The Dieline Awards 2012 – Food C: Hatziyannakis Dragees

“To paraphrase the famous Marshall McLuhan wisdom, “the medium is the content” in this packaging extravaganza. The symbiotic relationship of medium and message, (of which the media guru preached), is here translated into the eccentric coupling of package-product. An ‘outer-inner’ game of illusions is played here, for the eyes of the consumer. The paradox of a sweet, eddible, even appetizing peeble, the beauty of an open crop, with its shockingly realistic flesh, fake cherries which can fool birds into coming to nibble at them like in the ancient paintings of Zeuxis, rocky-tasty formations: all these are mind treats we prepared for the consumer within a heightened – reality design environment.”

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