Peter Schmidt

Peter is a designer that does packaging design, product design, magazine and even cosmetic design. He has worked for some very large companies, including Estee Lauder, Hugo Boss and Harper's Bazaar. In 1972, he began the Peter Schmidt Group, which was one of the top design studios in Germany for 40 years. The group have won over 150 awards for their work, including the Premium Crisps Brand - iF packaging design award. 

These are the crisps design that won the award. They are very striking, and would easily stand out from the crowd of other designs. They have an element of vintage about them - the range of fonts, the numbers and then the word of the number beside, and the carefully hand drawn illustrations (which are all in black and white - minus the Mixed Root packet) 

Whilst looking at these designs, I found that the coloured shapes contrast what flavor the crisps are.

Deep Blue Sea Salt (blue vertical line) - Represents the sea, and the vertical line could suggest the 'deepness' of the sea. The sea shell illustration works well, as shells come from the sea.

Sweet Chili and Red Pepper (pink cross) - Maybe letting people know that this flavor is a lot more 'fiery and spicy' than others. Another sign for 'warning' is a red cross. The only reason I came up with as to why there is a dragon on the front of this packet is because Sweet Chili sauce originally came from China, and in China, dragons are very symbolic. 

Aspall Cider Vinegar (green triangle) - Could symbolize the diagonal line when you turn a bottle to the side. Also - most company's use green for Salt + Vinegar crisps. Aspall Cider is a brand in itself - I'm not sure why the elephant has been used for the illustration!

Suffolk Chedder and Chives (yellow squares) - Well cheese usually comes in squares, and it usually yellow! I thought it represented cheese quite well! I'm guessing the main reason for the dog is because Suffolk is a farm land area, maybe its a sheep dog?

Sea Salt and Black Pepper (grey diamond) - When you look at salt close up, the little bits can usually look like tiny diamonds, which may be the reason why they chose a diamond for the shape. Pepper is usually grey/black, so that may be why they choose grey. I like the illustration of the crab on this, I think it's just another reference to the sea, just like the shell.

Mixed Root (Green rectangle) - This one is pretty simple... grass is green, and vegetables grow on grass/soil. This could be the view from afar of a vegetable patch! The vegetables illustration is pretty self-explanatory on this packet, although I don't understand why the it's the only coloured one. I think it makes the group look out of sync.

 I like how the packets are numbered, it makes it seem like they are part of a collection, and you have to try them all. The logo is consistent - same size and same place on all packets, which is important when designing a variety of things that go together as a group. I really love these designs, it makes me want to pick them up and eat them straight away. 

They just look so well designed!