PNUTZ

How does one reinforce storytelling through design? Meet PNUTZ - futuristic packaging for deadly peanuts.

The rate of food allergies has risen globally over the last few decades. By 2050, virtually everyone will either be mildly or severely allergic to peanuts.

In the imagined high-tech year of 2050, PNUTZ, as packaging for flavoured peanuts in-shell, becomes a brand for risk-takers and the hardcore. Peanuts are symbolically represented through their narrative association to elephants in the image treatment of “PNUTZ” on the front. The character “P” becomes an illustrated side profile of an elephant’s head, ears and trunk, whilst the “N” is manipulated to look like a simplified representation of an elephant’s body from the side. The “P” also hinges back to reveal the package’s opening, mimicking the motion of how elephants tilt their head back and trumpet, further reinforcing storytelling through design. Any previous convention of packaging for nuts is disregarded through the unique shape of the package, as it fortifies a new cultural association between peanuts and the alienation of oneself with food.