unique quality each bottle of SINGULAR has.

Designed by Nikita Ivanov

Country: Russia

City: Moscow




Roasted almond and rosemary honey. Cranberry and pistachio. Roasted hazelnut and orange blossom honey. Whether or not you consider yourself a fan of nougat, the chewy whipped confection often found in candy bars and other sweets, there’s no denying that Nougâteau certainly sounds delicious.

“A series of 3 packaging designs conceived in response to the design brief, Love at First Sight, a story of seduction between the product and the user. Nougâteau is a premium confectionery product that aims to charm their customers through their whimsical and architecturally inspired designs. Removing it from its traditional modes of presentation, the design outcome explores a distinctive way of storytelling in order to create a thoughtful and charming experience for its nougat loving consumers.”

Designed by Joy Li, Nougâteau takes cues from a few choice cities in Spain, Italy, and France. The architectural-inspired packaging is designed with the same illustration style but Li uses different sizes and shapes to let them act either separately or as a unit. Clever openings in the buildings, like windows, let buyers take a peek at the delicious nougat. The packaging gives consumers the feeling that they’re walking down an old street in one of the countries, adding to the premium quality of Nougâteau. 

Designed by Joy Li

Country: Australia

City: Sydney




It’s nice to know that the ingredients that go into your food are given the utmost care, and such is the case with the flour from Stöpafors Kvarn. The miller behind the flour is there from the beginning to the end, ensuring the best quality which you can then taste, whether it’s in pizza dough or porridge. Marie AnderssonMalin Bragby, and Sebastian Edman revamped Stöpafors Kvarn, giving it a new identity and packaging that emphasizes the mill’s history and Swedish roots as well as the dedication to creating the best product possible.

“Stöpafors Kvarn, a mill based in the deep forests of Värmland, Sweden, is making flour made of roasted oats (skrädmjöl in Swedish). The mill is almost a hundred years old and the miller William Olsson achieve the high quality of the meal by tasting, smelling and feeling it during the whole manufacturing process. It’s handcrafted, small-scaled and made with a deep passion and knowledge. 

By finding the essence behind Stöpafors Kvarn, we created a concept with new storytelling, visual identity, packaging, website, photographies and a film that highlights the brand and give it a whole new feeling, reaching a broader audience. It all started as a student project at Brobygrafiska, Sweden, but the miller liked the concept so much that the new package is now available in stores all over Sweden and parts of Norway. The website, with inspiring recipes, a film that shows a day in the mill and a story behind the production, is also up and running.”

Designed by Marie AnderssonMalin BragbySebastian Edman

Country: Sweden




Using a lush forest as the setting and inspiration, JUNGLE is a delightful concept for a café that offers coffee, cake, and more. Designed by Sara Dornieden, JUNGLE uses the very location where many coffee beans are sourced as inspiration for its identity and packaging.

“JUNGLE is a place of coffee pleasure and food culture.The café’s menu ranges from exceptional coffee beverages to cakes with incredibly tropical toppings and culminates in the one and only ‘King of the Jungle Sandwich,’ created to serve the needs of only the hungriest apes in the forest. For howler monkeys, mainly being active in the morning, of course all of our excellent drinks and dishes are available for takeaway.

Whether it is before, during or after work – JUNGLE is exactly the right place to escape the noisy hustle and bustle of the city in order to refuel one‘s engines. The design system is composed of various illustrations, depicting a rich jungle flora. The illustrations are variably merged into collages on all different applications. Further design elements are arrows and icons, which are taken from the wordmark. Each letter of the logo is made up of an arrow, forming the shape of the respective letter ending in a circle.”

Splashes of bright orange give life to the packaging and promotional materials, standing out amongst the leaves. JUNGLE has a forest theme but the rich gradient of greens avoids looking too cartoonish or childish. Just like a jungle, the café has an energy and feels full of life, evident from the selection of offerings. JUNGLE sells cack expeditions and sandwich safaris, giving patrons a sense that they’re having a more adventurous meal than what a regular café might offer.

Designed by Sara Dornieden

Country: Germany

City: München

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