CELEBRATING AUTHENTIC CURIOSITY,INSIDE & OUTSIDE OF THE TIN

Initial thoughts to build upon…

ObjectiveUse the aperture of popular culture to approximate Altoids’ relevancy , inspiringus to translate the human and cognitive relationship with the product and brand.

InspirationGood design makes a product useful. The product isbought in order to be used. It must serve a definedpurpose - in both primary and additional functions.The most important task of design is to optimize theutility of a product.

Dieter RamsRet. Director of Design, Braun

An Altoid experience is engineered likenothing else. At once, it’s visceral,practical and emotional. It wouldunfair to compare “it” to another

mint.

Universal understanding leads to Iconography

Strength matters…

…efficacy is Reason to Believe

Deconstructing the Essence of Altoids

Archetype: e Curiously Strong

Proposition: “Boldly seeking new experiences”

1995 2008

Archetype: An S&M Trip

Proposition: “Obviously fucking with your head”

Equity: Curious, Strong, Original, Celebrated

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

LEGEND

artistic industrial

DESIGN

CELEBRATED

Post-consumer use of tinEXPRESSIONISM

Disposable: Out of sight, Out of mind

Items protected in tin have a special intrigue all their own: what is so precious that it needs a metal container? Isthe 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 tinprotector 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 butaccessible, adorned yet secured; a highly functional utility whose cultural significance is contained…

Metal signifies strength, durability, power

e pill box has long been a part of human civilization…

…pills are to mints as healing is to social graces

PORTABILITY

What’s really inside of the tin?

Personalization & Customization

What about the paper?

Altoids & the Creative Community

Advocates of Altoids

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

Ideas