Examining the product and brand experience

1. CELEBRATING AUTHENTIC CURIOSITY,
INSIDE & OUTSIDE OF THE TIN
Initial thoughts to build upon…

2. Objective
Use the aperture of popular culture to approximate Altoids’ relevancy , inspiring
us to translate the human and cognitive relationship with the product and brand.

3. Inspiration
Good design makes a product useful. The product is
bought in order to be used. It must serve a defined
purpose - in both primary and additional functions.
The most important task of design is to optimize the
utility of a product.
Dieter Rams
Ret. Director of Design, Braun

4. An Altoid experience is engineered like
nothing else. At once, it’s visceral,
practical and emotional. It would
unfair to compare “it” to another
mint.

7. Universal understanding leads to Iconography

10. Strength matters…
…efficacy is Reason to Believe

11. Deconstructing the Essence of Altoids
Equity: Curious, Strong, Original, Celebrated
1995 2008
Archetype: e Curiously Strong Archetype: An S&M Trip
Proposition: “Boldly seeking new experiences” Proposition: “Obviously fucking with your head”

12. e parts of the Altoids equation are greater than its sum.

14. LEGEND

15. CELEBRATED
artistic industrial
EXPRESSIONISM Post-consumer use of tin DESIGN

16. Disposable: Out of sight, Out of mind

17. Metal signifies strength, durability, power
Items protected in tin have a special intrigue all their own: what is so precious that it needs a metal container? Is
the exterior as precious as its interior? What’s inside? How do you open it?
From perfectly made lunches, frozen tv dinners, Grandma’s fruit cake to aroma-fresh coffee grounds, the tin
protector as just as important as the cargo they contain.
Tin is special, especially when used to package. ere is an ironic duality in its presentation: protected but
accessible, adorned yet secured; a highly functional utility whose cultural significance is contained…

18. e pill box has long been a part of human civilization…
…pills are to mints as healing is to social graces

19. PORTABILITY

20. What’s really inside of the tin?

21. Personalization & Customization

22. What about the paper?

23. Altoids & the Creative Community

24. Advocates of Altoids

25. Ideas
Packaging
– Waterproof
– Lockable/coded
– Skins - ipod- leather, pvc, denim, lenticular
– Colors; the illusion of different shape/form/silhouette
– Altoids /Red-Black - LTO of the coolest hippest Altoids, no new flavor, just shinny, shinny, like ipod shinny, casing…higher margin/price - glossy packaging
– Designer/LTO collection
– Materials: titanium, s/s, kryptonite, wood, nickel, etc, tiles - mosaic
– Digital screen - like mobile interface: LCD - date, time, name - No buttons
– Two-sided/flip flop - eg…Complex mag - Jeager Lecoultre Reverso - one hinge
– Mandatories: inside is sacred and functionality is