![]() Says Nicosia, "It's good for future generations and it makes good marketing sense." The firm uses recycled and recyclable materials at every opportunity. "Most of our designers have spent time in our Spanish office to broaden their understanding of world markets," Nicosia says.Įnvironmental concerns - always an element of packaging design - are taken seriously at NiCE. Nicosia himself is Italian, and his staff of 30 designers hale from 15 different countries. It helps that NiCE brings an international flair to the table. "The challenge in designing for mass-markets is to create a specific identity with universal appeal," Nicosia says. Many of the firm's packaging and product-design projects are for high-end niche markets - such as a recent candle design for Tiffany - but NiCE also designs packaging with mass-market appeal, which requires a different approach. Then, if we want to create a more realistic feeling, we bring the image into Photoshop and give it highlights, depth, shininess, and that becomes our presentation. We can capture whatever attitude we want to convey by manipulating the file in a very simple way. "It's extremely easy for us to see and change colors and textures. "Adobe Illustrator becomes the canvas for the idea," says Nicosia, who believes that the ease with which digital images can be manipulated fosters the creative process. ![]() Once a NiCE designer has an initial concept for a packaging design, he or she turns to the computer. "It was structurally interesting and also had visual impact, especially for the cosmetics market." He carried the corrugated board technique into other projects, including Calvin Klein CK1. "Using this type of material in a presentational way was ahead of its time," Nicosia says. He turned around and used corrugated board for the packaging of a United Colors of Benetton Tribù cosmetics campaign. Creative people are wild - they get crazy ideas."Īn example: for a project about a decade ago, Nicosia was inspired by the corrugated packing boxes that contained his then-newly purchased Apple Macintosh ci. "We want to do things better, get inspiration. "We want to see what is happening out there in the market," Nicosia says. With any new project, NiCE designers thoroughly research competitive products, ambling about Manhattan or downtown Madrid to see what's on display, to get ideas, to find fabrics and other materials. "For example, you can't really think in terms of the youth market, because within the youth market alone there are many subgroups." "There are so many types of people out there, it pays to be as specific as possible when targeting design," says Nicosia. The first challenge the designer faces when tackling a packaging project is understanding the target demographic. ![]() NiCE prides itself on its ability to use innovative design to define a product's image. Specializing in cosmetics, NiCE has designed for Elizabeth Arden, Ralph Lauren Fragrances, Calvin Klein Cosmetics, and Bath & Body Works. Its client roster includes United Colors of Benetton, Victoria's Secret, and Tiffany & Co. "I love it." With offices in New York and Madrid, Spain, NiCE takes on about 300 packaging projects a year. ![]() "We grew from packaging," says NiCE founder Davide Nicosia. And few design firms know more about the challenges of designing successful packaging than NiCE Ltd., otherwise known as Nicosia Creative Expresso Ltd.Īlthough the award-winning firm is a full-service agency offering everything from corporate branding to multimedia communications, NiCE has built its reputation on its packaging design. But most of all, they have to sell products. Nicosia Creative Expresso Ltd.aging designs have to be more than just nice: They have to be eye-catching.
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