“Framing the product” might be one definition of what a retail package is supposed to do—providing an appropriate and complementary setting, both to contain and to display a product.
Taking this metaphor literally, these bottles are circumscribed by a signifying wooden frame. While a glass bottle by itself could clearly do the job of containing, the frame draws additional attention, setting it apart from the other bottles on the shelf. Framing the bottle as if it were a work of art or a tromp l'oile representation of a bottle (rather than a real bottle).
The effect is minimal and modern, although some might argue that adding gratuitous elements to an otherwise functional container is not really modern… That a bottle alone is more minimal and that a signifying frame is retrograde and redundant. Like drawing a line around a building. Or UNDERLINING a word that is already in capital letters.
Still, these are not ornate frames, so they are modern and minimal in that sense.
1. DSquared2’s “He-Wood” (top, left) is a fragrance bottle. Most bottles with wooden frames seem to be fragrance bottles, the idea being to visually frame a olfactory product. (via)
2. With Camarc, Ltd.’s wooden box for James Martin’s—(shown at top, on right)—the idea is to visually frame a gustatory product.
Manufactured in a limited quantity and hand-assembled this wood gift box for JAMES MARTIN'S Fine and Rare 20 year old is made with a frame of solid pine and rigid cardboard.
The wood frame also serves as display case for Point Of Sale. A magnetic system in the wood frame holds the bottle in place.
(Other wood framed bottles, after the fold…)
Above, Guerlain’s Arsene Lupin “Dandy” Eau de Parfum and Arsene Lupin “Voyou” Eau de Parfum.
Odori’s “Tobacco” is also a fragrance that comes in a framed bottle
Beach Packaging Design