JWT Brazil let the distinguishing flavors of Caipiroska, the Brazilian drink that is popular worldwide, lead it to the solution for the packaging of Smirnoff’s new beverage. It wrapped each bottle with the texture of the fruit flavor (lime, passion fruit and strawberry) inside and used a diagonal perforation to let customers peel away the outer “skin”. For a select mailing list, JWT even sent packaged Smirnoff Caipiroska sets in wooden produce crates.
The Smirnoff packaging is in the vanguard of integrating textures into print. Today more designers are utilizing the amazing capabilities of dimensional printing and Adobe software to create raster-textured images. No longer do viewers have to imagine the tactile quality of an object, they can actually feel it by running their fingers across a printed sheet. It’s not just movies that are embracing 3-D; the print medium is too.