Superstar

Anguish Packaging Injects Feeling into Brand Identity

By: Amelia Roblin - Published: Jun 29, 2011 • References: vll.br and packagingoftheworld
Boxes and wrappers, at best, do a good job of communicating the experience of what their contents have to offer, but this project to create Anguish packaging attempted to infuse more than the idea of taste.

In fact, such a conventional task could never actually be executed, because student Vitor Lopes Leite of Brazil was instructed explicitly to "pack a feeling." Opting for an extremely unpleasant sensation, the ideas of pain, agony and suffering are all wrapped up, fittingly, in an IV bag full of blood.

The imitation hanging intravenous sack is complete with a watery flush of blood red color. The tetrahedral shape is somewhat unusual when compared to the actual thing, but Anguish packaging is given further authenticity with the printed sticker label that might indicate the sack's chemical contents.