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When packaging design agency ‘The Dieline’ was asked to create this new banana packaging the actually came up with something special: “When we were asked to design the packaging, we didn’t want to just come up with something extravagant because of its high quality: that would be totally inappropriate for an environmentally friendly banana. And so we decided to steer clear of boxes or packing material, and apply stickers on the surface of the banana peel. The sticker is double layered, with the first layer faithfully reproducing the textural feel and colours of the banana peel, even down to the lifelike bruises and discolouration. A segment of the sticker is partially peeled. When this is peeled off, the second sticker that indicates a message with an image of the flesh of the banana in the background emerges. Rather than just imposing some information about the banana, we created an atmosphere where you are compelled to read the story behind it.”

Established in 2007, The Dieline is the brainchild of Andrew Gibbs, who sought daily inspiration while working as a packaging production artist. Noticing a void for package design inspiration on the web, he began to catalogue packaging by googling images or snapping pictures of packaging on shelf – often leading to his removal from stores.

What began as a personal blog soon became a dedicated platform for the package design industry and its practitioners, students and enthusiasts. The Dieline’s purpose is to define and promote the world’s best package design, and provide a place where the package design community can review, critique and stay informed of the latest trends and projects being created in the field.

Within two years of its inception, The Dieline became the most visited website on package design in the world, capturing a readership spanning millions across hundreds of countries. Through its rapid growth, The Dieline has expanded beyond a website to include an annual design competition now in its 6th year – The Dieline Awards – as well as an annual design conference – The Dieline at HOW Design Live. The Dieline also published its first book, Box Bottle Bag in 2010, which quickly became the #1 selling package design book on Amazon.

The Dieline remains as the industry’s source for package design, ushering a new wave of designers and enthusiasts.


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