Our pick of the best artist-brand collaborations

Lately, our wandering eyes have come across some great packaging as a result of brand collaborations with artists, but what do brands have to gain from teaming up with creative minds like this?

In terms of appeal alone, artist collaborations provide brands with a way to create visually stimulating pack that engages and excites consumers. There’s a sense of novelty and uniqueness to designs like Rodin’s limited edition Mermaid collection, created in conjunction with artist Donald Robertson, or the recent U.S. launch of the PERRIERXWILD shrink-sleeve label, produced by Cuban artist Juan Travieso, that consumers love. 

However, it’s the communicative dimension of art that really lends itself to packaging — and can prove most beneficial for brands. Through co-creation, brands can push boundaries and tell their story in a different way. 

For example, Jo Malone’s hand cream collection packaging, embellished with illustrations of London by artist Helen Beard, is a lighthearted celebration of the brand’s heritage that feels quintessentially British, yet remains in keeping with it’s otherwise refined and elegant aesthetic.

Celebrated British artist, Helen Beard’s, take on London life has pride of place on Jo Malone’s boxed collection of hand creams.

Meanwhile, Polish brewery Minister Brewery (or ‘Browar Minister’) partnered with artist Kinga Offert on a total brand and pack refresh, drawing on the illustrators’ humorous style in order to break through category norms and ‘cliches’ and position themselves as an unconventional, young, and urban brand. 

Kinga Offert’s unique, humorous style gives Minister Brewery a youthful, edgy feel that stands out in the category.

Adorning pack with custom artwork can also help brands dial up authenticity, which is usually well received by consumers. In the case of Cypriot vineyard Vouni Panayia Winery, a wide array of family, friends, and artists were brought together to produce seven unique, autobiographical bottle labels. Each label boasts a distinct piece of art, created in the style of the individual artist, that illustrates the process — and in some cases, the people — behind the wine on offer; a story that is also scribed on the back of the bottle.

Seven pieces of art were produced for the labels of Vouni Panayia Winery’s bottles, each telling the unique story behind the wine.

Up until now, brand-artist partnerships really found their stride in certain categories. Coffee, unsurprisingly, is an area where creative expression on pack can really excel, providing the perfect medium to capture and convey the artistry, energy, richness, and depth behind the product offering. Brands such as illy and Nespresso have successfully incorporated limited edition artist-series into their annual portfolios, resulting in a long-standing tradition that consumers actively anticipate, and an array of packaging that many consider collectibles. Meanwhile, Nescafe’s Azera brand conduct a yearly crowd-sourcing endeavor to produce their limited edition can designs, which are similarly met with consumer enthusiasm. 

Similarly, art on pack has become a tried and tested favorite of the dynamic world of Alcohol, another category that closely aligns with the expressive meaning behind art. In the last year, we’ve seen Johnnie Walker adopt a vibrant street style with the help of graffiti artist Tristan Eaton, Guinness pay homage to British artist John Gilroy by reviving past ad-campaigns on front of pack, and an injection of Nicaraguan color into Flor de Cãna’s Legacy Box packaging thanks to artist Augusto Silva Gómez.

That being said, it appears the future of artist collaborations in pack design is all about communicating brand purpose. With brands like LIFEWTR setting the tone, having just released their 5th series of artist produced packaging around the theme of Art Beyond Borders and creating “cultural understanding, appreciation, and unity,” more and more brands are aligning with creative minds to create artful designs that spread a message. 

LIFEWTR’s 5th series, entitled, Art Beyond Borders features the artworks of Aiko, Yinka Ilori, and Laercio Redondo.

The likes of Stacy’s, AHAVA, and MECCA have utilized the emotional power of art on pack to position themselves as brands that celebrate women and empowering women artists.

Green Giant released limited-edition cans featuring the artwork of St. Jude’s patients to promote the brand’s philanthropic partnership with the Research Hospital. 

Cream liquor brand Amarula is unveiling limited edition bottle designs this summer, each created by African artists; the designs champion local culture, artisans, and elephant conservation efforts and a portion of all proceeds will go to Wildlife Direct’s conservation programs.

Created by African artists Amarula’s bottle designs encapsulate African design; from fashion and textiles, to art and sculpture.

Meanwhile, Method has taken an ‘art for art’ approach; to raise funding for their local non-profit art center ‘Creative Growth’ for adults with disabilities in Oakland, California they’ve released a limited edition collection of soaps and cleaners that feature the artworks of four of the center’s resident creators.

Method’s Creative Growth designs were produced at the center by Oakland artists Barry Regan, Aurie Ramirez, Allan Lofberg, and Maureen Clay.