One of my favourite books is by Fabrice Peltier, edited by Pyramyd and entitled “Art, échanges créatifs”. Why do I refer to this book? Because it deals precisely with the subject I wish to write about, i.e. can a pack be art? In this connection, I picked out the great French verb “emballer” which means to pack or to wrap, as well as to be carried away by enthusiasm.
During a recent travel through the South of Sweden, I visited a few ‘Systembolag’, that is to say the special shops where you buy hard liquor, wine and beer. I was very impressed to see the creativity in the category of wines in bag-in-box and was not surprised to learn that 50% of all wines sold in Sweden are now distributed in this type of pack. This is no doubt a proof of what great package design can do! The creativity lies in graphic design, as well as in shape design and material.