The Third Dimension: a structural approach to packaging design

3D is hot. While the development of packaging used to focus primarily on graphic design, in recent years a redesign with no consideration given to structural design would be almost unthinkable. Nowadays 3D seems to be leading the way in design development. This article introduces a method developed by Claessens Product Consultants to relate product values to 3D form features. A case about Bols Vodka shows how a distinctive appearance can underline and reinforce the desired market positioning and also stay within the limits of acceptable design.