packaging as content

August 26, 2009

Too Late’s Wristwatch in a Jar

This is not the photo I wanted. At Gift Fair, what I saw at Too Late’s booth were rows and rows of jars, each containing a single brightly colored rubber watch. The only packaging photos I could find online were ones like these, where, naturally, the intention was to feature the product rather than the packaging. (I guess I should have just brought my camera.)

But you get the idea: a product that borrows its packaging from another product category. (Like jeans packaged in paint cans and the like.)

Here is the company’s own rather breathless assessment from their web site:

What could be said about the packaging? Too Late watches are place in a sparkling, well-rounded and Eco-friendly glass jar. This innovative packaging, first in the world for a watch, has received a nomination at the 2009 Condè Nast Design & Innovation Awards in London.

I'll say this: the rows of jars containing multi-colored watches, made for a cool display.

Randy Ludacer
Beach Packaging Design

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