Designer: Pleun van Oosterhout
Project Type: Student Project
School: Willem de Kooning Academy
Tutor: Marcel Verhaaf
Packaging Contents: Peanut Butter
Packaging Materials: Glass
This Calve Limited Edition was made for a hole new target audience. Punks.
Punks are known as trouble makers and people who doesn’t care, Well thats true.
But that doesn’t mean they are part of this community so I decided to involve them more.
Peanut butter is a product that we can’t miss and Calve is the king of the peanut butter, so thats a good start because there isn’t a more normal and standard product as peanut butter. Every household owns a pot so why isn’t there a design that speaks to an other audience than just children and housewives?
Now there is a black painted and sprayed version of the typical Calve pot as we know, no more brown and no more pinda’s.
Just Black, let the design speaks for itself.
Calve is a Dutch organisation with recognizable designs, nothing wrong with it, everybody know them.
But maybe that’s their safe zone and sometimes you have to cross the line en wake everybody up, maybe not only the people you normally talk to.