Sunday, 20 December 2015

Em algum lugar além do mar - uma onda cerebral


Somewhere beyond the sea -a brainwave......
How many front covers does a magazine have? The logical answer, one, is a thing of the past.
In an effort to woo readers, and generate additional advertising revenue magazines are now being published with two, three, four or more front covers, typically appearing one after another as if a printing press had run amok, or perhaps just the result of a unanimous decision not having been reached at the monthly cover meeting.
It’s hard to find something with the power of a magazine cover to attract attention,  so when you bring out a surprising version of that cover, it can create a great impact.
Multiplying the number of front covers, each bearing a different image and, on the inside, a different ad  can create a great panoply.In marketing terms covers carrying a variety of images encourages readers to collect them. Applying this principle to gourmet food packaging is something new.Portuguese sardine packaging perhaps being an exception. The Esperao brand of wines have for some years been commissioning famous Portuguese artists to design wine labels for them and  the original artworks are housed in a gallery open to the public.

Fresh from our shores and just in time for Christmas, the creative genius that is Salmarim has launched the second edition of their portable salts in nine different pack designs.The difference from Esperao is that each pack contains the same product, but the packaging is different.Jorge and Sandra, brand founders of Salmarim , invited Patricia Conde, Vanessa Teodoro, Pedro Emanuel Santos, Amélia Muge, António Leal and Francisco Cipriano to design new packaging. The text on the packaging was created by Patricia Serrado.
The options here are never ending. For families like my own, table presents at Christmas were a tradition.At the Christmas dinner table there was always a present next to your place setting.You only spent up to a maximum of €5 per present and one example for adults would be lottery tickets and scratch cards wrapped up.Well, bearing this concept in mind my suggestion for this years table presents is the same present for each person- portable salt, but when the receiver unwraps their present each one is in an individual pack.So say there are 8 family members your total cost is under €40 and you can buy them all under one roof.What have Salmarim got up their sleeve or what trick are they going to pull out of the bag for the next edition? I am already imagining flip packaging,printed in two sections with the back of the packaging becoming the front when turned upside down,or maybe gatefold packaging which fold in or out to form exotic shapes with stories and recipes printed inside......but whatever dont forget to take the salt and a reminder of one of Portugal´s best products wherever you go.


Available now from Salmarim , A vida Portuguesa, http://www.creative-gourmet.com/
and selected suppliers in Central London,UK at a later date.

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