Project 02: Package Design

Topic: Four Virtues – Prudence, Temperance, Courage, and Justice

prudence: showing care and thought for the future
temperance: moderation or self-restraint
courage: strength in the face of fear, pain, or grief
justice: the quality of being fair and reasonable

objective     Design four individual packages based on these four virtues, and another package that brings all four together as a set, titled Four (4) Virtues. The item or thing packaged can be anything, but the final packaged set cannot exceed 8 x 8 x 8 inches.


I started off looking at this website:

And it has a variety of packaging designs, both produced and conceptual (meaning it has not yet been produced), for many different types of products.

From there, I clicked on some of the products such as:
(Bibelot – a European styled dessert boutique in Australia; designers Suzy Tuxen, Cassie Brock, and Emily Fitts)


I really liked the texture/graphic used for these packages. Even though a different texture is used on each package, they work together as a whole.

I was also attracted by this:
(music album “Wolf Gates” for a Lithuanian neo folk band called Skyle; designer Ernesta Vala)


The subtlety, ironically, was what caught my attention, and I thought it was cool how it provides a red string that you can arrange however you want using the small holes on the front of the album case – this makes the design interactive and people can personalize/physically customize the packaging.

In between looking at different packages, I wanted to know more about the Four Virtues, since I only knew about them briefly.

I looked at these websites:

And I learned that the four virtues are also called the four cardinal virtues, outlined by Plato in his Republic. I wrote down a few key words for each virtue (the words in all caps are what the descriptions reminded me of, they weren’t explicitly stated on the sites):

prudence: “right,” applied, CONSCIENCE
temperance: SUPEREGO, balance, moderation, sobriety
courage: fortitude, perseverance
justice: giving, respect


Back to looking at packages…
I looked at water bottles and packages for coffee and tea.

I liked this tea packaging design, mostly due to the materials used:


I’ve always liked glass for its transparent, reflective, and smooth qualities. This design also uses wood and paper. Most teas come in tea bags for convenience purposes (you don’t need a tea strainer/filter) but I like how they paid tribute with the tea tags/labels and string.


I also looked at perfume bottles and Bath & Body Works products after coming across this article:

The article talked about the reintroduction of 6 of their iconic scents and their new look and packaging. Redesigned packaging seems pretty common across drugstore brands and other beauty/frangrance-related brands, and I say this from my personal experience of buying the same product time after time, to see the packaging suddenly different one day when purchasing. Sometimes it’s a bit weird when the change is drastic.


Bath & Body Works products can be referred to for how type and image work together to describe the (in this case, scent of the) product.

I also came across Philosophy products and was reminded how much their packaging emphasized typography.


The picture above of 4 packages contained in a bigger package reminded me of this project and emphasis of the names of the product further did that.

Here are some other Philosophy products:


Also, the stories/descriptions are really interesting to read, and that’s something we’re considering in this project.


For example, for their “Amazing Grace” shampoo, bath & shower gel the story reads:

philosophy: life is a classroom. we are both student and teacher. each day is a test. and each day we receive a passing or failing grade in one particular subject: grace. grace is compassion, gratitude, surrender, faith, forgiveness, good manners, reverence, and the list goes on. it’s something money can’t buy and credentials rarely produce. being the smartest, the prettiest, the most talented, the richest, or even the poorest, can’t help. being a humble person can and being a helpful person can guide you through your days with grace and gratitude.

While for their “Cinnamon Buns” shampoo, shower gel & bubble bath reads:

philosophy: 1/4 c. warm milk, 1/2c. sugar, 1 tsp. salt, 1 tbsp. cinnamon, 4 tbsp. softened butter, 2 eggs, 1 pkg. dry yeast, 1/4c. warm water, 2 1/2 c. flour.mix all ingredients except yeast, water and flour and let cool.stir and dissolve yeast in warm water.add yeast to first mixture, beat until mixed. add 1 1/2 c.flour. cover and let rise for 1 hour. add remaining flour; blend well. knead and smooth. put dough in greased bowl, cover and let rise until double in size. punch down, shape rolls and let rise for 1 hour. bake at 400°f for 18 minutes.

It goes from a serious and deep description to a playful fun description depending on the product name.


I also looked around for dependable-looking sites where we could purchase empty, label-less bottles and found this website:

They also sell pillow packs, soap boxes, salt tubes, tin tie bags, tiny drawstring bags, jars, and much more. The bottles come in different types of glass, plastic, and metal.


I was still a bit without inspiration so I kept going back to what the four virtues are and the history, and I came across this website:

It’s interesting how it says that Justice governs the rest of the virtues and the corresponding social classes (temperance – farmers/craftsmen, fortitude – soldier, prudence – ruling class).




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