Interview about Secret Tarts Cannabis Infused Pills, winner of the A' Packaging Design Award 2020
The Secret Tarps packaging is made in the so-called modernized retro/vintage style with a feeling of old-school notes so a master-pharmacist touch anticipation holds the customer from a first glance and later while the detailed observation of principal design elements coded into a holistic structure transferring the main marketing point: this product is developed by a pharmacist craft-professional company and contains hand-made pharmacist secret recipe inside.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsAny Art that exists in the World belongs to Almighty God! He Is the Creator! We are thankful to Almighty God that He Made a Gift for us by Providing this beautiful design so we can share it with others.
The regulators focus primarily on ensuring that mandatory elements are present and easily readable, which is absolutely essential for consumer safety and compliance. We always prioritize meeting these requirements. However, we also believe that design can play a powerful role in shaping consumer perception and building brand loyalty. While we certainly appreciate modern design for its clean, minimalist aesthetic and its relevance to today’s market, we also have a passion for retro aesthetics. We believe that incorporating a retro style adds a unique charm and fosters a sense of trust, evoking the legacy of traditional products with rich histories. It tells a story of craftsmanship, heritage, and time-tested quality, which can be particularly compelling in the medical or wellness space. Given the nature of this product category, where consumers are often seeking reassurance and reliability, the retro style aligns perfectly with the positioning goals set by our client, creating a design that is both informative and emotionally engaging.
We found that illustrations were much more effective than photographs in conveying the sense of history we wanted. We wanted to create a visual narrative that spoke to the product's heritage and the care that goes into its creation. In a market that's flooded with images, illustrations offer a more unique and engaging way to tell that story. They stand out and give the product a unique character, inviting the consumer to take a closer look and discover the details. They contribute to this feeling of a handcrafted, almost artisanal product, which is exactly the impression we wanted to create, especially within the pharmaceutical context, where building trust and confidence is essential. The combination of those engraved fruit images, each carefully rendered to highlight their natural beauty, and our chosen typography, which is both elegant and readable, really reinforces that story of quality and craftsmanship.
Our 'Anthill' framework is a unique approach we've developed that emphasizes collaboration and iterative design. It's based on a multi-layered process. We start with initial sketching, brainstorming individually and as a team to explore a wide range of ideas. This isn't just quick scribbling; it's about visually exploring different directions and possibilities. We then move into creating individual elements and graphic solutions using design software, bringing those initial sketches to life digitally. But the key to the 'Anthill' is the constant back-and-forth. There are a lot of discussions and combinations along the way—internal reviews, feedback sessions, and collaborative refinement. We combine elements, discard others, and constantly iterate based on our collective insights. The result is that we give the client a wide range of initial concepts — usually around 25 different designs, encompassing various styles and approaches. We like to think of it as their own personal Pinterest board to get them started, giving them a broad overview of the possibilities and allowing them to actively participate in shaping the final direction.
We specifically chose a retro style because, frankly, the market is drowning in modern designs. We were seeing a lot of clean lines, flat colors, and sans-serif fonts, which, while effective in some contexts, just weren't going to make us stand out here. We needed something that would cut through the noise and grab attention. The retro style gave us the opportunity to inject a unique visual twist. For example, we incorporated elements like textured backgrounds, vintage-inspired typography, and a more illustrative approach to the imagery. These elements combined create a richer, more tactile experience that really makes the product pop in a very competitive environment. It's not just about being different; it's about creating a memorable and engaging experience for the consumer.
The materials were set by the client, so we had no room to make material variations. We understood that the client had specific reasons for choosing these materials, perhaps due to cost considerations, existing supply chains, or specific performance requirements. Therefore, our team adapted our design approach to work within these constraints. We concentrated on optimizing the use of the chosen materials through careful design and precise manufacturing processes to achieve the best possible outcome.Through God's Grace, we've been blessed with several successful design elements and graphic combinations. The application of our 'Anthill' framework allowed us to have a lot of great material to start with. We feel truly fortunate to have arrived at such a beautiful and fitting final design; it feels divinely inspired.
We chose a retro style because it offers a timeless appeal, conveying a sense of heritage and established quality. But we didn't want the design to feel dated. We wanted to make sure it felt contemporary and fresh. So, we adapted some of the classic retro design elements. The central frame is crucial because it acts as the primary visual anchor, clearly presenting the product name and its core characteristics in a clear and concise manner. This frame provides a sense of structure and order, making the information easy to digest. We then added a table element, inspired by vintage pharmaceutical packaging, to provide additional information in a structured and organized way. This also adds a subtle nod to the product's intended use. Finally, we used a dynamic, italicized font for the taste description. This font adds a touch of flair and personality, differentiating it from the more functional fonts used elsewhere on the packaging, enhancing the overall visual appeal and creating a unified design that is both informative and visually engaging.
We knew that entering a new market category meant we needed to create a really attractive offer for consumers, something that would immediately grab their attention and communicate the product's value. We believe that the beautiful design, paired with a high-quality product, achieves this. The retro style we chose is particularly effective in establishing the trust, authenticity, and quality that consumers look for in a medical product. For example, the use of classic typography and a muted color palette evokes a sense of tradition and reliability. The detailed illustrations, reminiscent of vintage apothecary labels, further enhance this feeling of authenticity, reassuring consumers that they are choosing a product with a proven heritage.
The central frame and the layout's overall construction were definitely key considerations. We knew from the start that fitting all the required information onto the front of the packaging would be a challenge. We had a significant amount of information that needed to be presented—not only the marketing messages but also essential regulatory information. Our focus was on creating a clear and structured design that wouldn't feel overloaded. This involved a lot of careful layout planning, including multiple iterations and revisions. We experimented with different grid systems, font sizes, and spacing to find the optimal balance between information density and visual clarity. We also conducted user testing to ensure that the final layout was easy to read and understand.
I definitely think this style has a lot of potential in this product category. The market for these types of products is growing significantly, and there are a lot of companies offering similar solutions, creating a very competitive landscape. What's interesting is that the medical aspect, which traditionally prioritized functionality over aesthetics, is now recognizing the importance of attractive and eye-catching visuals. Consumers are becoming more discerning and expect a higher level of design even in medical products. I believe the retro style is a great way to achieve that balance between functionality and visual appeal, and I think we'll see it used more widely as companies strive to differentiate themselves and connect with consumers on a deeper level.
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